As physical stores regain traction in 2025, brick-and-mortar retailers are adopting digital tools to meet evolving consumer preferences. The rise in in-store shopping signals a shift from the pandemic-driven reliance on e-commerce, with merchants prioritizing convenience and personalized experiences to cater to their customers. Enhanced point-of-sale (POS) technologies and hybrid approaches now play a pivotal role in shaping modern retail environments.
During the pandemic’s peak, online shopping dominated retail as consumers avoided physical stores due to health risks. However, recent data highlights significant changes. Visa reports 77% of 2025 holiday spending occurred in-store, marking a notable increase in face-to-face purchases compared to previous years. Simultaneously, younger shoppers demand integrated online-to-offline experiences, pushing brands to combine physical shopping with digital features like interactive displays and loyalty apps. These trends show that customer expectations continue to evolve, favoring seamless shopping experiences across platforms.
What are Shoppers Looking for in 2025?
Consumers increasingly expect flexible payment options and digital tools during their in-store visits. According to PYMNTS Intelligence, over 43% of U.S. shoppers engage with stores for purchases, with 19% utilizing digital features such as online order histories and detailed product information while in-store. Retail experts emphasize that the desire for convenience and personalization is driving innovation, particularly as SoftPOS systems and portable payment tools gain popularity. Bellamy Grindl, founder of Retailytics, noted,
“Physical retail is making a comeback as younger generations crave experiences that go beyond the product itself. To succeed, brands must embrace an omnichannel approach, ensuring a seamless connection between online and in-store interactions.”
How Are POS Systems Evolving?
The evolution of POS systems reflects the broader changes in consumer behavior. Mobile payment options and contactless transactions have become mainstream, with companies like Visa and Mastercard (NYSE:MA) reporting substantial adoption rates for tap-to-pay solutions. Mastercard noted that contactless payments now represent over 70% of global in-person transactions, while Visa highlighted a 13% year-over-year growth in U.S.-based tap-to-pay usage. Providers like Fiserv and GoDaddy are responding by launching compact, portable POS devices like Clover Compact and Smart Terminal Flex, catering to small businesses and enhancing transaction convenience.
Compared to prior years, when digital payments were primarily associated with online shopping, the integration of similar tools in physical stores marks a significant shift. POS systems are no longer confined to traditional registers; they are becoming more mobile and flexible, enabling transactions anywhere within the store. This is a departure from the early 2020s when many retailers relied on fixed systems with limited adaptability.
As retailers refine their strategies to merge physical and digital commerce, they need to account for the growing consumer demand for connected shopping experiences. Merchants that invest in portable POS devices, loyalty programs, and interactive displays are better positioned to capture customer loyalty. Enhanced tools not only streamline transactions but also offer insights into consumer behavior, enabling businesses to tailor their offerings effectively.
Brick-and-mortar commerce demonstrates resilience, but its sustainability hinges on adaptability. Retailers must continue leveraging technology to enhance the in-store experience while addressing consumer preferences for convenience, speed, and personalization. Portable POS systems, contactless payment options, and omnichannel strategies are becoming essential components in this evolving retail landscape. By embracing these concepts, businesses can remain competitive while providing shoppers with a seamless and engaging shopping journey.
