So, is it the end of offline retailing?

By Igor Melo

What is the future of physical retail stores? Does commerce on the streets and malls tend to end? Or be eclipsed by online sales? Personally, I don’t believe it. There are studies that support this thesis. Last year, Euromonitor released research that indicates that, at least until 2025, even with the growth trend in e-commerce, physical stores will continue to account for 82% of total sales. And it’s not just. Nothing indicates that this percentage will change quickly after that date. Another survey with American retailers – this one carried out by Wynshop companies, in partnership with Incisiv, specialized in digital transformation – reports that 86% of them are dissatisfied with the results (in other words, profitability) of the online arm of their business. It is certainly no different in the rest of the world. It is possible that, in some markets, this phenomenon may be even worse, due to logistics and infrastructure issues.

There is a charm in physical retail stores that is irreplaceable: the customer is attracted by the coordinated presentation in the store, being able to experience the experience idealized by the style, merchandising and product team, in addition to getting, on the spot, what he wants and leave the store carrying the product under your arm. Add to that your contact with the product, the touch, the experience of texture, aroma, weight, and fit. Enjoying this moment is especially comforting. As much as technology advances, and as delivery systems become effective and reduce delivery times, the pleasure of buying in person, of immediate consumption, will hardly be surpassed. At least, not so soon.