As businesses recover from the disruption of the pandemic, new research shows Australians prefer the online shopping experience more than that inside bricks-and-mortar stores.

The annual Retail Monitor survey from the Australian Consumer and Retail Studies (ACRS) unit of Monash Business School found that customers preferred online shopping due to product availability, promotions, product ranges and sales.

In the three months to September this year, about 70 per cent of Australians purchased clothing, footwear and accessories in-store or online, 49 per cent personal care items and 42 per cent household items.

Eloise Zoppos, a principal research consultant at the ACRS, said prior to the pandemic a “clear divide” between physical and online shopping experiences was common amongst shoppers.

“During Covid, online became the main non-grocery retail channel out of necessity and the majority of Australian shoppers turned to online methods.

“We’re now seeing the return of a preference for physical stores and shoppers are moving between the offline and online worlds more seamlessly than ever before.”

Alongside purchases, the survey also found that customers were more likely to return items bought in-store (about 66 per cent) compared to online (at 42 per cent).

Zoppos said it is “increasingly important” now that retailers provide shoppers with a “seamless returns experience” in order to meet expectations.

“Rather than seeing returns as a problem, retailers should look at returns as an important stage of the customer journey – when done right will result in customer loyalty, advocacy, and a cycle back to the purchasing stage.”