"Online and offline converging ever more, in both directions: the internet is moving into brick and mortar premises, whilst brick and mortar retailers are going online.  My opinion is that it is easier for brick and mortar retailers to set up an additional online shop than it is for e-tailers to gain a foothold in the highly competitive traditional retail market."

Frank Lüttjohann, CSO Sales Trade

Just over half of the online shops in Germany also have a brick and mortar retail business. That is one conclusion reached by the study “E-commerce Market in Germany”. Of the 1,000 online shops generating the most turnover in Germany, 50.4 percent also sell products in brick and mortar premises. After major players in various branches such as dm have started moving into the internet, other up until now previously online pureplayers are moving in the other direction. This shows that the previous strict delineation between the online and offline channels is increasingly dissolving.

Online trade moving towards multi-channel

STUDY (SHOP)              STUDY (PRESS RELEASE)

In view of these developments, I believe that brick and mortar retailers will have the advantage in the long term, with customers appreciating the traditional benefits such as personal service on site and competent advice. Researching and ordering online before collecting and paying in store will, in my opinion, become the norm when making purchases. For e-tailers it will be difficult to gain the upper hand over the competition simply via the price.