Sales & Marketing

Online sales complement high street stores, study claims

1 min read

19 February 2014

Online shopping isn't necessarily cannibalising high street sales, according to new research that looks at the impact of e-commerce on the high street.

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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