The surge in online shopping during the pandemic was unmistakable. At its peak, online retail accounted for a significantly larger share of total sales, driven by lockdowns and health concerns. However, as restrictions eased and shops reopened, the online sales share did not just return to the pre-pandemic levels but seemed to settle around a new, steady figure near 28%. What explains this post-pandemic plateau, and what can it tell us about evolving consumer preferences? In this post, we'll explore the factors behind this phenomenon, highlighting the roles of always-on access, research-first purchase journeys, and collapsing comparison friction—using everyday tools like vehicle servicing comparison sites and map applications as examples.
Understanding Post Pandemic Shopping Habits
The pandemic changed how people shop, no doubt. But more importantly, some habits stuck, while others faded. The Office for National Statistics (ONS) reports that online retail's britainreviews.co.uk share peaked at nearly 37% during strict lockdowns but has since settled at about 28%, well above the pre-pandemic rate of roughly 20%. So, what does a “28% online sales share” actually mean in everyday consumer terms?
Put simply, roughly 3 in 10 purchases now happen online, even though many shoppers still visit physical stores. The pandemic sped up a trend that was already taking shape: people blending online and offline shopping rather than seeing them as alternatives. This “hybrid” approach is key to understanding modern consumer preferences.
Always-On Access and Instant Lookup: The New Normal
One of the biggest shifts during the pandemic has been the expectation of instant access to products, prices, and information. Modern consumers want to check availability, prices, and reviews in real time, often while standing in or near physical stores. Smartphones mean that this ‘always-on access’ is now baseline, not a luxury.
Take vehicle servicing as an example. While many people have traditionally booked appointments by calling local garages or visiting in person, comparison websites have made it easier to instantly check options, prices, and user ratings. The ability to compare service providers on the spot removes significant friction, allowing consumers to make quicker, more informed decisions.
- Before: Phone around several garages or visit physically Now: Instantly compare prices, locations, and reviews online
Map applications also play a crucial role here. Consumers can verify garage addresses, check distance and travel times, or assess parking availability before booking online. This blend of online lookup with real-world context reduces uncertainty and friction.
The Impact on Online Sales Share
This constant, seamless access to information means consumers are more comfortable incorporating online steps into all types of purchase journeys—even those that end offline. It also means that some purchases that might have happened in store now begin online, contributing to a higher online sales share. However, many consumers still value seeing or trying products physically, so online sales don't eclipse offline but complement it.
Research-First Purchase Journeys: The Rise of Online Browsing
Another factor pushing the online sales share to settle around 28% is the rise of research-first buying. Consumers now routinely research extensively online before buying, regardless of whether they buy digitally or in person.
For example, if you're looking for a new sofa, you might:
Start on a website or app to browse models, styles, and prices. Read reviews and compare alternatives on specialist comparison sites or forums. Use map apps to check showroom locations and opening times. Finally, go visit in person to try the sofa or negotiate price. Purchase either in the store or back online with a discount code.This multi-step journey often crosses digital and physical channels multiple times. Even if the final purchase occurs offline, significant influence happens online. This research-first behaviour lifts online influence substantially without pushing online sales much above a certain point.
Why Can't Online Sales Share Keep Climbing?
Despite online’s strong role in research, consumers remain wary of purchasing high-value or experience-dependent products online alone. Furniture, clothing, and cars are good examples. The fear of misfit, dissatisfaction, or inconvenience of returns keeps some share firmly offline.
Additionally, many consumers enjoy the social and tactile aspects of shopping in person – for gifts, groceries, or personal needs. These preferences create a natural cap on online sales share in many sectors.
Comparison Friction Collapse: Easier Choices Fuel Online Growth
Historically, one reason for shopping in physical shops was the difficulty of comparing products and prices at home. That friction—to check several stores, gather leaflets, or ring shops—meant buyers mostly trusted their local store or brand reputation.
The rise of price comparison websites for services or Good Delivery platforms for groceries has largely removed this friction for categories that lend themselves to such tools. Consumers now can:
- Instantly compare prices from multiple suppliers. Check availability and delivery slots. Read verified customer reviews in one place.
Returning to vehicle servicing as an example, sites specialising in comparisons allow consumers to skip ringing around multiple garages by showing all options in one place. This friction collapse has driven more online bookings in this sector, contributing to the sustained higher share of online sales post-pandemic.
Small Frictions Still Hold Others Back
Yet, despite these advances, tiny frictions remain. Some users dislike clunky websites, others worry about delivery reliability, especially for bulky items, while older or less digitally confident shoppers may prefer face-to-face interactions. Map apps sometimes reveal inconvenient locations or distance barriers that push buyers offline or to local independents.
These micro-barriers mean online sales share growth will continue but at a more modest, sustainable pace rather than rapid spikes.
Summary Table: Key Factors Affecting Online Retail Share Post-Pandemic
Factor Impact on Online Sales Share Examples / Tools Always-On Access & Instant Lookup Supports hybrid shopping, lifts online influence Vehicle servicing comparison sites, map apps for address verification Research-First Purchase Journeys Increases online info gathering, even if offline purchase Product review sites, showroom locators, social media Comparison Friction Collapse Lowers barriers to booking/purchasing online Price comparison websites, multi-supplier platforms Tiny Remaining Frictions Sets practical cap on further online sales share growth Delivery concerns, preference for hands-on experienceConclusion: The New Hybrid Shopping Reality
Online retail settling at around 28% of total sales post-pandemic reflects more than just a temporary adjustment. It marks the emergence of a hybrid shopping ecosystem where online tools empower consumers with always-on information and comparison options, but physical stores remain vital for experience, immediacy, and reassurance.
Though the pandemic pushed consumers to try more online, the resulting habits didn’t replace offline shopping altogether. Instead, they refined consumer preferences, making shopping more informed and seamless across channels. Shoppers now expect instant lookup and easy comparison, whether they click ‘buy’ online or head to a nearby store.
For retailers and brands, the challenge is to meet these expectations while acknowledging the tiny frictions that can still trip up consumer journeys. Embracing hybrid experiences with clear, simple digital tools alongside great physical service seems the way forward—reflecting the more nuanced, settled post pandemic shopping landscape.