Abstract:
This research analyzes the behavioral differences between online and in-store customers, with an emphasis on
current trends and consumer tastes in markets all over the world. It emphasizes the appeal of online shopping
due to its convenience, personalization, and competitive pricing, particularly among younger, urban, and
digitally literate demographics. On the other hand, in-store purchasing is still preferred, particularly by older
and rural customers, for the sensory experience, quick access, and confidence in the product. Factors including
digital trust, generational effects, and hybrid purchasing patterns that were made worse by the COVID-19
pandemic are all covered by the study. The persistent relevance of physical retail is demonstrated by the rapid
expansion of e-commerce, according to statistical analyses of official reports. The results point to the necessity
for omnichannel approaches to efficiently address the wide range of consumer wants. By highlighting the
necessity of focused strategies that combine technological breakthroughs with individualized customer
interaction, this research adds to the retail marketing literature.
