JLL report highlights consumer shift toward physical retail autonomy

A global report by JLL titled ‘Resetting the Retail (Algo)Rhythm’ indicates a shift in consumer behavior characterized by ‘digital fatigue.’ While technology continues to advance, consumers are increasingly seeking autonomy and sensory experiences in physical stores that algorithms and online shopping cannot provide.

In Poland, e-commerce currently accounts for approximately 10% of retail sales, with projections suggesting it could reach 15% by 2035. Despite this growth, physical stores are expected to remain dominant, handling roughly 85% of transactions. The research highlights that 83% of consumers enjoy discovering products in-store that they had not previously searched for online, while 45% feel that algorithm-based recommendations can limit their choices.

Experts suggest that the era of prioritizing technological novelties in retail is evolving. Instead of constant digital personalization, physical retailers may find more success by offering environments that allow for spontaneous discovery and mental respite from constant screen interaction.