Analysis Finds Traditional Retailers Collectively Outselling Pure-Play E-tailers Online

A popular myth holds that pure-play e-commerce is taking over traditional retailing. But a new report from CBRE outlines how the opposite may be true: Brick-and-mortar retailers account for roughly half of online sales and related activity.

The latest installment in CBRE’s Beyond the Headlines series outlines how, rather than being wiped out by e-commerce, many traditional retailers instead have evolved into omnichannel merchants operating both online and in stores.As a result, retailers born of bricks and mortar now collectively generateslightly more than half of U.S. online sales, according to CBRE’s analysis.

Additionally, traditional retailers are expanding into more U.S. distribution space than their online-only rivals. CBRE calculates that traditional retailers accounted for 58 percent of new leases for retail supply chain space –meaning retail-specific warehouses and distribution centers – in 2015 and 2016. In comparison, pure-play e-commerce operators claimed 32 percent, and wholesale-retail users 10 percent.

“Physical retail and online sales aren’t mutually exclusive,” said Melina Cordero, CBRE Americas Head of Retail Research. “Modern, adaptive retailers have embraced e-commerce as one of several channels to best serve customers. And shoppers increasingly research products both online and in stores before making their purchases.”

The challenge for retailers, however, goes beyond recognizing the importance of omnichannel capability. Assembling a truly omnichannel network of precisely-positioned stores and distribution centers is a necessary but complicated and often expensive endeavor.

“Consumers expect their experience with retailers to be seamless, whether they’re researching the product online and buying it in the store or vice versa,” said Brandon Famous, CBRE Americas Retail Leader and co-lead of CBRE’s Omnichannel Real Estate Practice. “Retailers that make the investment to build and perfect truly omnichannel networks are ensuring the long-term viability of their brand in the changing marketplace.”

To read the full report, click here.

About CBRE Group, Inc.

CBRE Group, Inc. (NYSE:CBG), a Fortune 500 and S&P 500 company headquartered in Los Angeles, is the world’s largest commercial real estate services and investment firm (based on 2016 revenue). The company has more than 75,000 employees (excluding affiliates), and serves real estate investors and occupiers through approximately 450 offices (excluding affiliates) worldwide. CBRE offers a broad range of integrated services, including facilities, transaction and project management; property management; investment management; appraisal and valuation; property leasing; strategic consulting; property sales; mortgage services and development services. Please visit our website at www.cbre.us.