EDITORIAL Online sales increase ahead of a challenging winter as TikTok, the metaverse and RetailX highlight how consumers prefer to shop

The ONS has released figures for July’s retail sales showing a rise in online sales against an overall drop in total retail sales volumes as retailers turned to promotions to boost sales. Warnings of lowering consumer confidence, peak inflation and a recession herald a challenging winter ahead.

TikTok is helping brands and retailers reach consumers on its platform launching Shopping Ads that bring its ecommerce potential closer to the experience loved by shoppers on the Douyin platform in China.

We also report on limited edition luxury sneaker marketplace Edit LDN as it opens its doors in Bloktopia’s metaverse

In our summer editions of the InternetRetailing newsletter we’re surfacing stories, case studies and other content that have appeared in our series of RetailX reports over the last year to provide holiday reading at a quieter and more reflective time. 

Today we feature RetailX research into how shoppers prefer to buy – and why – that first appeared in the RetailX Top1000 Europe 2022 earlier this month. In addition, we share a case study from the report that features Elite-ranked retailer Amazon, with a focus on its German website that offers interesting insights into how the company meets customers’ expectations – not only in the German market, but across Europe. 

In today’s guest comment, Jessica Chapplow of Reprise Digital considers what brands can learn from Amazon Prime Day.

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