The devolution of eCommerce

Looking at data on eCommerce growth in the last decade, it is almost impossible to interpret such high results. With some sources saying eCommerce has grown of 5000% in the previous years, it is evident that a large portion of brick and mortar businesses has moved online.

 

This run towards online seems unstoppable and only destined to accelerate. This has forced marketers and brands to adapt their strategies to the online world, often with a loss of consumer experience.

 

However, there is also another breed of brands that has never pursued this transition. In fact, as many brands were completing the problematic passage from brick and mortar to online, many online brands were born without physical retail. These brands, who have been riding the wave of growth in the eCommerce landscape, are encountering similar issues with the experience.

 

The store becomes the epicentre of the brand story-living.

 

 

Online brands are now doing the opposite of most retailers and are opening their first physical stores. These places are less designed to generate sales, but more to give an alternative experience to the customer and create brand loyalty.

 

Some of these brands are: ThredUp, Amazon Go, Warby Parker, Bonobos, Zalando and many more

 

Just as many brands need to think how to adapt their strategy to the online commerce, brands also need to keep in mind that physical stores can become an extension to their online counterparts and play with experience to grow the customer base.

 

At OmniShopper we are experts at finding the perfect balance between maximizing online sales performance and creating a unique customer experience.

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