ICSC: Consumers value stores for 'simplicity,' 'immediacy'
Convenience is key for consumers – and visits to physical stores are still playing an important role in making the shopping experience easier.
According to a new survey from ICSC, shoppers are willing to pay for convenience in some situations, but many are prioritizing savings and evaluating whether convenience is worth it. A wide majority (90%) said they would accept slower shipping in exchange for savings, but 61% noted that lower cost matters more than convenience when shopping online.
Seven-in-10 respondents said that retailers should offer shipping that is both free and fast. Sixty percent are willing to accept slower shipping for savings, while still expecting both free and fast shipping as the standard.
ICSC noted that as online shopping becomes more expensive and complex with shipping and transportation costs in flux, stores offer consumers simplicity, immediacy and flexibility. Nearly six-in-10 (57%) consumers value stores for avoiding shipping fees and delivery wait times, while 63% value immediate access to products. Sixty-one percent said they value the ability to see or try products before buying, while 44% value easier returns and exchanges.
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“Our research shows that shoppers are willing to make tradeoffs when the value is clear, while also placing a premium on transparency and flexibility,” said Tom McGee, president and CEO of ICSC. “Physical stores remain an important part of that equation because they help solve many of the practical challenges consumers encounter when shopping online.”
Delivery costs, shipping speed and return policies are key factors for whether or not consumers complete a purchase or shop again with a retailer. Seven-in-10 online shoppers have abandoned their cart because of shipping costs, while 67% say return fees make them less likely to purchase online.
Sixty-five percent of consumers have stopped, or would consider stopping, shopping with a retailer because of delivery fees, slow shipping or inconvenient returns, according to the survey. Among shoppers who say return fees reduce online purchasing, 72% have stopped or would consider stopping shopping with a retailer because of delivery- or return-related issues.
Additional insights from the survey include the following:
- More than half (56%) of consumers say retailers are not upfront about return fees or costs before purchase, and 71% would be more accepting of return fees if they were disclosed upfront.
- Nearly two-thirds (67%) say return fees reduce their likelihood of purchasing online.
- Millennials (78%) and Gen Z (74%) are the generations most willing to pay extra for faster shipping, compared to just 32% of baby boomers. Half of Gen Z consumers have already stopped shopping with a retailer because of slow delivery, inconvenient returns or delivery-related costs, compared to a quarter (25%) of baby boomers.
- Consumers with household incomes of between $125,000 and $249,999 are more likely than average to stop, or consider stopping, shopping with a retailer because of delivery or return issues (76% vs. 65% overall).
ICSC’s “Cost of Convenience” survey was conducted online from May 13, 2026 to May 15, 2026, with a demographically representative U.S. sample of 1,000 respondents.
