Online and physical stores have a surprising symbiosis
Fresh data shows us that sales from online retailers don’t cannibalise offline sales – indeed, the opposite seems to be the case
It comes as a surprise to few that e-commerce is a large part of the modern retail landscape. As of March 2022, 47 per cent of card transactions were online, up from 31 per cent in 2015.
Some view this changing landscape as a zero-sum game, with sales from online retailers cannibalising offline sales. This, however, underestimates and somewhat misinterprets the connection between the on and offline worlds and how both sales channels can aid ...