One-Third Of All Digital Retail Sales Will Be Fulfilled By Stores
September 22, 2021 | Lynn Pollack
Nearly a third of all digital retail transactions will be fulfilled by a physical bricks-and-mortar location, according to new research from Colliers, as more and more online orders become connected to stores. In 2020, just under 22% of digital sales were fulfilled by omnichannel methods.
“This continuity has compelled retailers to adapt their store operations to manage the influx,” a recent retail report released by the firm notes. “Supporting high volumes requires brick-and-mortar locations to accommodate a range of distribution and fulfillment options, prioritizing a dedicated space for packaging and shipping, in addition to having adequate staff to process and handle orders.”
That fulfillment could run the gamut from curbside pickup and in-store collection, both of which enjoyed a major boom during the pandemic, to direct shipment to consumers’ homes. Target has reported that sales through its drive-up service went up by a staggering 600% last year alone.
