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Online sales complement high street stores, study claims

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The study commissioned by eBay from Deloitte found that over 95 per cent of women’s dresses sold online were in addition to spending in stores. This suggests that for every £100 spent with these retailers beyond the stores, only £5 would have been spent in their high street shops anyway.

Ian Geddes, head of retail at Deloitte said: “This study sets out to answer the question of how shopping beyond the store is affecting offline retailing.  

“While this is a sector specific study and more research is required to draw industry-level conclusions, it suggests that a broad presence across channels can in many scenarios positively influence store sales. It highlights a significant opportunity for retailers to use a mix of stores and online presence to boost the bottom line, selling at home and abroad.”

The survey also showed that retailers with a presence on eBay have experienced an increase in store sales by 1.2 per cent, as consumers can make use of cross channel options such as payment via mobile or Click & Collect to make shopping a more personal and convenient experience.

Jacob Aqraou, senior vice president, EMEA, at eBay added: “Retailing is not about online versus offline, as they can work well together for customers, as shown by the popularity of Click & Collect.  Consumers want the best of both worlds, shopping online and across multiple devices, and picking up or browsing in store.” 

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