New research reveals that convenience has become one of retail’s most valuable currencies, with shoppers increasingly willing to spend more with brands that remove friction between online and in-store experiences.
The findings from Visualsoft’s One Shopper, One Journey report surveying 2000 UK consumers show that 33 per cent of shoppers would pay a premium for a seamless shopping journey. Among younger consumers aged 18–34, that figure rises to more than 60 per cent, underlining how strongly convenience now shapes purchasing decisions. Frictionless shopping is key for younger demographics, and that includes everything from knowing what’s in store before setting out, simple payments, earning loyalty points no matter where you are, and delivery systems.
Today’s shoppers rarely think in channels. Instead they move fluidly between digital and physical retail, expecting the same experience wherever they interact with a brand. A huge 9 in 10 (88 per cent) of shoppers now blend online and in-store shopping.
When retailers fail to connect those experiences, customers notice quickly. 70 per cent say price mismatches between online and in-store channels make shopping stressful, while 69 per cent expect the same payment methods to be available everywhere they shop. 75 per cent say it is important to be able to check stock online before visiting a store, rising to 90 per cent among 18 to 24s and 89 per cent among 25 to 34s.
The research also shows that seamless experiences directly influence how often people shop and how they feel about a brand. Confidence also rises when experiences are joined up. 74 per cent of shoppers say they feel more confident buying from brands that offer a connected journey across channels. 70 per cent of shoppers say they would shop more often with retailers whose loyalty schemes work consistently both online and in-store. When rewards, points and offers travel with the customer across every touchpoint, the experience feels more dependable and personal.
Payment consistency plays a similar role in building confidence. 48 per cent of shoppers say they would be more likely to shop with a retailer if they could use the same payment method across online, mobile and in-store journeys, while 69 per cent say they feel reassured when that consistency is in place. When shoppers know the experience will work the same way wherever they appear, it removes hesitation and makes repeat purchases easier.
Ease also shapes how people feel about the brand itself. 80 per cent of shoppers say they feel happier buying from retailers that make returns simple, no matter where the purchase was made. What might once have been seen as a logistical challenge for retailers has become a powerful moment for strengthening customer relationships.
Consistency across the wider shopping journey matters just as much. 69 per cent of shoppers rank consistent prices and promotions across online and in-store among their top shopping priorities, highlighting how quickly confidence can erode when experiences do not match.
But technology for its own sake isn’t valued – shoppers are increasingly pragmatic about retail innovations. Just 33 per cent say they are excited by new innovations, yet enthusiasm rises sharply when technology genuinely makes shopping easier. More than half (53 per cent) of consumers aged 18–34 say they would use an AI assistant for product recommendations or help at checkout, while 73 per cent of 25–34 year olds are open to mobile self-checkout and 69 per cent of 18–24 year olds expect to buy directly through social platforms in the year ahead. The willingness to share data also reflects a clear value exchange. 81 per cent say they would provide their email address if it leads to personalised offers, but adoption depends on whether the technology reduces effort. When digital tools save time, clarify choices or shorten the path to purchase, shoppers embrace them naturally. When they add steps or complexity, they quickly become another source of friction.
Chris Fletcher, CEO at Visualsoft, said: “Whether they’re buying online, in-app or in store, today’s customers expect complete consistency across the entire shopping experience, whichever channel they choose. Research in our new report with Shopify shows that when pricing, payments, loyalty and stock all line up across online and in-store, customers feel much more confident in a brand – and that confidence turns directly into conversion.
“Tech like Shopify POS is key to making that possible. By connecting what happens in store with the wider eCommerce setup, retailers can create a single view of each customer and deliver the consistency they expect. Get it right and people buy. Get it wrong, and they vote with their feet.”
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