Small businesses have adapted to meet one key consumer demand

Convenience might be the first word to come to mind if consumers are asked why they rely so heavily on big-box retailers. Such retailers can offer a variety of products their smaller counterparts may not be able to match, and subsequently deliver those products with a speed that the average mom-and-pop operation cannot possibly keep up with. But the tide in regard to online buying is shifting, as surveys show a growing satisfaction with small business’ online offerings. A 2021 survey commissioned by the digital marketing platform Sendinblue found that 58 percent of consumers in the United States prefer the online shopping experience with small businesses over their larger counterparts due to the former’s ability to provide a more personalized and customized online shopping experience. In addition, 53 percent of consumers surveyed indicated they preferred online shopping with small businesses because they felt they received superior customer service with these firms when compared to larger online retailers.