In a year where global marketplaces expand aggressively, and consumers move seamlessly between channels, the role of the physical store is not shrinking. It is evolving.
85 percent of all retail still happens in-store
Even as e-commerce expands, it accounted for only 15 percent of total retail sales in Sweden in 2024. While the exact numbers differ by market, the pattern is similar across much of the Nordics. And even in countries with a higher online share, such as the UK where e-commerce represents around 28–30 percent, physical stores still drive the majority of total retail purchases. The in-store experience, shaped by frontline teams and human interaction, remains a decisive factor in customer behaviour.
This reinforces what we see every day across Maze users in Europe. Small behavioural improvements on the shop floor create a measurable impact quickly. When teams greet, guide, and support customers, conversion increases and loyalty strengthens.
Why customers still choose physical retail
The report highlights clear reasons consumers prefer buying in-store:
- Immediate access to the product
- Personal service and human interaction
- The ability to see, feel, or try items before buying
These are powerful differentiators, especially in an increasingly crowded and price-driven online landscape. Service, guidance, and presence are not abstract concepts. They are behaviours. And as Maze data consistently shows, these behaviours drive real results.
The customer journey is more connected than ever
One quote from the report captures today’s reality perfectly:
“The customer journey begins online and ends in the store, or the other way around. The interplay between channels drives sales forward.”
Shoppers are blending online research with in-store decisions or discovering products in person before completing the purchase digitally. This hybrid behaviour makes the physical store a crucial touchpoint in strengthening brand experience and long-term loyalty.
The report highlights three major trends shaping retail through 2035:
- More e-commerce players are opening physical stores
- Stores are becoming hubs for experience, service, and brand-building
- Global competitors like Shein and Temu increase pressure, making local customer experience even more important
Looking ahead
The future of retail isn’t digital or physical. It’s both working together. This means the everyday behaviours of frontline teams matter more than ever. They shape experiences, decisions, and build loyalty over time.
At Maze, we are proud to support retailers who invest in their people, empower their teams, and commit to improving customer experiences with one interaction at a time.
We wish you a strong end to 2025 and an even more impactful year ahead.
