VISA – Global Digital Shopping Index, 2024

The report by VISA's Global Digital Shopping Index for 2024 explores the concept of Click-and-MortarTM shopping, which combines digital tools and physical locations for a seamless shopping experience. Consumers research products online, check availability locally, and pick them up in-store the same day. This approach is replacing the siloed world of online-only or in-store-only shopping. The study shows that boundaries between online and in-store shopping are fading, with Click-and-MortarTM shoppers seeking convenience and consistency across different touchpoints. The number of these shoppers has increased by 38% in Brazil, the United Kingdom, and the United States since 2020. While brick-and-mortar stores are experiencing a resurgence, eCommerce preferences have decreased. Just 29% of consumers exclusively use online channels in 2024, down from 34% in 2020. The study also highlights that features like detailed product information, free shipping, and digital try-ons are attracting Click-and-MortarTM shoppers to both physical and online stores.