If you’re thinking about starting a retail business and debating about whether you should stick to ecommerce or pursue physical retail, it’s helpful to see how the two compare. In most cases, a combination of the two will put you on the fastest track to success.
Below, let’s take a look at online shopping vs in-store statistics and trends—plus tips to keep in mind—for 2025.
Key Takeaways:
- Omnichannel experience: Most shoppers use a combination of online and in-person channels along their purchase journey. 91% of consumers prefer brands that offer a seamless omnichannel experience, yet only 56% of retailers successfully do so.
- It’s not “either/or,” it’s “and:” Retailers that embrace both brick and mortar and ecommerce are most likely to set themselves up for success. The “halo effect” shows a 6.9% increase in sales for businesses that effectively use both channels.
- Going mobile: Mobile is an aide for in-store shoppers and also a sales channel in its own right. 72% of in-store shoppers use mobile devices to compare prices, and smartphones are the most popular device for online shopping.
Brick and Mortar vs Ecommerce Stats Overview
Brick and Mortar | Ecommerce | |
|---|---|---|
Total Sales | $5.28 trillion | $1.47 to $1.50 trillion |
Total Stores | 1,081,728 private retail establishments in the US | 28,505,377 ecommerce stores worldwide |
Percentage of Sales | 83.7% of retail sales in the US happen in physical retail stores | 15.2% of total retail sales in the US happen online |
Consumer Preferences | Product try-ons and demos, access to new products, meal planning, convenience | Avoid crowds, better product availability, easier to navigate, stores are poorly staffed |
Industries & Niches | Groceries, apparel, home improvement, discount stores, convenience stores | Specialty, home furnishings, pet products |
Vital Retail Statistics for 2025
1. 2024 retail sales are expected to total up to $5.28 trillion
According to the NRF, retail sales for 2024 will have a 2.5% to 3.5% increase from 2023. This means they’ll total between $5.23 and $5.28 trillion. This trajectory is in line with the pre-COVID 10-year growth rate.
2. Retail accounts for 20.4% of the total US GDP
The retail industry’s total gross domestic product (GDP) contribution was $5.3 trillion in 2022, accounting for 20.4% of the US GDP. However, the NRF forecasts slower GDP growth in 2024—about 2.3%. This is slightly slower than 2023 at 2.5%.
3. There are more than one million private retail establishments in the US
The US Bureau of Labor Statistics reports that there are 1,083,811 private retail establishments. This data is from the second quarter of 2024. This shows an upward trend from the 1,079,629 establishments in the first quarter of the same year.
4. Ecommerce and in-store retail complement each other, having a halo effect
According to ICSC The Halo Effect research, online stores and brick-and-mortar shops complement each other, creating a halo effect. It found that online sales increased after opening a physical store—around a 6.9% increase in sales. For newer emerging retailers, this figure is closer to 14%. Yet established brands also stand to gain, typically around 6.8%.
Plus, the average order size also increases. For established retailers, the average online order goes from $94 to $104 after a retail opening. Emerging retailers see a jump from $111 to $120 per order.
5. 72% of in-store shoppers compare prices online on their phones
Even though consumers still like the brick-and-mortar environment, they also use their mobile phones to enhance the in-person shopping experience. In fact, 72% use devices to compare prices while shopping in-store. Another 69% check customer reviews, 52% seek detailed product descriptions, and 29% research the brand’s reputation.
Phones are also helpful for other reasons—particularly if the retailer has a mobile app. According to one survey, 40% of shoppers use their mobile device every time or most of the time when shopping in a store, and the same amount are willing to share their data to get a more personalized experience. Primary motivations include getting the best prices, loyalty rewards, and faster checkout.
6. 34% of retailers allow shoppers to filter digital product searches by in-store availability.
Despite the lines being blurred between online and in-person shopping, just over a third of retailers allow shoppers to filter product searches by in-store availability when browsing online or via mobile app.
7. BOPIS will be valued at $666.20 billion by 2028
Buy online, pickup in-store (BOPIS) has been growing significantly. It’s anticipated to have a CAGR of 11.57% between 2022 and 2028—eventually being worth more than $666 billion by 2028. This is because consumers enjoy this option. Just over a third (36%) say BOPIS helps them save time and/or money.
8. Decreased consumer spending is the biggest challenge for 49% of retailers
About half (49%) of retailers believe their biggest challenge over the next year will be decreased consumer spending. This is largely due to economic shifts globally, resulting in less discretionary spending.
