It is hard to keep from being swept up in the “always” and “everyone” talk when discussing Internet impact and sales. ![]()
No, I’m not saying that the Internet has not disrupted “everything,” but I also saying we need to keep perspective and understand percentages.
E-commerce is rising rapidly in the US market, yet inexperienced reporters are quick to blame “every” store or mall closing on the e-commerce sales. The chart from statista does show continued growth of e-commerce, but in first quarter of 2018, e-commerce sales only accounted for 9.34% of all retails sales. A sales by a retailer of 9% wouldn’t get anyone in the door.
In this evolutionary phase, you need a strong media mix and a comprehensive strategy to make sure you are tending to the 9 dollars that are traditional and the 1 dollar that is not (and growing).
