Introduction
Over the recent years, shopping has significantly changed from merely a simple act to a near culture. The 21 st century has technology as its primary hallmark with most brands establishing an online presence where customers use the internet to purchase a host of products including food, clothes, and electronics among other goods. However, it is also vital to note that the online shopping does not match the experience achieved from physically assessing and touching products on the counters. Many consumers would prefer to go to the shopping malls so that they can try the products and perform a comparison with others. Although mall shoppers cite the benefits of physical presence, online shoppers, on the other hand, are attracted to the flexibility and convenience. In a bid to find out the best method of shopping between the in-store and online, comparisons have delved into several factors including the price, variety, and shipping prospects.
Price
In many instances, the shopping behavior of customers is primarily determined by the product price. The advent of technology has meant that consumers can easily compare deals and prices on a real-time basis. As such, this not only increases transparency but also provides expanded options for the target audience. Therefore, it would be critical to note that online shopping provides customers with better chances to perform price comparisons (Luo, Ba, & Zhang, 2012). Although it might be possible to compare prices in a shopping mall, it can be difficult and time-consuming as one would be required to move from one store to the other spending hours in trying to find the best deal. Secondly, online shopping can save an individual more money in comparison to the store shopping. A survey showed that retailers do not offer similar deals in their stores as at their online platforms because of the added costs associated with the running of a physical establishment (Ning Shen & Khalifa, 2012). Running a brick-and-mortar store might lead to increased prices due to the additional expenses emanating from expenses such as electricity, rent, and payroll among others (Luo et al., 2012). Therefore, in an attempt to compete with the online shopping platforms, retailers are at times forced to slash their prices through offering discounts and promotions. However, in certain instances where a company runs both a brick-and-mortar and online retail concurrently, there is always a tendency to match the prices of the products especially the low-end retailers selling electronic and other home improvement commodities.
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Variety
In both online and physical stores, consumers can find the value of variety. However, the only difference that comes with variety is the convenience in assessing availability and selection. For online shoppers, they have all the models and types at their disposals without having to move from one place to another. If an individual does not find their preferred item in one particular store, they surf to a different one. However, the only disadvantage is that the consumer cannot test the commodity beforehand (El Hedhli, Chebat, & Sirgy, 2013). The only incentive that comes with assessing the variety of goods at an online site includes the access to the user opinions, product reviews, and the manufacture specifications. Also, reputable sites ensure they enlighten the consumers on the availability of each item. In shopping malls, a customer will also enjoy the benefit of variety but will eventually be limited by the movements from one area to another. However, another disadvantage that comes with the shopping malls is that it is only limited to the goods that it sells at the local level (El Hedhli, Chebat, & Sirgy, 2013). However, the customer had the benefit of testing the new products before eventually settling on the decision to buy. In shopping malls, selection might be limited, but the availability is certain. Although online shopping provides consumers with a wide variety of products, this can be limited with respect to the nature of the commodities. When dealing with grocery products, physical shopping in the stores will provide the best way to assess the different commodities that the shopping mall has to offer.
Shipping
When goods are bought from an online shop, the customer provides their contact address and has to wait for the transportation of their commodity to their area of residence. However, after shopping in the mall, the consumer will instantaneously pay for their product and leave the stores without having to wait any longer to use their product. Shipping in online shopping has been viewed in both positive and negative light. The proponents see it as a way of enhancing convenience especially when the customer has bought bulky goods such as household products. They are saved from the hassle of arranging for personal means which can be expensive and ineffective especially when the commodities are delicate (Moshrefjavadi et al., 2012). Different shopping stores offer different incentives when it comes to shipping with others providing offers that range from significantly discounted to free shipping services. On a negative perspective, shipping services can be prone to delays that might extend to days thereby ineffective for commodities that require instant use. Also, they provide loopholes for fraud where the customer's money can fall into the hands of the wrong people, or their purchased commodity can intentionally be diverted. In some instances, the shipping can be expensive thereby prompting the consumer to use extra fees that could not have been used had they opted for shopping at the mall (Wang & Lu, 2012). On the other hand, shopping at the mall does not come with the associated risks. However, it might require a private arrangement for transport which will have a significant toll when it comes to overall expenses.
Evaluation
For many years, shopping has traditionally happened in the malls and stores. Online shopping is a new trend that has taken root in the past decade. It has proven to come with a sense of efficiency, effectiveness, efficiency, and affordability. From the discussion, the best method would be online shopping. First, it guarantees price reduction given that the businesses do not have to incur extra overhead charges. Secondly, compared to the traditional shopping, it guarantees variety more effectively. It is easier to assess the products on an online platform and further read and understand their specifications without the challenges of overcrowding and long queues. Lastly, although the shipping has its problems when done effectively, it can be fast, reliable, and affordable for an individual (Ning Shen & Khalifa, 2012). It also enables customers to access goods which they would otherwise have not due to distance.
Conclusion
In a bid to find out the best method of shopping between the in-store and online, comparisons have delved into several factors including the price, variety, and shipping prospects. As earlier intimated, shopping today has gone from merely a simple act of viewing and picking to a culture where individuals have to compare continuously, contrast, test, and request before they eventually buy. Traditionally, the method of shopping has always involved going to the malls and stores and grabbing the commodity of choice. The advent of technology has since brought in a new method where individuals apply and request for commodities, pay, and receive them through shipping. With regards to prices, online buying provides has more affordable goods compared to the shopping malls. Although both enjoy variety, online shopping comes with an incentive of convenience. Lastly, traditional shopping does not require shipping as seen in online purchases. Shipping comes with its advantages such as cost saving and enabling far-distant customers to access goods. However, it is prone to delays and fraud.
References
El Hedhli, K., Chebat, J. C., & Sirgy, M. J. (2013). Shopping well-being at the mall: Construct, antecedents, and consequences. Journal of Business Research, 66(7), 856-863.
Jiang, L., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed websites on satisfaction. Mis Quarterly, 1131-1144.
Moshrefjavadi, M. H., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. (2012). An analysis of factors affecting on online shopping behavior of consumers. International Journal of Marketing Studies, 4(5), 81.
Ning Shen, K., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, 22(4), 396-425.
Wang, M. F., & Lu, S. (2012). Substitution or complementarity: Online shopping and its relationship with traditional shopping behavior. Human Geography, 27(3), 44-49.
