In recent years, the integration of stationary trade into the value chain of e-commerce has become increasingly important.
On the one hand, retailers fear the increase in cannibalization of offline business due to the shift in sales to e-commerce. A cannibalization effect is defined as a possible shift of business from one sales channel to another when additional sales channels are established. This could be the shift from stationary trade to e-commerce, for example.

On the other hand, it does not always go smoothly for manufacturers who want to set up their own online store. Above all, costs such as sales and logistics costs are often underestimated. Therefore many manufacturers try to integrate stationary trade into e-commerce. Retailer Integrated E-Commerce is a specific multichannel strategy to implement in e-commerce. The stationary retail trade is to be integrated into the web-based direct sales of a manufacturer.

Information on the spread of urban lifestyles and behavior and its consequences for logistics can be found under Urbanization.

Image source: © Thomas Jansa –

Also available in Deutsch (German)