Online Shopping & In-Store Purchases: The New Norm for 2025
- December 20, 2015
- 579
- E-Commerce Evolution
In 2025, the way we shop has evolved dramatically. A growing trend is emerging where consumers are blending **online shopping** with **in-store purchases**, creating a hybrid model known as **”phygital shopping.”** This seamless combination of digital and physical shopping experiences is becoming the new norm, revolutionizing the retail industry across the globe.
According to a McKinsey & Company report, approximately 73% of Indian shoppers now combine online browsing with in-store purchasing, a trend that has gained significant momentum since the COVID-19 pandemic. This **phygital shopping** behavior reflects a shift in consumer preferences, where the convenience of online shopping is combined with the instant gratification and sensory experience of traditional brick-and-mortar stores.
What Is Phygital Shopping?
Phygital shopping refers to the fusion of physical and digital retail experiences, where consumers shop both online and offline in a way that enhances the convenience and experience of both. For instance, customers may browse products online and then visit physical stores to try them before purchasing, or shop in stores and use their mobile devices to complete the checkout process digitally. This integration of channels is gaining traction, especially among tech-savvy **Gen Z** and **Millennial** consumers.
Rise of Hybrid Shopping: Stats and Data
According to Statista, the share of online shoppers who also engage in offline store visits has increased significantly over the last few years. As of 2025, 61% of Indian shoppers report that they use online research to inform their in-store purchases. The same study found that over 45% of consumers prefer shopping online for product selection but still prefer in-store shopping for immediate access to products.
A significant driver of this trend is the rise of **Omnichannel Retailing**. A study by Forrester Research in 2025 found that omnichannel retail strategies lead to a 30% increase in sales and a 25% increase in customer satisfaction, demonstrating the power of blending online and in-store shopping experiences. This growth is further evidenced by a surge in click-and-collect services, where consumers order online and pick up items in stores, reducing the friction of waiting for delivery while still enjoying the benefits of online selection.
Benefits of Online Shopping & In-Store Purchases Combination
The hybrid shopping experience offers numerous benefits to both consumers and retailers:
- Convenience and Flexibility: Consumers enjoy the ability to shop at their own convenience online while having the option to visit stores for physical inspection, product trials, or immediate purchase.
- Instant Gratification: While online shopping offers convenience, the physical store provides immediate access to products without waiting for delivery.
- Enhanced Customer Experience: Retailers offering both options can cater to a wider range of customers, meeting their preferences for either digital or physical shopping experiences.
- Personalized Services: Many retailers are combining their digital channels with personalized in-store experiences, such as offering mobile app-based discounts or virtual shopping assistants to enhance the physical shopping journey.
Retail Industry Adapting to Consumer Preferences
Retailers in India and globally are adapting to this trend by enhancing their digital presence and offering more interactive in-store experiences. Companies like Reliance Retail and Amazon India are investing in seamless shopping experiences that blend online and offline channels. A Business Today article highlights how Reliance’s JioMart platform allows consumers to browse and order online but also pick up orders from local stores, thus catering to the hybrid shopping model.
In addition, brands like Adidas are incorporating technology such as augmented reality (AR) to bridge the gap between online and in-store experiences. Customers can use their smartphones to try on shoes or apparel virtually before making a purchase, and they can then either purchase online or visit the store to complete the transaction.
Consumer Behavior: The Shift Toward Hybrid Shopping
Research conducted by PwC India in 2025 reveals that 85% of Indian shoppers aged 18-34 are now using a combination of online and offline channels for their shopping, making it one of the most important consumer behaviors in the retail industry. In fact, nearly 40% of young consumers report that they prefer hybrid shopping experiences for the ability to quickly compare prices and product features online while benefiting from in-store perks like trying items before purchasing.
The pandemic accelerated this shift toward hybrid shopping, as consumers who were initially hesitant about online shopping now see it as a convenient and safe way to make purchases, while also enjoying the tangible experiences of in-store visits.
Conclusion: Embracing the Future of Hybrid Shopping
In 2025, the new norm in shopping is all about balance—combining the convenience and breadth of online shopping with the sensory and immediate satisfaction of in-store purchases. As more consumers embrace this hybrid model, retailers must invest in omnichannel solutions, digital tools, and personalized services to meet the evolving expectations of today’s shoppers. By offering a seamless shopping experience that combines both worlds, businesses can enhance customer satisfaction, increase sales, and stay competitive in the fast-changing retail landscape.
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