Holiday shoppers are not shopping online as one would expect. During the 2013 holiday season, US online sales surged 9%, while shopping at physical stores was up by just 2 percent, when compared to 2012 figures.
According to research firm comScore, during the two-month season that ends on New Year’s Eve, shoppers spent $9 in physical stores, and only $1 online.
Why? Online stores still didn’t fully solve many of the problems that made shoppers avoid buying online completely. Below, I list the main reasons for not shopping online, according to surveys and researches.