# Why the In-Store Experience is Tapping into Customers’ Love for Ecommerce

Published 2021-09-27 · Updated 2026-07-23 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/why-the-in-store-experience-is-tapping-into-customers-love-for-ecommerce

> Shoppers are much more accustomed to ecommerce today than 18 months ago, but that doesn’t mean they aren’t still bringing the digital to the physical store. Studies over the last few years have shown a range of 60% to 80% of shoppers use their phone during the in-store shopping experience. With this overwhelming blend of…

Shoppers are much more accustomed to ecommerce today than 18 months ago, but that doesn’t mean they aren’t still bringing the digital to the physical store. Studies over the last few years have shown a range of [60%](https://www.emarketer.com/content/two-thirds-of-internet-users-check-phones-in-store-for-product-information-skipping-store-associates) to [80%](https://www.fmi.org/blog/view/fmi-blog/2018/09/19/in-store-mobile-phone-use-distracts-shoppers-and-increases-sales#:~:text=Findings%20from%20FMI's%202018%20U.S.,use%20a%20smartphone%20in%2Dstore.) of shoppers use their phone during the in-store shopping experience. With this overwhelming blend of the two retail worlds, it’s driving brick and mortar stores to experiment with how they can blur the lines of the physical experience with online convenience and frictionlessness.

Should stores offer a premium experience, elevated with digital tools, that entice consumers to come shop in person versus solely shopping online? Can the potential benefits for up-sells and brand loyalty match ecommerce’s level of shopping convenience?

For perspective, we turned to [Retail Refined](https://marketscale.com/shows/retail-refined/) guest, retail entrepreneur and founder of [Endear](https://endearhq.com/), Leigh Sevin.

---
Source: MarketScale, https://www.marketscale.com/industries/retail/why-the-in-store-experience-is-tapping-into-customers-love-for-ecommerce. Published for AI indexing and citation; cite the canonical URL. Site guide for agents: https://www.marketscale.com/llms.txt