The Online Shopping Phenomenon

A few decades ago fashion marketing students were taught that the online shopping industry was just another trend that would pass eventually but it has become a cultural phenomenon and a great means of convenience. Due to this, the online shopping industry has become an unforeseen threat to the retail industry. Compare how much we depend on the internet, to how we used the Internet 20 years ago.

As I previously mentioned, the convenience of online shopping’s unparalleled, which highlights the flaws of the retail industry. Retailers have had no choice but to increase their customer service to try and get half of the amount of engagement that online stores get. This is because the average working person has recognized how unnecessary, overwhelming and inconvenient the retail experience can be.

Let’s say theres a shirt you saw at your favourite store two weeks ago. At the time you might have been too busy or maybe you just didn’t feel like spending that money, regardless you are ready to buy it now! So you travel to your favourite store just to buy the shirt you’ve been wanting for two weeks, and once you get there, they don’t have your size and they will never restock. But, if you had the option to buy it online, knowing that you would have the money to spend in two weeks, you could have bought it right when you saw it and paid off however much it costs on your credit card. Instead of having to listen to music you don’t like, you could shop within the comfort of your own home, without the pressure of a sales associate trying to make their quota or commission off of you.

The online shopping experience has also improved over the past couple of years. The biggest issues consumers had in the past with online shopping were either that it would take too long to deliver or that they weren’t sure how the product would fit on them. These problems have been solved and are continuously being improved upon. The first issue of the time of delivery has been solved by express shipping, companies like Amazon have even gone as far as delivering their goods within forty-eight hours. Yes, express shipping is slightly more expensive then regular shipping, but in my opinion if someone is so impatient that they can’t wait a week or so to receive a package, they deserve to pay more. The second issue has been solved by more accommodating return policies, and by some websites having 360 views of the garment/product on and off the models, and publishing close up pictures of the garment/product to see what the fabric may look like in person. Companies also give quite vivid descriptions of the items they are selling online including the fibre content, the sizes available as well as a sizing chart which allows you to compare the dimensions of the garment or item to your preferences.

I believe that this increase in popularity towards online shopping is a good thing because although, the online shopping industry is booming, I personally don’t think it could ever completely drown out the retail industry. Sometimes a size chart and a close up image aren’t enough, the experience of shopping can be fun from time to time, and it’s nice to be able to feel and see in person what you are going to spend your money on before you actually spend your money on it. So to conclude, the online shopping industry is undeniably more convenient than having to physically go to a store but some experiences shouldn’t necessarily always be more convenient.