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Balancing store and online in the multichannel equation

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The snapshot of the ecommerce and multichannel industry that we share in today's InternetRetailing newsletter emphasises the continuing importance getting the balance right between the store and online in the multichannel equation.

There's no doubt that online – and particularly mobile – commerce is the driving force behind UK retail sales growth, as demonstrated once again in today's BRC figures, and that individual pureplays such as Gear4music are individually enjoying the kind of sales growth that long-established multichannel retailers can only dream about.

But stores, and the high street, remain important to retail. That's not only because most sales still take place in stores – and figures out this week from Kantar Worldpanel show that high street traders are growing their share of sales in the physical entertainment category – but because it's not either/or when it comes to sales channels, but all.

The store is important, the website is important and mobile commerce is important for shoppers who want to buy at the moment that suits them best. Thus, NotOnTheHighStreet.com is this week <trading from a pop-up shop in London's Spitalfields to mark 10 years in business – guest analysis comes from Will Collin of Naked Communications – while high street retailer Space NK has launched a new, fully responsive version of its website in order to ensuring it is giving its customers the service they demand both in the store and online.

Finally, today's guest comment comes from Adrien Nussenbaum of Mirakl, who considers the potential for marketplaces in B2B commerce.

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