Clicks vs. Fittings: A Comparative Study of Online and Offline Clothing Purchases

Abstract

Introduction: The rapid expansion of e-commerce has transformed consumer purchasing patterns worldwide, yet traditional in-store shopping remains significant, particularly in emerging markets. This study explores consumer shopping behavior in Georgia by comparing preferences for online and in-store clothing purchases, with attention to demographic factors, perceived benefits and barriers, and the role of technology in shaping future trends. Methods: A quantitative research design was employed using structured questionnaires administered to 385 respondents, predominantly residing in Tbilisi. The survey captured data on shopping preferences, influencing factors, perceived challenges, and technology usage. Descriptive and inferential statistical analyses were conducted to identify key determinants of online versus in-store shopping behavior and to examine demographic variations. Results: The findings indicate clear distinctions between online and in-store shoppers. Online consumers primarily value secure payment systems, ease of use, and broad product availability, especially regarding size, color, and style options. In contrast, in-store shoppers prioritize the ability to try on clothing, physically inspect products, and complete purchases immediately. Major barriers to online shopping include sizing issues (22%) and concerns about product quality (24%), while in-store shopping is mainly constrained by crowding (31%) and limited stock (26%). Despite increasing digitalization, 42% of respondents expect to continue shopping mainly in physical stores. Technology plays a significant role in shaping behavior, with higher mobile application usage observed among women. Traditional product discovery methods, such as window shopping and search engines, remain dominant, whereas social media exerts a comparatively limited influence. Conclusion: The study demonstrates that convenience is the primary driver of online clothing purchases, while tactile experience and immediacy motivate in-store shopping in Georgia. Although e-commerce continues to grow, physical retail remains resilient. These insights can support retailers and policymakers in designing hybrid strategies that integrate digital convenience with enhanced in-store experiences to better meet evolving consumer expectations.