Globalt set vokser det totale forbrug. Selv om online viser flotte vækstrater og rydder forsider på aviser, så udgør nethandlen stadig en ret moderat andel af den totale handel.

I USA udgør nettet ni procent af det totale forbrug, ifølge en ny analyse fra Deloitte. Langt størstedelen af forbruget – altså de 91 procent – finder stadig sted i en fysisk butik.

Samme rapport fra Deloitte – med den fantastiske titel: ’The great retail bifurcation. Why the retail ’apocalypse’ is really a renaissance’ – sætter også tal på forventningerne til fremtiden:

Looking to the future, online sales over the next five years are projected to grow 11.7 percent annually, while growth in store sales is predicted at 1.7 percent. With both channels projected to continue to contribute significantly to growth, both brick and mortar as well as online appear to be both alive and well.

Given the state of things – with retail continuing to grow, online sales expanding but brick-and-mortar sales growing too, and certain retail categories putting up significant growth numbers – why then all the gloom and doom surrounding retail? The headlines push a common narrative about a failing industry, yet on the basis of the macroeconomic data and specific industry data, this would seem untrue.

In our view, the retail industry is strong, but it is undergoing a major renaissance, a renewal akin to the renaissance that took place between the 15th and 17th centuries. The retail renaissance is being driven by huge shifts in economics, competition, and consumer access to options, all fuelled by exponential advancement in technology.

It is a renewal that will see its share of winners and losers. In order to survive – and thrive – retailers will need to adapt their sales strategy and value proposition at the pace of the changing consumer and changing competition in order to succeed.

The retail renaissance is about change, but it is not an either/or challenge. It is not either digital or physical, rather, it is thinking broadly to forge all-new models, offerings, and value that likely include both physical and digital.

PricewaterhouseCoopers gennemfører årligt en stor global forbrugerundersøgelse og har data fra 2010 og frem til i dag. Det gør dem i stand til at kortlægge forskydninger i forbrugeradfærd og valg af salgskanaler. Seneste rapport viser, at forbrugerne har taget flere salgskanaler til sig, men viser også – måske lidt overraskende – at flere forbrugere har valgt en fysisk butik over nethandel til seneste køb. Her følger et par highlights fra rapporten:

Since we first surveyed in 2010, it seemed people were buying from physical stores less often. By 2014, only 36 percent of respondents said they shopped at bricks-and-mortar at least weekly. But since then we have seen increases in weekly bricks-and-mortar shoppers, from 40 percent in 2015 up to 44 percent in this year’s survey. Physical shopping is, in fact, not falling out of favour as an activity. Why have weekly store visits been on the rise? It is likely that shoppers are seeking something else. Instead of a practical errand, they are seeing shopping increasingly as a sensory and social experience.

The main drop-off has been in purchases by personal computer (PC), which fell from 27 percent to 20 percent over the six-year period. Tablet buying rose only slightly, from 8 percent to 12 percent. But mobile commerce more than doubled, from 7 percent to 17 percent —and will likely soon surpass PC-based buying.