Blurred lines between online and in-store

Is referring to shopping via online and in-store ‘channels’ becoming increasingly out-dated, as consumers continue to adapt their shopping behaviour,?


A recent article by the Wall Street Journal explored the state of online sales in the U.S with information gathered from the SEC (Securities and Exchange Commission). They struggled to uncover concrete details about the amount of items retailers sell online in relation to total sales. They were also concerned about potentially misleading results being posted by retailers who claim high growth rates but do not disclose details of sales made online and in-store. With many retailers announcing impressive sales growth online, how does this really stack up compared with the totals?

The SEC stuggled to uncover concrete details about the amount of items retailers sell online

Within the Wall Street Journal piece they speak to the likes of Target about their strategy. Casey Carl, who runs Target’s omnichannel efforts, commented “There’s such a blurring of the lines that it doesn’t make sense to delineate between whether it’s an online or in-store sale”.


1 in 5 UK shoppers buy more online than in-store

Internet Retailing also posted some new research this week that shows 1 in 5 shoppers in the UK now shop more online than in-store, and almost another fifth shop equally as often online and in-store. Consumers clearly see value in the convenience of online as well as the ability to touch and feel items in-store. So why should shopping be defined by channel? Shopping today has come to have a whole new meaning beyond a traditional trip to the high street.