With just a few clicks, it's selected and paid for; that brand new guitar you've always dreamed of. The seller puts it in a box, shipping label on it and by mail order the package comes to you.

A scenario that horrifies the guitar purist, because a guitar you really MUST have had in your hands before you buy it AND compare it to others. In contrast, there seems to be an ever-growing group of consumers who see no problem in simply "clicking away" a guitar. And not just that entry-level 199 EU instrument. Also exclusive, expensive guitars are bought with the greatest ease online -unseen and unplayed.

But what is wise? Is the purist's vicarious itch at the idea of a guitar bought online justified, or unnecessary pressuring? Or does a successful purchase really require visiting the specialist; physically going to a store and testing, comparing and contemplating guitars?

Our own guitar and retail specialist, Marijn, shines his unvarnished light on this issue.

From my personal perspective as a guitarist and enthusiast, I cannot imagine having a guitar shipped unseen and unheard. My own private collection has come about over the years by bumping into awesome instruments. With each guitar I have a click and above all they all have a function. I added them to the collection for a clear reason; sound. For me it is essential that a guitar inspires. I find appearance or brand less relevant. And a guitar must be well built; as a guitar technician I can be annoyed by shortcomings or sloppiness that get in the way of playability and the ability to adjust a guitar properly.

But...I also realize that it is easy for me to talk, because through my work I am constantly coming into contact with great instruments and also know what can be less great about a guitar. When you have less experience with guitars and therefore perhaps have a less clear vision AND with the huge selection on offer taken into consideration, it may not be so easy for a consumer to get directions.

Maybe not, but the increase in online purchases is a logical consequence of the way we consume anno 2023 and how sellers know how to reach the customer. It is pretty certain that 99% of every purchase (of anything) begins with orientation and gathering knowledge on the Internet. And a specialized online retailer simply goes out of its way to give that orienting potential buyer a conclusive answer. In other words: "based on your applied filters and search query, this guitar is the best choice for you and buy it now = get it tomorrow". Prices can be transparently viewed and compared and thus the purchase process online is especially very easy and comfortable for the consumer.

I would like to say; of course! However, reality shows that I am biased, because the numbers show that more and more people are fine with ordering a guitar online. And probably in most cases that works out to their satisfaction. This is partly because nowadays consumers can get plenty of information through all kinds of -often also online- channels. Knowledge and especially experiences are widely shared. That in itself is a nice development, although the downside is that bad advice or wrong information is also circulating.

If you choose to bypass the offline support of a physical store and orient yourself completely online, then I think it is important, when it comes to the purchase of a guitar, to at least be well informed yourself, to be able to navigate within the enormous offer and to know what to look for. And just that is not easy; even for us -and we are intensely involved with it every day- the offer is sometimes inimitable.

It is important to realize that a guitar is always exemplarily unique. When you line up 10 of the same model, not one is truly the same. So that exemplary uniqueness also means that a guitar with specific external features (e.g. a flamed maple top) can look really different from one copy to the next. For that reason, we at Klundert Music take our own product photos of the guitars in which it is relevant time and again. A lot of work, but special and / or expensive guitars cannot be bought based on stock photos; you literally don't know what you'll get. But also think about how a guitar feels in your hands and around your neck. The exact weight of a guitar can sometimes vary by hundreds of grams from one guitar to another. From a pound on, you start to feel weight difference really well.

True. The trick is, depending on your budget, you know how to set the right expectations. And in order to figure that out you sometimes need some background knowledge; general knowledge about production processes (where, how, by whom?) but also brand-specific knowledge about production and of course product knowledge. With that insight you will better understand and realize what you can or cannot expect for your budget regarding quality, level of finishing or for instance what kind of accessories are included (like a case or gigbag).

Of course this cannot be explained in one sentence or in general for all guitars. But; very broadly, there are some things that are useful to understand; for example, every guitar -no matter what it costs- is largely made by human hands. Even that private label guitar from 89 EU, because there is simply no such thing as a machine that poops out ready-made guitars.

Regardless of whether you made the right choice from behind your laptop; usually not. Logical too; there is a lot to fine-tune a guitar when it comes to playability. Guitars have often traveled a long way to get to the retailer. It may have been built in a country where climatic conditions are very different, perhaps such a guitar goes on a container ship and may lie in a local warehouse for some time. And because guitars in 99% of cases are made of wood -which is sensitive to weather conditions-a factory or manufacturer can never get a guitar perfectly tuned at a store. Even (or maybe, just maybe...) that very expensive, hand-built guitar requires the final love of a guitar specialist! We really see it as our job as retailers and guitar specialists to take care of that last step in finishing the product.

If you order a guitar where upon receipt it appears that the box is unopened, or you receive a guitar in the store from the warehouse in a closed box?; as far as we are concerned, that is not-done. Moreover, we think it is important to have seen and inspected the instrument for a while. We want to know what we're sending and be sure of a quality we can stand behind.

Absolutely! But I like to put this in more general terms; you can buy a guitar online from a competent specialist store. At least from the point of view of product quality and service. Small or medium-sized music stores are often more selective with their assortment; instead of a lot of choice, they offer a relatively high quality and well-considered selection. Also, you usually have to deal with a low-threshold service channel, so you may be helped faster, better and with much less hassle when after-sales are needed.

First of all, let's say that an online store is a very complex entity of IT, CRM, marketing, supply, logistics, etc. So-called E-tail is definitely a profession and specialty in itself which is completely separate from a product. Absolutely no easy, quick way of making money...no way. It takes a whole lot of work, energy, money and ongoing maintenance and development to establish and maintain a good e-commerce platform.

If you are very specific about an instrument, you may wonder if buying online is the best way to go. If you are very particular about how a neck profile feels, whether a nut is a mm more or less wide, or a guitar is a bit off balance on your lap -to name a few examples-, then it's really best to go to the store to pick out the perfect one. Also, if you are unsure of your choice or unsure about the transportation and delivery of your package; consider going to the store. Yes, it will take time, but take that day off, because you will certainly become wiser from it; most importantly, it will be fun!

Realize that delivery times are never guaranteed and that there are risks involved with transportation. Although it usually goes well, fortunately; every online store engages an external transport company to get an order to the customer and once a package is handed over to that carrier, the selling party no longer has any control over the delivery. So the promise of "next-day delivery" is in the hands of a package delivery company. As does the careful transportation and handling of your order. Realize that the carrier (after processing and transferring the goods!) is responsible for correct and timely delivery, not the selling party. When things don't quite go as they should or as you hoped, be patient and understanding in order to work out a good solution with the store you bought from.

And finally; as a consumer you have a legal right of return of 2 weeks after purchase (and more and more often a longer period is offered on the initiative of the seller), but also think about the work that a retailer does for you to prepare, pack and administratively process an order and that a transport company has to come into action. Sending it back can all be very easy and quick, but it's also a big waste of everyone's time, energy and environmental impact.