Life & Death!E-commerce vs The High Street


All you have to do is type ‘highstreet’ into Google to be inundated with dramatic articles about the death of the highstreet (when’s the funeral?).

It’s been a hot topic in the last 10 years as the great recession took its toll on your local highstreet and online shopping has crept into our lives, one easy click at a time.

Even my 80 year old grandpa shops online now. He grunts, groans and shakes his fist about mass-scale companies like Amazon and Stabucks not paying their taxes, but even he can’t resist the easy one-click order and next day delivery..

The growth of online shopping has been exponential, with 82% of consumers choosing to buy online rather than in-store. 

Many traditional retailers have also followed suit, with most shops now having a dedicated e-commerce website from which consumers can make online purchases, from high street brands to charities. 

Even brands which no longer exist on the high street are available online and thriving. With physical retailers blossoming on the internet, there’s more reason than ever to take your business ecommerce

Is the highstreet really ‘dying’?

Experts have given an overly dramatic statement to say that by 2030 in just 13 years time, the impact of e-commerce and home deliveries will mean that; “the town centre as we know it today, with all its familiar names, will be just a memory.”

We’re only spoon fed the prevailing view that British commercial life without a high street of familiar names may as well be a nuclear wasteland. In actual fact there has always been more than one way for retailers to make sales. Some go door-to-door, others through catalogues and most, online. 

We have to adapt to suit the digital evolution we’re experiencing and that doesn’t seem to be slowing down. Just because we don’t see as much of a demand for physical stores, doesn’t mean that businesses are all collapsing and folding in on themselves. Shopping habits always have and always will continue to evolve. Just like we now drive cars instead of a horse and cart, our habits are changing to suit our lifestyles and needs. Businesses need to recognise that change is a natural part of the consumer process and stay agile to keep their business afloat.

If my grandpa’s ordering himself a pair of secateurs, online from Amazon at £50 a pop, they’re doing ok. What about the small independent shops I hear you say!Just like the high street giants, they’ll have to adapt. Online marketplaces like Etsy and Not on the High Street have revealed a demand for the smaller players to join the e-commerce evolution.So what will happen to the high street?

The high street will instead become a place to socialise, filled with establishments offering physical experiences that we can’t buy online, a hive of cafes, restaurants and salons.

Retailers need to adapt to the demands of shoppers to avoid casualties by creating hyper-personalised experiences. 

Why you need an e-commerce website

An e-commerce website is a website that allows you to tell your customers about your company, showcase your products and take payments online. 

It’s much quicker and easier to buy and sell online now than ever. Internet users are no longer limited to sitting at desktop computers in order to do research or send emails. People are now using their laptops, tablets and mobile phones to do more things including making purchases.

At present only about 1.6 billion people use their mobile devices to shop online globally. People can now enjoy shopping and even running their own business from the comfort of their own homes.This gives businesses the opportunity to reach out and offer their products and services to customers around the world, regardless of the distance and time zone. 

Customers can enjoy round-the-clock convenience of being able to purchase what they want when they want it, meaning you don’t ever miss out on money because there are no closing hours. 

The important thing to remember is that no matter how shopping changes, some things will always be important: attention to detail, a personalised relationship with your clients and customers and streamlined business management.

Having an ecommerce website gives you a competitive edge over competitors who may still not have made the leap to being online. 

Customers are looking for the easiest and cheapest way to make their purchases and thus search online for the answers. Even more, being present online with an eCommerce website isn’t strictly about appeasing your current customers. It’s also an invaluable channel for attracting new customers and increasing your revenue. If you aren’t present online, your customers may be moving on.  

At Solution17 we create bespoke ecommerce websites for businesses of all shapes and sizes. We’re in tune with the latest, cutting edge technologies and can explain what you need to keep your business ahead of the rest.

You can find us at





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