Across communities and countries, window shopping has long been a beloved pastime, where individuals stroll through shops, admiring products without any intention to buy.
While it’s uncertain how much window shopping translates into actual sales, many clothing merchants believe that it often encourages consumers to open their wallets.
However, a stroll through the once-bustling business streets of Muscat Governorates or its malls reveals a different picture: shops are increasingly staffed by saleswomen and salesmen, with passersby showing little interest in even window shopping.
According to industry sources, the retail sector is one of the largest employers of nationals in many emerging markets, including the Sultanate of Oman, which boasts one of the highest purchasing powers globally. Yet, experts warn that without significant reinvention, employees in retail—aside from those in food and beverages—may face considerable challenges.
A manager at a prominent watch store in a popular mall noted, “Consumerism isn’t declining; consumer confidence is low. Traditional brick-and-mortar stores are losing ground to e-commerce.”
He further explained that there’s a common misconception regarding stores and their sales executives: many customers struggle to express dissatisfaction with products or prices, preferring minimal interference in their purchasing decisions.
Samira, a frequent online shopper, echoed this sentiment, stating, “In traditional shops, sales staff often push certain brands for various reasons—higher profit margins, better commissions, or pressure to clear stock.”
Online shopping offers consumers greater autonomy, enabling them to compare prices across platforms and providing security in financial transactions. As Internet penetration continues to grow, traditional retailers in the Sultanate of Oman will need to make significant efforts to attract the country’s young population back to physical stores.
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