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This study explores the meeting of monastic suppliers and consumers through the prism of the buying experience. Semi-structured interviews with buyers in the context of physical and virtual religious points of sale show that societal and local contexts enhance the experience in the abbey store, while the e-experience appears to lack contextual influence. This capacity of the abbey store to transfer meaning encourages monastery managers to accentuate factors that create ambience and to improve the potential of merchant websites to provide an immersive experience, in a way that is consistent with the heritage of monasteries. The virtual channel could increase customers’ attachment to the physical monastic site.