A few weeks ago, I used Uber Eats to deliver me a case of bottled water, a dozen Starbucks iced coffee bottles, and a 12-pack of Gatorade Zero.
It cost a little more than going to the store less than two miles from our house, but instead of having to lug those bulky items from the store to my car and then my kitchen, I only had to bring them in from the front door.
That was either a lazy choice or evidence of excellent time management skills, but it's a solid example of how people use the internet. Because while people generally think it's much higher (I've asked the question to thousands of people on various podcasts and live shows over the years), digital sales are still a relatively small percentage of total retail sales.
"E-commerce sales in the second quarter of 2026 accounted for 17.1 percent of total sales," United States Census Bureau data showed.
Consumers have shifted some of their purchases online, and they're looking for convenience.
"The near-instantaneous gratification of online retail has evolved from amenity to necessity for many shoppers. Even though a slowing job market, high interest rates and tight credit have weighed on wallets, consumers still prize products and services that save them time or make their lives easier," according to results of a recent Morgan Stanley Research AlphaWise survey .
For some retailers, including workplace clothing maker Scrubs & Beyond, that has made physical stores an expensive luxury. In some cases, clothing retailers, including Torrid and Destination XL , have opted to trim store count.
Scrubs & Beyond, however, has decided to shut down its entire chain and move to a digital-only model.
Scrubs & Beyond primarily sells scrubs for use in hospitals and other medical facilities. These clothing items, it should be noted, are fairly loose, and once you know your size, they generally don't need a precise fit, which removes the need to try them on in a store.
For consumers who already know their size, ordering scrubs online can be easier than making a trip to a specialty store.
Seventy-seven percent of U.S. consumers surveyed cited convenience - in terms of comfort, speed, accessibility, and availability - as a key factor when making purchasing decisions, the Morgan Stanley data showed.
Another state just banned a controversial retail pricing practice
"Consumers are willing up pay up to 5% more, on average, for convenience and they will in many cases choose one product or service over another if it is more convenient," said Morgan Stanley U.S. Thematic Strategist Michelle Weaver.
"We believe companies selling products or services to simplify consumers' lives or make the purchasing process itself easier will see the most benefit from the convenience premium."
Scrubs & Beyond has more than 115 stores across 30 states, according to the store locator page on its website .
Reporting synthesized and verified under Nexvoro.tech editorial guidelines. Full primary records referenced via Yahoo Finance.
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