Towards “de-digitization”?

Many Pure players have decided to change the way they operate and go back to physical stores such as Zalando, which announced on April 28 that it was looking at opening some stores.

However, the e-commerce sector (products and services) is more than 129 billion euros in 2021, up 15.1% throughout the year, Online product sales +7% vs 2020. kept growing withE-commerce now represents 14.1% off retail As against 13.4 per cent last year,11% increase in the number of e-commerce sites in one year, 2.1 billion transactions Made on the Internet in 2021.

However, it should be noted: Many e-commerce players are opening stores today. Spartu represents a good example in this regard, with more than fifteen physical stores opening in 2015, a figure that should be increased to 50 by 2018 according to the company’s CEO, Boris Saraglia. However, “pure players” have considerable advantages, especially thanks to the price or availability of articles. So why this reversal?

With travel restrictions and curfews in place, 2020 has been a good year for convenience stores. According to an IRI study, the convenience store business in France reached 12.6 billion euros in 2020, an increase of over 8%.

try and get advice

If e-shops are customized and allow you to see items from every angle, the possibility to try them on allows you to take the brakes off on purchases. Customers are now looking for advice on touching up and trying out different products. Extra sales are also preferred by sellers who can advise and order products in-store with just a few clicks.

tough competition on the internet

We often imagine that opening an online store is a bit like having no competition. If businesses are engaged in a fierce battle to attract shoppers to the street, e-commerce faces the same phenomenon with keywords. Internet marketing-related expenses have increased significantly, especially because of Google’s virtual monopoly on Internet searches. In order to attract as many people as possible to web shops, the amount spent grows very quickly, especially when we know that the ratio between the number of visitors and purchases is usually around 1 to 3%.

a necessary loyalty

According to many observers, it will thus be an endless race that will only lead to the disappearance of e-commerce without the effort of loyalty. Today, e-merchants therefore want to attract their audience to their point of sale where the conversion rate is increasing. If growth slows, it tends to be more stable over time. Fans are also happy to be able to meet the brand in physical stores.

customer still suspicious

Contrary to what one might think, many internet users are still reluctant to give their bank details online. Confidence also affects the product as 40% still prefer to touch the product before buying. In the end, we may wonder if it is not the convergence of physical-digital commerce that will dominate…

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