A few weeks ago, I used Uber Eats to deliver me a case of bottled water, a dozen Starbucks iced coffee bottles, and a 12-pack of Gatorade Zero.
It cost a little more than going to the store less than two miles from our house, but instead of having to lug those bulky items from the store to my car and then my kitchen, I only had to bring them in from the front door.
That was either a lazy choice or evidence of excellent time management skills, but it’s a solid example of how people use the internet. Because while people generally think it’s much higher (I’ve asked the question to thousands of people on various podcasts and live shows over the years), digital sales are still a relatively small percentage of total retail sales.
“E-commerce sales in the second quarter of 2026 accounted for 17.1 percent of total sales,” United States Census Bureau data showed.
Consumers have shifted some of their purchases online, and they’re looking for convenience.
“The near-instantaneous gratification of online retail has evolved from amenity to necessity for many shoppers. Even though a slowing job market, high interest rates and tight credit have weighed on wallets, consumers still prize products and services that save them time or make their lives easier,” according to results of a recent Morgan Stanley Research AlphaWise survey.
For some retailers, including workplace clothing maker Scrubs & Beyond, that has made physical stores an expensive luxury. In some cases, clothing retailers, including Torrid and Destination XL, have opted to trim store count.
Scrubs & Beyond, however, has decided to shut down its entire chain and move to a digital-only model.
Scrubs & Beyond closing all its retail stores
Scrubs & Beyond primarily sells scrubs for use in hospitals and other medical facilities. These clothing items, it should be noted, are fairly loose, and once you know your size, they generally don’t need a precise fit, which removes the need to try them on in a store.
For consumers who already know their size, ordering scrubs online can be easier than making a trip to a specialty store.
Seventy-seven percent of U.S. consumers surveyed cited convenience — in terms of comfort, speed, accessibility, and availability — as a key factor when making purchasing decisions, the Morgan Stanley data showed.
More Retail:
- Home Depot is making a big bet on cautious consumers
- Another state just banned a controversial retail pricing practice
- JPMorgan just flagged a slow-build food crisis
“Consumers are willing up pay up to 5% more, on average, for convenience and they will in many cases choose one product or service over another if it is more convenient,” said Morgan Stanley U.S. Thematic Strategist Michelle Weaver.
“We believe companies selling products or services to simplify consumers’ lives or make the purchasing process itself easier will see the most benefit from the convenience premium.”
Scrubs & Beyond has more than 115 stores across 30 states, according to the store locator page on its website.
Shutterstock
Why Scrubs & Beyond is closing
Scrubs & Beyond has not shared a reason for its closure.
A message on the Scrubs & Beyond website simply reads: “All Retail Stores Closing — Shop the Sale.”
Scrubs & Beyond’s website actually still contains language promoting its physical stores: “Get a little less screen time, visit one of our 115+ stores in person,” the company shared.
It does also tout its digital properties on another page, promoting that it “is one of the largest scrubs-based ecommerce businesses with a relentless focus on customer experience.”
The chain did not answer a request made through its “Contact Us” page for comment on the closures. No timetable for the shutdowns has been shared, but many locations have already begun going-out-of-business sales.
Digital retail has changed shopping
RTM Nexus CEO Dominick Miserandino sees no reason for shoppers to buy scrubs from physical stores.
“I’m thinking if it’s something that’s a fixed, not try-on product, repetitive, same uniform every time, people don’t want to go to a specialty shop anymore. They [want to] go on Amazon, find their thing, and be done with it,” he told TheStreet.
Consumers see convenience as a major driver for why they make purchases online, according to Pew Research.
- 78% of internet users either agree (53%) or agree strongly (25%) with the proposition that shopping online is convenient for them.
- 68% of internet users either agree (47%) or agree strongly (21%) with the notion that online shopping saves them time.
Online retailers can also win over shoppers by offering liberal return policies.
Shipping and return policies are the make-or-break features for the overwhelming majority of online shoppers: 90% of survey respondents said free shipping was very or somewhat important, while 84% said the same of fast shipping and 81% for return policy, according to the Morgan Stanley data.
“These numbers exemplify the way high tech and high-speed delivery have helped shift the center of gravity of the shopping experience away from the store and to wherever the shopper wants it to be,” Morgan Stanley’s U.S. internet analyst Brian Nowak said.
ALSO READ: 49-year-old clothing chain closing stores as its shoppers shrink
