I find it quite demoralising in store - why I do all my shopping online

For Jess, shopping online is not only about avoiding a trip to the high street. The main advantage is what happens when a purchase needs to be returned: sending an online order back feels less troublesome than shopping in person.

Returns shape the shopping experience

Jess says returning online purchases is less hassle than shopping in a physical store. That view places the returns process at the centre of the buying experience, rather than treating it as a separate issue after a purchase has been made.

The preference also reflects a straightforward appeal of online shopping. A purchase can be made remotely, while a return is considered easier to manage than going into a store. For Jess, that difference is enough to make online shopping the preferred option.

A clear preference for e-commerce

Jess describes shopping in stores as demoralising and says they do all their shopping online. The comment underlines how the overall experience of visiting a store can influence where a consumer chooses to buy, even when the issue is not the product itself.

For retailers, the observation highlights the importance of making returns feel manageable. A difficult or inconvenient process can affect how shoppers view the wider buying journey, while a simpler experience can strengthen the appeal of online purchasing.

What the comment shows

Jess’s experience is personal rather than a measure of wider consumer behaviour. It nevertheless shows how convenience, particularly when returning items, can determine whether a shopper chooses e-commerce over physical retail.