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The Success of Bricks and Clicks Retailers
In recent years, retailers that combine physical stores with an online presence have outperformed most others. Among various types of retailers, those categorized as "Bricks and Clicks" have consistently held the lion's share of online spending, surpassing Marketplaces, Big Brands, Digital Natives, and Smaller Businesses.
Bricks and Clicks retailers have collectively increased their share of online spending by 7 percentage points compared to 2019, seemingly at the expense of Digital Native retailers, who saw a decline of 7 percentage points. Since 2020, these retailers have made substantial investments in enhancing their digital offerings and integrating their online and offline channels. With shoppers returning to physical stores, businesses that have maintained both avenues are reaping the rewards.
The appeal of a unified shopping experience, with a single point of purchase, continues to attract consumers. This trend has also led Marketplaces to increase their share of online spending by 4 percentage points since 2019.
