As the marketplace expands without taking up floor space, we are being bombarded with brands that we don’t experience or relate to. With the digital wave, consumers have been able to get what they are looking a lot easier, along with minimal inconvenience to them.
The comfort of online shopping strips away the fundamental purpose of a purchase, which is meeting a specific need or want. After all, how many of the cool items we buy to improve our lives end up on a forgotten shelf? Then how about the books we bought and never read?
There is a lot of value in taking the time to find what we need and then deciding where to get it. Visiting stores, trying on products and evaluating alternatives is really a better buying process than the digital process.
If you think about it, when we shop in a store, there is less advertising to influence our decisions, no content listing the top ten features or benefits of the product, and no picture of a mannequin using or wearing it (who certainly do not look like you).
The convenience we gained from buying online is inflicted on the quality of our choices and decisions, in light of the actual usability or usefulness of the good. Consequently, we spend more money on goods we use less. Time is money, but again, arguably not so much in this case.