How craftsmen benefit from e-commerce in the hardware store
Not long ago, the relationship between e-commerce and brick-and-mortar retail was viewed as channel conflict at best, and often just adversarial. Retailers were fearful of losing sales and customers to suppliers selling direct to consumer, while suppliers feared damaging channel relationships if they implemented e-commerce. Consumers on the other hand have become increasingly omnichannel, with high expectations set on retailers and their e-commerce channels being complementary. They expect a seamless experience across multiple devices and channels and often utilise multiple options to complete a single transaction.