News • 08.04.2021

Multichannel retail adoption accelerated during 2020 holidays

GlobalData report on ecommerce development during pandemic

The cable of a PC mouse lies in the shape of a shopping cart; copyright:...
Source: PantherMedia/digitalstorm

New research on the shopping habits of over 107,000 consumers since the start of the pandemic has shown that COVID-19 impacts drove increased adoption and growth of multichannel retail, further cementing its role in retail going forward.

Online channel growth in the six studied countries accelerated significantly during the holidays. Further, in five out of the six countries, online sales from multichannel are growing faster than overall online sales. This means the proportion of online sales supported by a physical store increased during the holidays.

According to the latest report by GlobalData ‘Holiday multichannel: United States, United Kingdom, France, Germany. Italy, Spain’, the penetration of online sales reached just over 31% of total sales in the UK and almost 21% in the US. In France online channel penetration reached just over 17% and Germany saw almost 18%. Even Spain and Italy, where online selling is more embryonic, posted an increase in penetration to 9.1% and 8.9% of total retail sales, respectively.

Neil Saunders, Head of Retail at GlobalData, comments: “Over 2020, retailers moved quickly to make their operations more multichannel and get stores to do some of the heavy lifting in servicing online orders. Consumers found options such as collect-from-store shopping and curbside collection very convenient. This is one of the reasons why orders collected from store more than doubled in the US over the holidays, and why countries such as Italy, where online has traditionally been less significant, retailers quickly educated shoppers to the benefits of store-collection.”

In Spain, multichannel accounted for 28% of online sales, up from 26% in the holiday period of 2019. In Italy, the same number was 27% in 2020, up from 24% in 2019. In France and Germany, multichannel accounted for 21% and 31% of online sales, respectively. Both were slightly up from 2019.

Saunders notes: “Although gains in France and Germany were very marginal, the fact that multichannel increased at all is remarkable – given that many non-essential shops were forced to close for part of the trading period.”

The only country where multichannel sales fell was the UK because non-essential physical stores were closed for most of the holiday period, which reduced the number of people browsing in store before buying online.

In addition to exploring the growth of multichannel, the report also assesses how much of the accelerated online grow was a function of true underlying consumer demand and how much was fueled by pandemic factors such as lockdowns and consumer health concerns.

In all countries, the research found that the pandemic temporarily inflated online penetration. Saunders comments: “When all UK non-essential stores were closed for most of the holidays, more consumers were forced to shop online. This is an exceptional event that is not driven by natural shopper preferences. Online penetration will come down as the European economies open back up.”

Source: GlobalData

related articles:

popular articles:

Thumbnail-Photo: The Citizen CT-S4500:  Cost-Effective 4-Inch POS Printing with Perfect...
31.05.2021   #printers #label printers

The Citizen CT-S4500: Cost-Effective 4-Inch POS Printing with Perfect Document Scaling

Compact, functional & stylish design with market-leading print speed

Say goodbye to inefficient laser printing as global specialist printer manufacturer, Citizen Systems, announces the all-new CT-S4500 POS thermal printer. A new and improved POS printer that’s been designed to serve across multiple ...

Thumbnail-Photo: ComputerSalg: Impressive growth, new premises and more technology...
30.04.2021   #electronic shelf labels (ESL) #price labelling

ComputerSalg: Impressive growth, new premises and more technology

To keep up with the growth and the rapidly increasing inventory, the company moved to a new domicile in 2020

The growth comet ComputerSalg, which started as a physical store in 1996, where you could buy computers, hardware and software, has today grown to be one of Denmark's largest webshops. The corona crisis has accelerated the business further at ...

Thumbnail-Photo: Digital workers in retail: More time for important things...
19.04.2021   #personnel management #software applications

Digital workers in retail: More time for important things

Relieving employees with intelligent automation

Retail customers today demand superior quality and a world-class service experience in real time. Companies must strike a balance between the need for qualified personnel and high customer demands if they do not want to jeopardize the satisfaction ...

Thumbnail-Photo: Payments keep going digital and mobile
06.04.2021   #mobile payment #payment systems

Payments keep going digital and mobile

2.7 billion people to use mobile wallet apps by 2022?

As businesses open their doors online, payments solutions adjust to the change – and so do people. In a study conducted for Payvision, Kaleido Intelligence reports on the latest trends and forecasts in mobile wallets usage across the ...

Thumbnail-Photo: GLORY receives Top Supplier Retail Award 2021...
19.03.2021   #cashpoints #design

GLORY receives Top Supplier Retail Award 2021

The EHI Retail Institute has awarded GLORY the Top Supplier Retail Award

Checkout processes tailored to the needs of retailers which simplify the payment process for employees and customers: Glory is recognised as a technology partner in this year’s EHI Retail Institute awards with the Top Supplier Retail Award. ...

Thumbnail-Photo: Shopping for clothes with an avatar
19.05.2021   #fashion #artificial intelligence

Shopping for clothes with an avatar

H&M develops digital fitting room for a better shopping experience

Those who need new clothes at the moment will have a hard time trying them on in the store. This is because many stores have to remain closed due to the ongoing pandemic. To improve the shopping experience and to nevertheless offer the opportunity ...

Thumbnail-Photo: Southeast Asian online and offline health and beauty partnership...
06.02.2021   #online trading #e-commerce

Southeast Asian online and offline health and beauty partnership

Grab brings beauty products from over 2,200 Watsons stores to customers’ doorsteps

A.S. Watson Group, an international health and beauty retailer, and Grab, Southeast Asia’s super app, announced the largest O+O (online and offline) health and beauty partnership in Southeast Asia, spanning across six Southeast Asian markets ...

Thumbnail-Photo: Assortment planning: Knowing what customers want...
17.05.2021   #customer analysis #artificial intelligence

Assortment planning: Knowing what customers want

Bonprix relies on AI-supported assortment design

Which skirt is currently particularly popular? Should the dress remain on sale? How did the sweater sell last month? Product managers in the fashion industry ask themselves these and many other questions every day. At bonprix, the ...

Thumbnail-Photo: Grocery delivery by drone
07.05.2021   #retail #digitization

Grocery delivery by drone

Kroger and Drone Express transform e-commerce in grocery retail

The Kroger Co. and Drone Express, a division of TELEGRID Technologies, Inc. today announced a pilot to offer grocery delivery via autonomous drones, expanding the retailer's seamless ecosystem and providing customers with anything, anytime, ...

Thumbnail-Photo: You don’t need big tech investments, but creativity...
28.04.2021   #online trading #e-commerce

You don’t need big tech investments, but creativity

How brick-and-mortar retail can profit during (or thanks to!) the lockdown

The Corona pandemic has led to an immediate dovetailing of brick-and-mortar and online retail. This development is overdue, says Gerold Wolfarth, Founder & CEO of bk Group. We don't need large tech investments, but creativity, he points ...

Supplier

EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
CCV GmbH
CCV GmbH
Gewerbering 1
84072 Au i.d.Hallertau
GLORY Global Solutions (Germany) GmbH
GLORY Global Solutions (Germany) GmbH
Thomas-Edison-Platz 1
63263 Neu-Isenburg
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
40476 Düsseldorf
Elo Touch Solutions (Belgium) NV
Elo Touch Solutions (Belgium) NV
Wingepark 5B / 301
3011 Rotselaar
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart