Despite the rapid development of digital technologies and the availability of online shopping, traditional stores remain the main place for Belarusians to make purchases. Experts from the Institute of Sociology of the National Academy of Sciences of Belarus reached this conclusion during a large‑scale nationwide study.

Survey data show that most citizens still trust the familiar retail format. When it comes to food products, 95.1 % of respondents choose to go to the nearest supermarket or local store.

A similar situation is observed in other product categories:

• Cosmetics and household chemicals: 77.8 % of respondents go to regular stores for them.
• Clothing and accessories: 70.3 % prefer to try on items in person.
• Electronics and gadgets: 67.9 % of buyers also prefer offline sales points.

Youth sets the trends

However, as director of the Institute of Sociology of the National Academy of Sciences of Belarus Nikolay Myslivets notes, age differences in consumer habits are becoming increasingly noticeable. Young people aged 18 to 30 are much more active in using marketplaces and online platforms than the older generation. For instance, while on average 34 % of citizens across the country buy clothing and footwear on marketplaces, among youth this figure reaches 54.7 %. A similar trend is seen in electronics purchases: 38.4 % of young Belarusians choose online stores to buy gadgets, whereas the nationwide figure is 27.2 %. Even in the category of everyday goods, youth more frequently turn to the internet: 37.1 % of young people order cosmetics and hygiene products on marketplaces, which is noticeably higher than the national average of 25.6 %.

The presented data are part of a comprehensive sociological snapshot conducted on behalf of the Belarusian Institute of Strategic Research (BISI). The survey, held in July–August, involved 2,045 participants from all regions of Belarus.

The current presentation marks the final stage of the extensive work by the sociologists. Previously, experts had already presented the results of an analysis of socio‑economic attitudes and public‑political views of citizens, and now they have drawn conclusions concerning everyday habits and current agenda.

In summary: although online shopping is confidently gaining ground, especially among zoomers and millennials, physical stores remain the foundation of consumer behavior for Belarusians. It seems that the opportunity to see a product "in person" and receive it immediately after payment remains a decisive factor for the majority of our compatriots.