Steadily, the internet is taking up a larger and larger piece of the total retail pie. While online shopping can’t replace the in-person experience in key categories like fashion, the utility and convenience are winning over more people. Those who are already regulars online are also now looking for alternative outlets to their usual destinations, opening the door for smaller and independent retailers to capture a piece of the growing market.
Going head to head in digital retail
Customers are increasingly exploring their options beyond the hyper-convenient megastores. While they want something different, they’re also very accustomed to a few aspects that smaller retailers should take note of, but also tweak to ensure that a competitive edge is secured. Having a strong showcase of many products is certainly an aspect that people are looking for, and it’ll help to capture a broad audience.
Online entertainment platforms are good examples to follow. Whether it’s the way Netflix is organised or how online gambling games are showcased, the range of products and top picks need to be emphasised. On the latter, the landing page showcases the new, exclusive, and most popular games first and foremost. Then, there are separate categories on the scroll as well as a search bar that’s animated with popular search terms.
This ability to find many different options quickly and dynamically is a key selling point of the platform. However, this is quite difficult to juggle with what is perhaps the most important aspect: high performance. To be convenient and useful, even sites filled with options, animations, and tools have to be lightning-fast, mobile-friendly, and easy to navigate.
Beyond the home website, businesses should also look to be easy to find on other popular platforms, like social media. It’s a difficult arena to navigate, especially as TikTok is now said to be plateauing while users turn to more niche platforms, like Bluesky, Substack, and Discord. While the classic platforms are still useful, especially if a business already has a following there, these new arenas need to be considered because of their appeal to users.
The shifting trends of retail online
Online shopping is growing, and the biggest names with the best overall offerings continue to benefit greatly from this. The headline act in this regard is Amazon. From its subscription to deliver goods quickly to the massive array of products and major sales events, it has rightly established itself as the biggest name in online retail. Yet, many who have experienced Amazon for years have decided that it’s time to look beyond the money-printing platform.
Looking to put their money into smaller or more local retailers, to pick platforms with a smaller carbon footprint, or ones that have a more curated selection of products, customers are spreading out from these mega platforms. Smaller entities can benefit from this while more and more customers become online regulars. Many statistics show growth in online retail, from 20.1 per cent of total purchases in 2024 to 23 per cent by next year.
It’s not about just keeping up and becoming a bit more findable anymore. Now, there’s a real opportunity to make the most of people who want both the convenience of online retail and the charm of an independent retailer. With the right website build and dedication to a unique selling point, a small retailer can benefit from these changing ways.
