Point of sale stationary trade definition

In recent years, the integration of the stationary trade into the value chain of e-commerce has increasingly become the focus of attention.

On the one hand, retailers fear an increase in the cannibalization of offline business due to the shift in sales to e-commerce. A possible shift in business from one sales channel to another is referred to as a cannibalization effect when additional sales channels are established. This could, for example, be a shift from stationary retail to e-commerce.

On the other hand, it is not without problems for manufacturers if they want to set up their own online shop. Above all, costs such as sales and logistics costs are often underestimated. That is why many manufacturers try to implement stationary trade in e-commerce. A specific multichannel strategy is referred to as retailer integrated e-commerce. The aim is to integrate stationary trade into a manufacturer’s direct internet sales.

For information on the spread of urban living and behavior and its consequences for logistics, see urbanization.

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