One of the most pervasive retail industry narratives is the belief that e-commerce growth has been massively accelerated by the pandemic. It turns out it's not true.
Even if it turns out that the material slow down in online shopping is temporary—or you operate in a category with significantly above average e-commerce penetration and/or growth prospects—the implications of continued growth require a far more nuanced perspective.. What we commonly call “e-commerce” merely reflects how the order is placed.
While plenty of physical retail is becoming irrelevant—I’m looking at you JC Penney—a whole lot is actually becoming ever more relevant and important. One of the best examples is Target , which rings up about 20% of its sales online, but fulfills some 95% from its brick-and-mortar locations.
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