From Ecommerce to Phygital: How the Shopping Experience is Evolving

February 14, 2023

Get ready for the next evolution in retail: phygital stores, which combine the convenience of online shopping with the tactile experience of in-store shopping

The future of commerce is a bright one, with the convergence of physical and digital storefronts leading to a new era of "phygital" shopping.

Over the past decade, ecommerce has exploded in popularity, with more and more consumers turning to the internet to purchase everything from clothing and electronics to groceries and home goods. This shift towards online shopping has been driven by convenience, lower prices, and a wider selection of products.

However, despite the growth of ecommerce, physical storefronts remain a vital part of the shopping experience for many consumers. There is something about the tactile nature of in-store shopping that cannot be replicated online, and for some products, such as clothing and home furnishings, being able to see, touch, and try out items before purchasing is essential.

As a result, the future of commerce will likely see a merging of physical and digital storefronts, with retailers adopting a "phygital" approach to sales. This could take many forms, such as:

  • Physical storefronts with interactive kiosks that allow customers to browse and purchase online products in-store
  • Online retailers with physical showrooms or pop-up stores where customers can see and try out products before buying online
  • Augmented reality (AR) and virtual reality (VR) experiences that allow customers to virtually "try on" clothing or see how furniture would look in their homes
  • Mobile apps that allow customers to scan physical products in-store and purchase them online, or purchase online and pick up in store

The phygital model offers numerous benefits for both retailers and consumers. For retailers, it allows them to reach a wider audience by leveraging the strengths of both physical and digital storefronts. It also allows them to gather valuable data on customer behavior and preferences, which can be used to improve the shopping experience and drive sales.

For consumers, the phygital model offers the best of both worlds. They can enjoy the convenience and selection of online shopping, while also having the option to see and try out products in person if desired. It also allows them to shop on their own terms, choosing the channel that works best for them at any given time.

Overall, the future of commerce is one where physical and digital storefronts will merge to create a seamless and enjoyable shopping experience for customers. As retailers continue to embrace technology and innovate, the phygital model will likely become the norm, offering consumers greater convenience and choice than ever before.

Back to Insights

Share this article