In-Store Shopping Sentiment Up 21% According to Ryder E-commerce Study

Ryder System, Inc. (NYSE: R) released its 10th annual e-commerce consumer study in September – a steadfast benchmark of U.S. online shoppers’ behaviors, preferences, and expectations. The 2024 study, “The Influence of Omnichannel Excellence on Consumer Behavior,” reveals key factors influencing purchasing decisions, customer loyalty, and retention as consumers reintegrate physical stores into their shopping journeys, including three key takaways for the packaging industry:

E-commerce packaging presents an opportunity to connect with customers.

With 61% of survey participants reporting that they shop in-store specifically because they enjoy the experience (+21% YOY), brands may benefit from delivering on that desire when customers are not in-store.

Boxes remain the favored shipping packaging.

Along with a growing majority of consumers preferring to receive their online orders in boxes (77%) (+3 YOY%), rather than bags (23%) (-3% YOY), 2024 data shows that online shoppers value reusability of boxes just as much as protection. Among shoppers who prefer boxes over bags:

• 39% reuse the boxes
• 39% say boxes provide better protection in transit
• 22% believe boxes are more eco-friendly than bags

The 10th annual Ryder e-commerce study finds consumers want a blend of physical presence and digital convenience.
Infographic courtesy of Ryder System, Inc.

Unboxing creates an experience exclusive to online orders.

Nearly half (47%) of shoppers said that a premium unboxing experience makes them more excited about opening a package. Marking a notable shift, 41% (+14%) said it makes them want to purchase from the brand again.

When asked what factors would encourage them to post photos or videos showcasing an online order they received, 42% (+9%) said visually appealing packaging, followed by free samples or gifts (30%), eco-friendly packaging (18%), and personalized packaging components (11%).

“Retail and e-commerce continue to evolve,” says Jeff Wolpov, senior vice president of e-commerce for Ryder. “The emergence of e-commerce and growth of omnichannel fulfillment, particularly over the past four years, has altered consumer expectations and behavior dramatically and will continue to do so as time and technology allow. This latest study demonstrates that, while consumers maintain a robust appetite for e-commerce, they are simultaneously embracing in-person shopping, presenting an impetus for merchants to refine their omnichannel strategies.”

The survey of 1,306 U.S. shoppers explores preferences, expectations, sentiment, and behavior pertaining to purchasing, omnichannel experiences, packaging, shipping, returns, and sustainability.

These findings identify patterns and trends that brands and retailers can apply to optimize their omnichannel strategies.

Key Takeaways:

• E-commerce activity remains robust, but a universal affinity for in-store shopping has emerged. In 2024, 61% of survey participants report shopping in-store specifically because they enjoy the experience (e.g., trying items on, comparing products, etc.), up 21% compared to last year’s study. Additionally, 35% say they shop in-store because they don’t want to wait for online orders in the mail (+4%), and 15% say they shop in-store to avoid package theft (+8%).
• Apparel and cosmetics shoppers show growing attraction to buying in-store. When purchasing apparel and cosmetics products, shoppers are more inclined to make purchases in a physical location than they were last year. Forty-one percent of shoppers who buy cosmetics say they prefer to do so either in a brand’s physical retail location or a department/convenience store (+9%). As for apparel shoppers, 54% prefer to buy clothing in those same brick-and-mortar locations (+9%).
• More customers prefer returning online purchases in physical stores. Fifty-five percent of shoppers (+15%) now say they would rather return online purchases in-store. This is the first time since early 2020 that the preference to Buy Online Return In-Store (BORIS) has outweighed returning via mail. Forty percent of shoppers say they often make additional purchases when picking up or returning online purchases in-store (+2%).
• Consumers are extremely reliant on mobile devices when shopping in-store. This year’s survey reveals that 77% of consumers search for items on their mobile devices while in a store. Sixty-nine percent compare prices with items in nearby stores, 58% check availability at other stores, 31% want to learn more about a product, and 17% want to see other items frequently purchased with a product they’re considering.

“Omnichannel strength is not a fad; it is a strategic necessity for e-commerce and retail businesses to stay competitive and achieve sustainable success in 2024 and beyond,” adds Wolpov. “The findings from this year’s study underscore what we know our customers are experiencing, which is the positive impact of integrating supply chain technology solutions across their sales channels, enabling them to provide their customers with flexible, convenient options to personalize their experience and heighten customer satisfaction.”

The full 2024 study, “The Influence of Omnichannel Excellence on Consumer Behavior,” can be downloaded at https://www.ryder.com/2024-ryder-e-commerce-consumer-study.

About Ryder System, Inc.

Ryder System, Inc. (NYSE: R) is a fully integrated port-to-door logistics and transportation company. It provides supply chain, dedicated transportation, and fleet management solutions, including warehousing and distribution, contract manufacturing and packaging, e-commerce fulfillment, last-mile delivery, managed transportation, professional drivers, freight brokerage, nearshoring solutions, full-service leasing, maintenance, commercial truck rental, and used vehicle sales to some of the world’s most-recognized brands. Ryder provides services throughout the United States, Mexico, and Canada. In addition, Ryder manages nearly 250,000 commercial vehicles, services fleets at 760 maintenance locations, and operates nearly 300 warehouses encompassing more than 100 million square feet. Ryder is regularly recognized for its industry-leading practices; technology-driven innovations; corporate responsibility; environmental management; safety, health and security programs; military veteran recruitment initiatives; and the hiring of a diverse workforce.

For more information about Ryder e-commerce and omnichannel fulfillment solutions, visit https://www.ryder.com/en-us/e-commerce/e-commerce-fulfillment.