The high street was once the heart of shopping. Consumers would browse stores and carry colourful bags down bustling streets. Times have definitely changed. Clothes, gadgets, sports equipment, groceries, you name it—almost anything you can think of is just a few clicks away.
As an online seller, you know this better than anyone. No matter where you’re selling (or plan to sell) online, the rise of eCommerce means you can reach customers anytime, anywhere. But there’s still a lot to learn. Today, we’re exploring eCommerce’s monumental rise and why it’s become the new norm. We’ll take a look at shifting consumer expectations, the challenges for brick-and-mortar stores, the future of retail, and much more.
How the COVID-19 pandemic led to the growth of eCommerce
COVID changed many things, including how people shop. Even before the pandemic struck, online shopping was already gaining popularity.
But when lockdowns were introduced in 2020, and physical stores closed their doors, consumers had no choice but to turn to the internet. eCommerce skyrocketed at a rate no one could have predicted, while local high streets were empty.
But what started as a necessity quickly became a choice. People realised just how easy shopping from home was. They had access to a much larger selection of products, delivered to their door without having to get off the couch.
The shift was clear for businesses, too. Those with online businesses had an advantage, while those with only traditional brick-and-mortar shops had to rush to set up a store in the online marketplace to stay competitive.
eCommerce as the new norm: Changing consumer expectations
With the rise of eCommerce, what customers expect from their shopping experiences has shifted dramatically.
They now expect shopping to be quick, convenient, and brimming with options. Plus, they want great prices and fast delivery.
As an online retailer, it’s important to meet these expectations to get shoppers to choose you over your competitors—and keep them coming back.
The challenges faced by brick-and-mortar stores
Running a brick-and-mortar store comes with its fair share of challenges, many of which have only grown over time. Here are some of the biggest hurdles facing physical stores today:
- Tough competition from online shops with lower prices and more options
- Many shoppers prefer the ease of shopping online to visiting physical stores
- Commercial rent is ever-rising, making it hard to afford good locations
- Costs like utilities, wages, and inventory are also increasing
The solution? An omnichannel approach
To tackle the challenges listed above, many retailers are turning to an omnichannel approach, which combines online shopping with in-store experiences. Here’s how:
- Click and collect: Online shoppers can carry out an online transaction and pick up their purchase in-store. They save on delivery costs and get their items faster.
- Ship from store: If an item is out of stock at the warehouse, it can be shipped from a nearby store, making delivery faster.
- In-store returns for online purchases: Customers can return online orders in-store, which makes the return process easier.
- Consistent pricing and inventory: Prices and product availability are the same whether customers shop online or in-store for a consistent shopping experience.
See how a brick-and-mortar shop became a global omnichannel success — Heze’s transformation with Base is a game-changer. How Base Streamlined Heze’s Omnichannel Transition for Massive Sales Growth >>
Key considerations for the future of retail
The retail world is changing fast, and it’s important to keep up. Here are some key considerations to keep you in the loop as we step into the future:
Experiential retail
Have you ever thought about stores as more than being places to shop? Well, that’s actually a rising trend. Some retailers are turning their brick-and-mortar shops into immersive experiences—think interactive displays and special events.
By offering something more than just products, they’re finding creative ways to compete with online stores.
Technology in retail
Technology is changing how shopping works by mixing the best of online and in-store experiences.
AI helps consumers find things they might like, AR lets them try on items virtually, and apps make it easy to shop on the go using mobile devices. The goal is to make shopping quicker, more convenient, and more enjoyable.
Sustainability in eCommerce and retail
Many modern consumers—especially Gen Z and millennial shoppers—care deeply about the planet, and they’re drawn to brands that do, too. Going eco-friendly can make a big difference for both physical and online stores.
Making greener choices in your operations is a great way to lower your carbon footprint, do your bit for the planet, connect with more customers, and get an edge over your competitors.
Repurposing high streets
In the online shopping era, many high streets are left with empty storefronts. But some areas are finding fresh hope, transforming these spaces into vibrant mixed-use hubs.
Vacant stores are becoming homes, offices, and community centres—giving new life to once-loved (but now forgotten) buildings.
Key takeaway
There’s no doubt about it—eCommerce has changed the way we shop. But physical stores still have a place and purpose. The future of retail is about combining the best of both worlds.
By adopting an omnichannel approach, retailers can meet customer expectations and stay competitive. Whether through unique in-store experiences, sustainability, or repurposing old spaces, there are many ways to adapt and thrive in a new era of retail.
Step into the future with Base
Do you want more time to manage your brick-and-mortar store without juggling your online sales? Base lets you manage multiple sales channels like Amazon, eBay, Etsy, and WooCommerce all from one platform.
You can create and edit thousands of offers in bulk across platforms in just minutes. Plus, our Pick&Pack Assistant speeds up order processing and flags any packaging errors to guarantee accuracy in all your online retail operations.
With Base, you can find a better balance between your physical and online stores. Register for your free Base trial today.
