Stockmann reports over 70% increase in online sales as customers favor hybrid shopping experiences.

Retailers are increasingly adapting to significant shifts in consumer behavior, particularly the growing popularity of online shopping for clothing. According to Levkin, a representative from Stockmann, the shopping landscape has evolved, with more customers choosing to browse products online before making their purchases. “The shopping pattern has changed,” Levkin noted, highlighting the dual nature of consumer purchases which now often combine online exploration with in-store completion.

In concrete terms, Stockmann has reported a remarkable increase in online sales, surging by over 70% in 2024. Notably, 65% of all online orders are being fulfilled through in-store pickups, indicating a strong trend towards hybrid shopping experiences where customers prefer the immediacy of picking up their purchases rather than waiting for home delivery.

This strategy showcases Stockmann’s focus on enhancing the customer experience through the use of online platforms while still leveraging the benefits of physical retail space. Levkin underscored the retailer’s approach to competing in a challenging market landscape dominated by large online marketplaces, stating, “This is our main method of non-price competition with large marketplaces.” By drawing customers into their physical locations to complete purchases, Stockmann aims to establish a competitive edge while responding to the changing dynamics of retail.

Source: Noah Wire Services