Close this search box.

The growing significance of online retailing in the multichannel equation

This is an archived article - we have removed images and other assets but have left the text unchanged for your reference

Several pieces of news in today’s Internet Retailing newsletter underline the importance of a strategic approach to selling across channels.

Figures from the British Retail Consortium show that the importance of online is now growing within the multichannel environment. For while more than 80% of non-food sales still take place in a store, more than 60% of total retail sales growth across channels now comes from the online part of that multichannel equation.

That’s not to say the store doesn’t remain preeminent: indeed, we report this week on the move by Missguided, which has traded online since 2009, to venture into its first UK retail space. Rather, it seems the retail balance is shifting further online.

That’s underlined by research from OC&C Strategy Consultants which predicts that four leading ecommerce markets – of which the UK is one – will see online sales double by 2018. The study predicts an enormous opportunity for UK retailers – but particularly for those that have thoroughly localised their websites for international sales and especially those coming from the other three leading ecommerce markets: Germany, the US and China.

Today’s guest comment, from Damian Hanson of One Iota, is a timely one, since he explains why it’s important to think online and store at the same time.

We also report on new developments in the market: Apple Pay will be accepted in the UK in July, and UK merchants can now source direct from suppliers using the Chinese wholesale giant Alibaba, thanks to a partnership with the UK’s Brightpearl.

Our webinars

The next Internet Retailing webinar will be on June 18, when senior analyst Amy DeMartine from Forrester Research joins LogMeIn senior director, products, Ross Haskell to debate what it is that customers now demand from multichannel and ecommerce retailers, and how retailers can best respond. Delighting your customers with the right support takes place on June 18 at 2.30pm. To find out more and register for the free event, click here.

Jim Davidson, head of research at Bronto Software, returns for his third webinar with Internet Retailing on July 2. He’ll consider what retailers can learn from the two ‘moments of truth’ when shoppers may drop out of the purchasing process – and how retailers can win them back. He’ll also unveil the findings of Bronto research into a shopping cart and product page audit that spans more than 100 retailers. Revenue rescue: saving sales when shoppers stray is at 2pm on July 2. Find out more and register for the free webinar here.

Click to visit the Internet Retailing webinars page to catch up on any that you may have missed.

The Internet Retailing Awards

The Internet Retailing Retailing Awards will be held on September 24 at the Mandarin Oriental, London. Nominations are now open – click here to nominate your own company or one whose work you admire, and tickets are now available to buy.

Our research reports

Our research editors research and produce regular reports on pertinent ecommerce issues. The latest, on Conversion Rate Optimisation, comes from Liz Morrell who explains here why this is a must-read report. Click on the links too to download your free copies of the Seasonal Commerce Report and Customer Experience Report.

Read More

Register for Newsletter

Group 4 Copy 3Created with Sketch.

Receive 3 newsletters per week

Group 3Created with Sketch.

Gain access to all Top500 research

Group 4Created with Sketch.

Personalise your experience on