When Stores Run Out of Stuff

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The rise of e-commerce has, in some ways, reinforced the role of physical stores as fulfillment hubs and spaces for personalized shopping experiences.

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But it has also made brick-and-mortar retail worse, especially when it comes to inventory. Simply put, there’s not enough stuff. The numbers tell the story—out of a sample of 30 retailers, only 9% of their online assortment was available in stores.

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This creates a frustrating dilemma: while nearly 75% of consumers prefer shopping in physical stores, only 9% are satisfied with the experience, with lack of product selection and availability being a top complaint.

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The imbalance between channels is becoming a growing problem for some retailers, such as Kohl’s, which is now reversing past decisions to cut back on in-store inventory—bringing back popular private-label brands and petite clothing sizes after realizing that a leaner approach left customers frustrated.