43% of consumers pay for their purchases with their mobile phone – Barometer & Study > Retail

Zebra publishes its study conducted on the purchasing behavior of consumers around the world. Back to stores is a reality, although 75% of consumers surveyed say that inflation is causing them to delay their purchases. More than three quarters of respondents (76%) say they want to stay there as soon as possible. At the same time, the use of self-service solutions grows: nearly half of consumers say they have used self-checkouts and nearly 4 in 10 have used cashless payment methodsπŸ‡§πŸ‡·

77% of merchants surveyed are considering replacing traditional checkouts with automated alternatives

43% of consumers surveyed prefer to pay with a mobile device/smartphone (23 points higher since 2019) and half prefer self-checkouts (19 point increase since 2019). The preference for a traditional checkout is down 20 points from 2019. In turn, the vast majority of merchants (77%) believe that employee checkouts are becoming less necessary due to automation technologies.πŸ‡§πŸ‡· Nearly half are renovating their stores by converting traditional checkout spaces into contactless, self-service options.

Acclaimed physical and digital brands

The Zebra study points to the fact that consumers want a seamless shopping experience, regardless of purchase mode. Seven out of ten people prefer to shop in-store and onlineπŸ‡§πŸ‡· Thus, they favor e-merchants with physical stores. The convenience offered by this type of sign is highly appreciated: 75% of consumers surveyed prefer having a delivery option for items and 64% opt for merchants that offer click and collectπŸ‡§πŸ‡· The same goes for reverse logistics: eight out of ten consumers prefer to buy from companies with a simple return policyπŸ‡§πŸ‡· “The era of siled omnichannel operations is out of step with how people shop today, comments Matthew Guiste, Sales and Industry Manager at Zebra Technologies. A unified commerce approach can help merchants meet the needs of consumers, whether they are shopping online, in-store, on social media or on their phones, to improve their overall experience.”

on their side, nearly half of surveyed merchants have reserved space in their stores for in-store pickupthus supporting consumer order fulfillment preferences. Smartphone orders continue to grow, with more than eight in ten consumers and nine in ten millennials using this method. Among them, seven in ten would like to see more merchants offer it.

Eight out of ten consumers order via smartphone

While nearly eight out of ten shoppers worry about price increases caused by inflation in basic necessities, they are not without these items. Employees surveyed by the study indicate that complaints about out-of-stocks are the main frustration of consumers. Traders are becoming aware of this: 80% of them recognize that maintaining real-time visibility of out-of-stocks is a big challenge and say they need better inventory management tools in terms of accuracy and availabilityπŸ‡§πŸ‡·

Valuing human resources

Among respondents, seven in ten merchants say they are satisfied with the help provided by their employees, compared to just 37% in 2007πŸ‡§πŸ‡· A majority of surveyed employees (78%) and industry decision makers (84%) say stores that leverage technology and mobile devices attract and retain more employees. To improve the shopping experience, eight out of ten merchants surveyed plan to allow more employees or seasonal employees to prepare or fulfill online orders for the 2022 holiday season, and help customers.

Search results differ by world regions

In Asia Pacific, 80% of retailers agree that staff training and development is a significant challenge. APAC consumers plan to do 54% of their Christmas shopping at the store.

After APAC (68%), Europe (69%) is the region where the impact of inflation on postponing purchases is weakest, compared to other regions. More than six in ten European employees agree that managing online order returns is a major challengeπŸ‡§πŸ‡·

Only 68% of merchants surveyed in Latin America see a drop in shoppers’ consumption due to inflation (compared to 82% globally). Nine out of ten consumers in Latin America use mobile ordering, putting this market first globally.

Finally, in North America, 69% of consumers surveyed would like more merchants to offer mobile ordering. More than 90% of decision makers surveyed say they are increasing the speed and convenience of holiday order fulfillment options.


4,200 global retail consumers, employees and decision makers were interviewed for this study between June and July 2022 by Azure Knowledge Corporation.

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