When shopping online there is (from my experience) a well thought through design of all the steps from finding the product(s) you want and need to the check out process and purchase of the product(s). It hasn't always been this easy as it is today but the larger e-commerce sites have spent much time on design and implementation of the process making shopping online a satisfying experience.
When I shop in the physical world, the opposite sometimes emerge. On numerous occasions through my 20+ years of shopping groceries, I find that in every two or three years the local store rearrange where they store things that I need, which is probably the same things as my fellow neighbors. They deliberately put the bread where the milk used to be and they put the vegetables where the ice cream used to be.
As a user of the store, I find it very frustrating not finding the things I need. I wander around in the store, ask personnel for advice, see other products I don't usually buy - and I still doesn't buy, even if that is the plan with the rearrangement in the first place - and it takes me three times longer to complete my task. This behavior from my local grocery store have inspired me to use an online service instead, where I don't have to spend time to find groceries for me and my family's daily meal. They deliver to my doorstep and the cost is about the same as in the local store. We've used this service for ten months and see no reason to go back and use the local store again. Sure, we go there on occasion, but the local store have lost more then half of what I used to spend there.
I agree to that I'm not the "average user", I'm more of an early adopter (even if I was late on joining Facebook), but if the service provided from another source is better and have the same price, users will eventually find its way there. For the online service the probability of a revenue increase at the cost of the local store is a real threat to the local store. Still this rearranging of items in the local store.
In the online world the scenario is the opposite. It takes less and less time to complete my task (buy what I need). I find this very interesting and I wonder why this is the case. Why is User Experience treated different in digital and physical stores?