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With so many consumers equipped with a smartphone, the distinction between shopping online and offline is disintegrating. When someone is standing in a chain outlet, using her iPhone to compare the price of the frock on a hanger in front of her with prices she can get elsewhere, is that considered online or offline shopping? Those in the business refer to this as “cross-channel retail,” and eBay wants to own it. Forrester says the financial opportunity dwarfs the space of simple e-commerce (i.e., browsing and buying online), which represents just 9% of all retail sales. On the other hand, says Abraham, “last year, cross-channel was over $1 trillion. It was more than 33% of retail sales and is expected to be 50% in the U.S. If you just do the math, this behavior almost adds the entire size of the e-commerce market every year.
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