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Online stores get more physical

Rafał Ostrowski 28 November 2017

Rafał Ostrowski


+48 22 356 25 11

Rafał is a journalist at ‘Eurobuild CEE’. Previously he worked for Wydawnictwo Murator and for Shopping Centre Magazine, as well as for retailnet.pl. He has also written for many newspapers and magazines as a freelancer and published photo-reportages from his travels to Asia, where lived and worked for some time. Rafał graduated from the University of Warsaw in philosophy. He also completed postgraduate studies in text editing. He enjoys sailing, travelling and family life. For ‘Eurobuild CEE’ he specialises in eastern European markets and is responsible for the film direction of Eurobuild TV.

EUROPE A growing number of formerly ‘pure-play’ online retailers are opening physical stores as the growth in internet sales looks set to slow over the next few years, according to research by Colliers International.

By 2021, the growth in e-commerce sales is expected to decline from the current level of around 11 to 7 pct. Online retailers are increasingly using physical stores to bolster their sales and their brands. The new trend is being labelled ‘showrooming’ as the primary intention of these stores is not necessarily to generate sales through the tills but to reinforce customer loyalty – and spending - online. “The trend for ‘pure-plays’ to take on physical stores will undoubtedly accelerate as increased online competition and lower rates of sales growth requires them to find a competitive edge,” said Mark Charlton the head of forecasting and research at Colliers.

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