What's Happening?
New research from gStore, a division of GreyOrange, indicates that U.S. consumers are increasingly frustrated with in-person shopping experiences due to persistent inventory problems and inefficiencies in retailers' omnichannel operations. The 2026 Eye
on Inventory Report: Shopper Edition, based on a June survey of 1,035 U.S. adults, reveals that 78% of shoppers have encountered sold-out or limited-quantity items in stores within the last 90 days. Furthermore, 57% found items marked as 'available' online were out of stock in physical stores. Omnichannel operations, such as curbside pickup and on-demand delivery, have inconvenienced 37% of shoppers, leading to longer checkout lines, unavailable store associates busy with online orders, and physical obstructions from delivery workers. These issues are causing a significant shift in consumer behavior, with many actively avoiding certain stores or adjusting their shopping times to circumvent chaotic experiences.
Why It's Important?
These findings highlight a critical challenge for U.S. retailers: the disconnect between online availability and in-store reality, coupled with operational strains from omnichannel fulfillment. The report underscores that 43% of consumers would shop in person more frequently if inventory issues were less common, and over half (53%) have already altered their habits, including increased online comparison shopping and checking stock before visiting stores. This trend directly impacts in-store revenue streams, as frustrated shoppers are taking their business elsewhere. The research also points to the impact of labor shortages, with 42% of shoppers struggling to find assistance and 28% citing 'rude, unavailable or uninformed store associates' as a deterrent. Retailers failing to address these foundational inventory and operational problems risk losing customer loyalty and market share to competitors who can provide a more seamless and reliable shopping experience.
What's Next?
To mitigate consumer frustration and retain in-store revenue, retailers must prioritize fixing their foundational inventory and omnichannel operational problems. According to Akash Gupta, CEO of GreyOrange, this includes improving inventory accuracy and streamlining in-store processes to better manage online orders without negatively impacting the in-person shopping experience. Investing in technology, such as fast and functional in-store mobile apps and tools that help associates locate items, could alleviate the burden on short-staffed teams and improve customer service. Retailers may also need to re-evaluate their staffing models and training to ensure adequate support for both in-store shoppers and omnichannel fulfillment. Failure to adapt could lead to a continued decline in physical store visits and a further shift towards online-only purchasing or competitors with more efficient systems.
Beyond the Headlines
The report's insights extend beyond immediate operational fixes, touching upon broader shifts in consumer expectations and the evolving role of physical stores. The data suggests a growing demand for real-time inventory accuracy and seamless integration between online and offline channels, transforming what was once a 'nice-to-have' into a baseline expectation. The impact of tariffs, which continue to influence 45% of shoppers' habits, adds another layer of complexity, pushing consumers to track prices more closely and seek out retailers who absorb extra costs. Furthermore, the research highlights the influence of Gen X and millennial parents, who are more reactive to inventory issues and engaged with retail technology, indicating that future retail strategies must cater to tech-savvy consumers with high expectations for efficiency and convenience. The long-term success of brick-and-mortar retail will depend on its ability to evolve into a truly integrated part of an omnichannel ecosystem, rather than a separate, often frustrating, shopping channel.
