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This creates opportunities for brick and click retailers to challenge the purely online players, some of which – like eBay and Amazon – are responding by migrating out of their virtual comfort zone to investigate the high street. Global Young Shopper survey questioned shoppers aged 16 – 21 in ten markets around the world. Here’s what they told us about their online and offline shopping experiences.

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The advent of digital has changed – and continues to change – the way we shop for everything, from clothes to cars.The latest research from GfK shows that rather than seeing digital as a one stop shop, consumers are enjoying an omnichannel shopping experience that blends digital with traditional bricks and mortar retailers to create a newkind of purchase journey.

As consumers continue to blend their off-line and on-line activities, from “showrooming” and retail apps to sofa shopping and click-and-collect, the lines between internet retailing, e-commerce and physical retailing are becoming increasingly blurred. Big retailers are taking an “omnichannel” approach by merging their offline, on-line and mobile capabilities to create a seamless experience for shoppers. This report studies the impact of omnichannel trends on global retailing.

For better or worse, online retail will continue to siphon turnover from stationary retail. And the more comparable the products, the more long-lasting the shift of turnover from stationary by online retail. Technical consumer goods (TCG) retailers and manufacturers have been among the first to discover this. Multi-media products and consumer electronics sales have gone through the (virtual) roof of online retail, leaving point of sale-oriented retail expansion planners vacillating in recent years between denial, panic and fatalism.