Living in the digital age gives us unlimited access to almost any topic within seconds. This has affected how we go about many things such as how we get our news, how we do research, and quite significantly how we shop. Online shopping has continuously grown over the years making it easy for consumers to get exactly what they want as soon as the next day. However, this has largely affected the experience of shopping in person. Malls across America are shutting down leaving buildings, that were once filled with endless storefronts and plenty of shoppers, completely abandoned. This has left many wondering how we got to this point and what this means for malls still trying to survive in the new-age market. 

The main appeal of online shopping is the convenience it gives shoppers. Being able to shop wherever and whenever makes it easier than ever to find a specific gift you’ve been looking for or a must-have item that an in-person store might not carry. Another huge appeal is it can often be much cheaper to shop online. You can easily switch between sites to compare the best price or be able to find a discount code through services such as Honey or RetailMeNot. Not to mention the money and time you save by not having to travel to go to the mall and spend time going from store to store to find what you are looking for. 

However, even with all of the convenience it brings, online shopping became significantly more influential during the COVID-19 pandemic. The pandemic made it nearly impossible to go in person to shop which led to several businesses shutting their doors for good. According to Captial One Shopping Research, there were only an estimated amount of 700 shopping malls left in the United States in 2022 compared to the 108,000 malls opened in 2010. This prompted many people to develop the habit of shopping online which has stayed with them even post-pandemic.

What has also contributed to the spike in online shopping is the rise of social media and influencing. Today, there is more pressure than ever to stay on trend and have the newest hottest item. However, trends are constantly changing and shifting almost on a day-to-day basis making it even harder for consumers to keep up. Social media has shifted to try and profit from this issue with services such as TikTok Shop or Amazon Store Fronts which profit both the influencer promoting them and the company itself. It is nearly impossible for in-person storefronts to be able to keep up and update their stock with the ever-changing trends and fads our society puts such a heavy emphasis on.

Although, even with the many perks that online shopping gives consumers, research has found that most prefer to shop in person rather than online. A recent survey found that 73% of people still prefer to shop for a product in person. Many believe that being able to physically see a product is a huge deciding factor in whether they decide to purchase it or not. Many also enjoy the experience of going to the mall and enjoying the many amenities it brings such as the food court or in-store promotions that are not available online. Online shopping will undoubtedly continue to grow, however, the demand for the in-person experience is still very apparent giving the future of malls a hopeful outlook.