Efficiency has emerged as an important consumer value and thus has increased the importance of the in-store search as one facet of consumer transaction costs. This chapter contributes to the development of a marketing theory of the firm by analysing the consumers’ in-store efficiency ratios and the retailers’ natural sources of resistance to offer efficiency to all of their customers. We propose new behavioural metrics for consumer transaction costs. Our data from the behavioural tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.