Analyzing the Benefits of Shopping Online vs. In-Store

Additional brick and mortar benefits include the following:

• instant gratification — buy an item and bring it home immediately, something even same-day shipping can't match;
• no shipping costs;
• the ability to support local merchants (especially when choosing a specialty nonchain store that relies exclusively on local traffic); and
• the opportunity to speak with product experts on site. Stores that carry items such as a kayaks or mountain bikes often employ people that are avid participants in the activity. These people can provide consumers with informed local knowledge about the best methods and locations for enjoying products.

The core benefits of online shopping fall into three categories: pricing, convenience and product availability.