What will online shops never achieve?

**The objectives set at the beginning of the thesis were achieved through literature description and surveying. ** Let me list them systematically: 1. To determine the advantages and disadvantages of online shops The perspective from the buyer's side reveals that most people cite quick product discovery, cheaper products and the possibility of purchasing 24 hours a day, 7 days a week as advantages. From the seller's side, we find many more advantages, which are mostly represented by lower entry costs, greater flexibility in adapting the offer, the possibility of greater and faster reach of the target group or people, and the irrelevance of geographical location, which is essential in physical shops.

Problem

**The objectives set at the beginning of the thesis were achieved through literature description and surveying. ** Let me list them systematically: **1.

Results

To determine the advantages and disadvantages of online shops** The perspective from the buyer's side reveals that most people cite quick product discovery, cheaper products and the possibility of purchasing 24 hours a day, 7 days a week as advantages. From the seller's side, we find many more advantages, which are mostly represented by lower entry costs, greater flexibility in adapting the offer, the possibility of greater and faster reach of the target group or people, and the irrelevance of geographical location, which is essential in physical shops.

Disadvantages for buyers are mostly represented by high postage costs, problems with returning products and claiming warranty, whilst for sellers, extremely strong competition, with which they sooner or later destroy prices. **2. To determine why traditional shops are still so strongly present ** Despite the trend of online shops, which has flourished with technological progress, most companies (including those literally 'born' on the internet) have found that a physical shop represents an excellent shop window, which is good to have, as we establish a genuine relationship with customers that e-shops find very difficult to achieve. **3.

To determine why traditional shops are still opening with such great interest** Entrepreneurs, who mostly operate online, have realised that the online market has become oversaturated. Prices have started to be destroyed, and there is also the problem of a constant competitive battle for top positions in the Google search engine, whose costs reach great heights. Research and personal experience have shown, amongst other things, that margins in online shops are destroyed much faster than in traditional ones.

Shops that previously operated only online usually decide on a traditional shop for the reason that they cover all markets and also enable the last customers, who are wavering between the options to buy or not to buy, to see the product in person and dispel all doubts that separate them from purchase. 4. To determine why people in the 21st century still like to shop in traditional shops In a digitally oriented time, when most friends only communicate via the internet, people have started to value the practical and physical experience that a traditional shop can offer them.

This was also confirmed by research on Generation Z, who by all assumptions should only shop online, but the results show that as many as 98% of them shop in physical shops. 5. To research the field of neuromarketing and merchandising in connection with more successful sales in traditional shops These objectives were combined, as the results obtained from the first are reflected in the actions or applicative part of the second. It was found that the main objective is to make the purchase as attractive and simple as possible.

In doing so, we help ourselves with various moves, such as: appropriate lighting, signs, scents and design of the shop and shop window. Most things happen in their subconscious during the purchase, which means that if the purchase contains numerous unpleasant stimuli, they will quickly decide to leave the shop with an empty bag. 6. To research future trends Based on current findings, I believe that the light at the end of the tunnel for physical shops is much brighter than for online ones.

The first reason is physical contact, which is of extreme importance to people, the second, extremely strong competition online, and the third, Generation Z, who still like to shop in traditional shops. If companies want to be successful, they will not be able to trade uniformly, but will have to be present on all channels, and also offer customers both online and physically a purchase that will be an experience or unforgettable experience for them. In the research part, when comparing online and physical shops, the following hypotheses were set, which are commented on below: H1: With the expansion of new technologies, online shops are already catching up with traditional ones.

With the results of the online questionnaire, I confirm my hypothesis, as they showed that as many as 97% of respondents believe that online shops have improved in recent years in terms of appearance and clarity. 75% say that they feel they are increasing their share of purchases via the internet in the last year. Also, for 40% of respondents, the amount they have to pay for a product has no impact.

This means that today's online shops have many payment options or variants that dispel customers' doubts that the purchase could be risky. This finding seems very important to the author, as until now it was precisely the lack of trust in payment that gave physical shops a great advantage. Online shops have now caught up with them, so physical ones must think of a way in which they will be first again in this area. H2: Man is a social being, therefore in the computer age, when shopping, we are returning to personal contacts.

I also confirm the second hypothesis, as only 27% of respondents believe that salespeople are not helpful to them. Almost half emphasise that a good adviser is very important to them, as they advise them which product is better and why it is better than another. 17% of respondents even say that they can get into a conversation with advisers and find out other useful information. H3: A more attractive product display contributes to more successful sales both in online and physical shops.

I must reject the hypothesis on the basis of the obtained sample, as for most respondents, attractive product display does not represent great importance. Only 21% of respondents answered that they make an impulse purchase in a physical shop due to the ambience and design of the shop, which would create a shopping experience. Product display does not have a special role for respondents in an online shop either, as 78% of respondents decide on an online purchase only if the product is not offered in a traditional shop, in second place with 58% follows the reason that the product is cheaper. H4: With better knowledge of customer psychology, we can physically sell the same product as in an online shop for a few % more expensive.

I believe that the answers (65% affirmative) indicate that in a physical shop we can achieve a higher price, amongst other things also due to knowledge of customer psychology. The latter would, however, need to be researched more broadly and precisely, as the online questionnaire was carried out amongst younger people, who mostly live in Maribor or its surroundings. In addition, I should add that the results in Ljubljana or some more developed city could be quite different.

The main factor that directs purchase in Maribor is price, so people do not even look at the shopping experience. I also believe that the results would show differently if 65% of respondents were not less than 25 years old, as students think quite differently from mature people. During the study and research, the opinion was further confirmed that thinking about the future of online shops is 'herd behaviour', and that the future is intended for the shopping experience that physical shops will be able to offer with the help of technological innovations and promotions via online channels.