In an age of booming e-commerce, physical stores remain vital, offering experiences and community connections that digital platforms can’t replicate. A survey by India’s rural retail chain, Star Localmart, shows that offline shopping remains the preferred choice for a majority of rural consumers. The survey, conducted among 5,000 consumers from five cities, including Kolhapur, Mumbai, Pune, Karnataka, and Delhi, found that 67% of respondents choose to shop at their local retail supermarkets, with just 35% relying exclusively on online platforms.

Most notably, 60% of shoppers say they trust the quality of goods more after seeing them in person and appreciate immediate access to products, which is a significant gap in current e-commerce offerings. Personalised service and staff assistance also play a crucial role, with 61% of respondents citing these factors as reasons for favouring supermarkets over online platforms. Concerns with online shopping remain prevalent: 54% have faced problems such as delivery delays, product damage, and complicated returns, which reinforce scepticism about digital purchases.

While online shopping offers advantages like home delivery and a wider product range, these are often outweighed by rural consumers’ desire for trust, immediacy, and community connection. Star Localmart’s survey demonstrates that supermarkets are more than just retail hubs; they are anchors of rural economic and social life.

“This survey proves that the human touch, trust, and reliability of retail supermarkets are irreplaceable in rural India,” said Shrenik Ghodawat, Managing Director of Sanjay Ghodawat Group. “While e-commerce is expanding rapidly, it still cannot bridge the gaps that matter most to our communities. Our stores are not just retail outlets; they are gathering places where relationships are built and local livelihoods are supported. As we move forward, our commitment is to blend innovation with tradition, ensuring that rural shoppers enjoy both the convenience of modern retail and the warmth of personal service.”

When rural consumers were asked how supermarkets could better serve their needs, the top suggestions included a greater selection of local products, enhanced in-store services, and more flexible payment options. These insights reflect a clear demand for continued innovation and responsiveness in the offline retail sector.