Bricks-and-Mortar Retail Thrives
in the eCommerce Era
Retail has always been about connection—connecting people to the products they need, the experiences they crave, and the brands they trust. Over the last decade, the rise of eCommerce has reshaped how we shop, offering unparalleled convenience and access. But here’s the truth: instead of replacing bricks-and-mortar stores, eCommerce has become their greatest ally, unlocking new possibilities for retailers and customers alike.
In 2023, Australians spent an astonishing $63.6 billion online, with 80% of households shopping digitally. These numbers tell a powerful story, but they’re only part of the picture. Physical stores still hold a unique and irreplaceable space in our lives, offering something no digital platform can—human connection, tactile discovery, and the joy of simply being in a space created just for you.
Rather than competing, eCommerce and bricks-and-mortar are teaming up to redefine the future of retail. Together, they are creating a unified experience where the best of both worlds come together, offering more choice, more connection, and more magic than ever before.
Today’s Shopper: Blending the Best of Both Worlds
We’re living in the age of the omnichannel shopper. Whether it’s researching a product online before heading to a store or discovering something in person and purchasing it later online, customers are seamlessly weaving between the digital and physical worlds.
In fact, research shows that while 76% of Australians shop in physical stores for non-essentials each month, 45% also use online channels to guide their in-store purchases. These habits reveal something profound: we don’t choose between online or offline shopping. We choose both.
This new reality is an opportunity, not a challenge. Retailers who embrace this shift and build strategies that connect their digital and physical offerings will not just survive—they’ll thrive.
Turning Browsers Into In-Store Buyers
One of the most exciting ways eCommerce empowers physical retail is by driving foot traffic. Shoppers now expect to check in-store inventory online before they visit, with 42% calling it a must-have feature. This isn’t just a convenience; it’s an invitation for customers to step inside and engage with your brand on a deeper level.
Click-and-collect services take this even further, blending the speed of online shopping with the instant gratification of an in-store pickup. It’s no wonder more than half of shoppers say they prefer buying in-store to avoid delivery fees and delays.
Once inside, the experience becomes the star. Whether it’s the tactile joy of trying on a jacket, the warmth of chatting with a friendly sales associate, or the delight of sampling a product, these moments create lasting impressions that no online interaction can replicate.
Creating Loyalty Through Meaningful Connections
Loyalty isn’t just about points and discounts; it’s about relationships. While eCommerce makes shopping quick and easy, physical stores are where relationships truly flourish.
Shoppers crave personalisation and connection. A quarter of customers prioritise personalised service, while 34% are drawn to local deals that feel exclusive to their community. These are the moments where bricks-and-mortar shines, creating bonds that go beyond the transaction.
With tools like loyalty programs, Buy Now Pay Later options, and tailored experiences, retailers can bring the perks of online shopping into their stores while adding the emotional connections that make people come back time and again.
A Future Where Retail Thrives Together
The most successful retailers know that eCommerce and bricks-and-mortar aren’t rivals—they’re partners. Together, they create a seamless, harmonious experience that meets customers wherever they are.
By using online tools to inspire in-store visits and crafting meaningful experiences once shoppers arrive, retailers can turn casual customers into loyal advocates. It’s not about choosing between online and offline; it’s about using the best of both to create something extraordinary.
Retail isn’t just evolving—it’s becoming more connected, more human, and more exciting than ever before. And in this new world, the brands that embrace both eCommerce and bricks-and-mortar will lead the way.