Today we see a trend when e-commerce giants who have conquered online space want to conquer offline.
It is predicted that marketplays and areas in which online commerce is limited so far, as well as food delivery, will become the engine of e-commerce development.
To increase sales, market leaders combine online and offline trading. For example, “brick and concrete” stores are trying to introduce Internet sales into their business. And representatives of online trading are actively opening their stores in shopping centers. This approach allows you to attract more potential customers.
Alibaba and Amazon have already made a bid for omnichanal commerce. For example, Amazon owns 18 bookstores in the United States. Also, the e-commerce giant owns 500 Whole Foods supermarkets, dozens of pop-up stores, 3 stores without Amazon Go cashiers. Also open 3 4-star stores. They contain only those products that have received a rating of 4 stars on the site. Alibaba is developing a new retail strategy, in which it has invested $ 8 billion in offline stores. Within one year, the company managed to open eight dozen innovative Hema supermarkets in China. Using the mobile application, customers can scan the barcode of any product and pay for products through Alipay. Also, visitors can dine in the robotic restaurants that are located in supermarkets.
Not long ago, Alibaba entered into a cooperation agreement with a large European supermarket chain El Corte Inglés. The network stores will use Alibaba cloud technologies and sell products in Chinese Tmall. AliExpress will use supermarkets as points for issuing orders.
Not only e-commerce representatives, but even the social network Facebook are offline. In November, the company opened 9 pop-up stores in Macy `s department stores. Facebook is conducting an experiment in which products from 100 online brands were selected. They will be available for purchase in Facebook stores in February next year.
Marketplaces take over the market
According to statistics, the absolute leaders of the e-commerce market are Alibaba and Amazon. Alibaba occupies 80% of the Chinese market, and Amazon - 49% in the United States. It is these marketplaces that determine the development of retail and e-commerce in the world.
Now, product manufacturers are trying to strengthen the relationship between the company and customers, maximize customer loyalty, looking for a new audience. Companies are confident that sales of direct-to-consumer will increase the profitability of the business, because the number of intermediaries will decrease. Some e-commerce representatives are already actively developing direct sales and using omnichannel strategy.