Analyzing the Benefits of Shopping Online vs. In-Store

Brick-and-mortar stores have their benefits — e.g., certain product categories are better suited to traditional retail environments, the ability to touch and see objects in-person. Online stores can provide consumers with pictures and videos, but actually holding a product can provide some tactile impressions that simply can't be matched online. Consider shopping for a watch, where the heft of the piece and smoothness of the metal inform the buyer as to its value.