Article content

A few years ago, ecommerce sales were a small blip on a giant retail radar screen. With the exception of books, music and electronics, it seemed unlikely to take hold with the majority of consumers. Now, as ecommerce becomes increasingly convenient, it’s a different story.

“Ecommerce has grown significantly for different retail categories in the past five years,” says Michael Penalosa, managing principal for Thomas Consultants Inc. in Vancouver. “Retailers have been planning around this platform as it is changing the way consumers shop.”

By way of comparison, in the United Kingdom per capita purchases stand at around the 10%.

One of the major hurdles was the move of ecommerce into unexpected categories. Now ecommerce is a major force across a multitude of sectors, from consumer packaged goods to groceries.

“What made ecommerce really interesting was when it expanded into fashion, apparel and accessories,” Penalosa says. “No one ever thought the fashion would be an ecommerce play because it’s usually something you have to touch and feel before you buy. In fact, ecommerce sales for fashion retailers like Nordstrom or Saks are said to be accounting for up to 25% of revenues.” What tipped the scales was the convenience factor, he notes. “It’s just getting easier and easier for consumers to buy things online. Retailers are offering shipping options, simple return policies and more selection.”