9. The majority of shopping journeys begin online
Most (83%) shoppers research online before visiting physical stores—more than 50% of searchers purchase within 72 hours of engaging in a local search online.
Brick-and-Mortar Store Statistics
10. There were 5,645 store openings in 2023
Major retailers opened 5,645 stores and closed 4,913 stores in 2023. This represents a 4.7% increase in openings and a 28.6% increase in closures from 2022. More than a third (34.3%) of those openings were general merchandise discount stores. Most closures were home and office and apparel retailers. This was the second year in a row where US store openings outnumbered closings.
However, per data from August 9, 2024, US store closures have actually outnumbered store openings—largely due to more bankruptcy filings. According to the data, 4,548 stores have closed and 4,426 have opened so far in 2024.
11. Half of retailers plan to open new store locations
According to one survey, half of retailers have plans to open new store locations over the next two years. About 68% believe investing in consumer experiences will help drive foot traffic for these ventures.
12. More than a third of consumers purchase an item in-store right away after discovering it
According to EMARKETER, 31.5% of shoppers made a purchase right away after discovering a product in a physical store.
13. More than two-thirds of US retail sales take place in physical stores
EMARKETER also estimates that a majority (83.7%) of retail sales in the US happen in physical retail stores.
14. 61% of retailers will enhance the physical store experience in the next 12 months
About 61% of retailers plan to offer more in-store options to enhance the customer experience. Examples include a coffee or wine bar. Another 60% might offer paid advertising space in their physical stores, and 56% will rent the store space out for events. These are new revenue streams for retailers that fall outside of product sales.
15. 68% of retailers plan to invest in digital in-store customer experience
In an effort to increase foot traffic, many physical retailers are looking for ways to digitize the in-store shopping experience. In fact, 68% plan to invest in technology within the next two years to achieve this goal.
Most (66%) plan to focus on Millennial and Gen Z consumers. Their priorities include the following:
- Intelligent digital signage (45%)
- Immersive experiences and interactive displays (35%)
- Custom LED displays (32%)
- Sensory marketing (24%)
- Smart content integration and company-wide content broadcast (24%)
16. 30% of retailers have already invested in AI
To improve experiential retail, just under a third (30%) of retailers have already integrated AI technology into their stores. They believe this will help appeal to new demographics and consumer groups.
Many consumers seem to agree—25% to 30% say AI would improve product search, checkout, and online ordering.
17. 91% of retailers believe brick-and-mortar is crucial for brand loyalty
Technology is also seen as a solution for driving brand loyalty. In fact, most (91%) retailers believe the physical retail experience is a key driver for loyalty. They also view technology as a key element to creating positive customer experiences in stores.
18. 28% of store associates can access shopper purchase history
In an effort to improve the in-store shopping experience through personalization, many retailers are arming their store associates with customer data. As many as 28% of associates can access shoppers’ purchase histories and wishlists.
Why Customers Shop in Brick-and-Mortar Stores
It’s helpful to consider why consumers choose to shop in physical retail stores:
- To see and touch products: According to a FedEx and Retail Dive report, six in 10 customers shop in the store so they can see and touch items before they purchase them. Around a quarter (27%) shop in-store to be able to immediately receive a product.
- Try on or demo products: Another survey found that the top motivation for shopping in-store is so customers can actually try the product on (if it’s wearable) or demo the product in person.
- Shop new items: More than half (53%) of in-store shoppers love to be able to discover and browse new products.
- Meal planning: Most shoppers (80%) choose to purchase groceries in-store as opposed to online. So if you’re selling food items, retail is definitely a channel to consider.
- Convenience: In-person shopping offers a lot of convenience factors—immediate access to products, the ability to ask questions of an associate, and instant gratification without having to wait for shipments. They particularly like the speed and efficiency of checkout.
Ecommerce Store Statistics
19. Non-store & online sales are expected to climb to $1.50 trillion
Non-store and online sales are forecasted to grow between 7% and 9% year-over-year. This amounts to $1.47 to $1.50 trillion in 2024, a slight increase from 2023 sales.
20. There are more than 26 million ecommerce stores worldwide
There are approximately 26,898,844 ecommerce stores on the Internet. About 19.21% are on Shopify, 13.96% on Wix, 7.53% on WooCommerce, 8.37% on Squarespace, 3.29% on Ecwid, and the rest are on different platforms. About half—13,410,162 to be exact—are in the US.
21. There are 2.71 billion online shoppers worldwide
In 2024, one-third of the global population—2.71 billion people—shops online. This is a 2.7% increase from 2023. In the US, the number of online shoppers increased by 5.6% to 273.49 million. This figure is expected to continue growing, reaching 333.5 million by 2029.
22. The US saw $282.3 billion in online sales in the second quarter of 2024
There was a 5.3% increase in ecommerce sales from 2023—totaling $282.3 billion in online sales in the second quarter of 2024 alone. Ecommerce sales made up 15.2% of total retail sales in the time period.
23. 34% of consumers shop online once a week
According to one survey, 34% of shoppers make online purchases at least weekly, and 82% make online purchases at least monthly.
24. Marketplaces drive 35% of online sales
US retail marketplace sales are projected to reach $603.2 billion in 2027, representing nearly 35% of total retail ecommerce sales. The top global marketplaces are Amazon (24%), AliExpress (16%), SHEIN (9%), and Temu (7%).
25. 57% of consumers have purchased through social commerce
Of about 239 million social media users in the US, 57% have bought something through social media.
26. Smartphones are the most popular device for online shopping
More than three-quarters (78%) of consumers shop via their mobile phones. Three-quarters of mobile shoppers shop at least once a week.
Why Customers Shop via Online Stores
- Product availability: Brick-and-mortar stores tend to be more limited in what inventory they have on hand. In fact, stockouts and locked products are two of the biggest in-store challenges consumers like to avoid when it comes to physical stores.
- No crowds: More than half (53%) of consumers choose to shop online to avoid crowds. This is especially true for women shoppers.
- Poorly staffed stores: 43% of consumers believe many stores don’t have enough staff, so this motivates them to shop online instead.
- Easier to navigate: About one-fifth (21%) of consumers believe stores are too hard to navigate. They find it easier to shop online.
Tips & Takeaways
When you take a closer look at retail trends and ecommerce statistics, you’ll see there isn’t really much of a difference between the two. In 2024, the lines of online and in-store shopping are very much blurred and almost always go hand-in-hand with one another. Many purchase journeys touch both in-person and digital channels. Here are some tips and takeaways to keep in mind for your business:
Invest in Your Omnichannel Experience
Again, perhaps the biggest takeaway from these ecommerce vs brick-and-mortar statistics is that there’s little distinction between the two. The greatest success comes from businesses that can seamlessly offer both online and in-store means of discovering and purchasing products. This means it’s important to sync and unify customer data so you can offer a seamless and congruous experience online and in-person, to every customer.
Digitize the In-store Experience
Though older shoppers may be more averse to technology, Gen Z and Millennials often seek out retailers that embrace technology in a way that enhances their shopping experience. Whether this is through digital displays, self-checkout, or virtual fitting rooms, it’s important to find ways to implement technology into the physical retail environment.
Use Ecommerce to Fuel In-person Sales
Ecommerce shouldn’t be isolated to its own channel. In fact, it can actually support your physical retail sales. Offer options like click and collect, free in-store returns for online purchases, and other ways to bring online shoppers into your physical space.
Optimize for Mobile
One major commonality between brick-and-mortar and ecommerce is mobile. Consumers use mobile devices through all stages of the purchase journey, from product discovery all the way through post-purchase engagement. Optimize for mobile in any way possible. In-store shoppers use mobile devices, and many also make purchases from their mobile devices without even stepping foot in your store.
Frequently Asked Questions (FAQs)
Neither online nor brick-and-mortar are universally better. In some contexts, one might supersede the other. However, generally speaking, a combination of both is the best approach for small businesses.
- More product availability
- No need to deal with crowded or understaffed stores
- Lower overhead for businesses
While ecommerce might be viewed as competition to brick-and-mortar stores, research shows that businesses that embrace both can increase sales both online and in stores.
Bottom Line
When starting a retail businesses, you need an integrated approach that blends both ecommerce and brick-and-mortar strategies. The most successful businesses are those that prioritize omnichannel experiences, as consumer preferences increasingly lean toward seamless shopping across all platforms.
Embracing mobile optimization, enhancing in-store technology, and leveraging online sales to boost physical store visits, will allow businesses to drive growth and adapt to shifting consumer behaviors. Investment in both digital and physical retail is key to maximizing opportunities and staying competitive in a dynamic market where the lines between ecommerce and in-person shopping continue to blur.
