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Negative And Positive Impact Of The Online Shopping

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Discuss about the Online Shopping.



With more and more clients shifting to online shopping, local shops or physical retailers must evaluate what is making the consumers migrate online. In case it is foot traffic stores which are missing, local shops must make shopping an experience and not a chore. In case customers, particularly millennials, are to spend their ample time in local shops, they must feel stimulated as well as engaged (Jones & Livingstone, 2015). Taking risk as well as assigning budgets channeled to experiential marketing along with technologies shall get customers out of chesterfield and into fitting rooms. In attempt to establish a digital retail experience, local shops need to look to omni network shopping attempts in respective stores.         Local shops have witnessed a quick growth in the online sales in foregoing years. Mega e-tailer Amazon in 2005 saw ninety-seven percent rise in sales year-over-year. Whereas this enormous rise in online shopping is assisting uphold retail business flooded, it is further eating away at the incomes at the brick and mortar stores (Jones & Livingstone, 2015). The one click online shopping familiarity permits clienteles to purchase the whole newfangled closet with ease. Shopping online further implies needless to step outdoor of potential customer’s coziness precinct plainly, and for particular customers, this is worth more than any given corporeal local shops experience might over provide.    

Statistics show that in first half of 2015, there was a net loss of 144 local shops compared to a rise of 289 local shops in 2014 due to increase in online shopping as revealed by The Local Data Company and British Independent Retailers Association. Specifically, Wales heading for largest suffering as most number of stores are expected to close, with twenty-nine percent of high-street shops being at danger succeeded by northwest, with twenty-eight percent of stores expected to close.

On the backdrop of this background, it remains imperative to examine as well as comprehend what the local shops can proactively do to thrive the ever growing online shopping that has really eaten into their sales volume. This will help fill the disparity in the literature empirically and methodologically to by showing the losses that local shops have undergone and advance from this background to present effective strategies that will help them survive the declining sales volume (Jensen, Orquin & Bech-Larsen, 2014).  

Aims and Objectives

The aim of this study is to delve deeper in the decline of the local shops sales as a result of the growing negative impact of the online shopping and present the alternative solution that local shops can use to thrive this effect in a proactive manner. In meeting the above aim, certain specific objectives have been highlighted below:

  1. To establish the effects of the growing online shopping on local shops’
  2. To find out the effective mechanism of exploring the above acknowledged effects on a bigger perspective to provide the strategic scheme which shall inform the recommendation as to the establishment of proactive scheme to thrive despite the increasing online shopping

Brief Methodoology

A systematic review of literature will be undertaken to avail the secondary data. The data will be drawn from the online sources including peer reviewed articles and books. The inclusion criteria will be those information published between the years 2013 and 2017. Only the peer reviewed articles will make it to the list of sources to be reviewed. The references listed at the bottom of every article will also be tracked and reviewed as a counter reference to balance the information derived from these article.


Unstructured interview will also be used to gather the primary data from the local shops owners. The main question that will be asked is to show the effects of increased online shopping on their sales volume. This interview will specifically focus on the sales and marketing departments. Once both data have been collected, the cleaning of data will be done and then overlapping information eliminated to allow for thematic analysis to transfer data to useful information for consumption.   

These studies have given specific essential key indicators which are helpful in measuring sales decline among the local shops sales volumes in advance to enable the local shops design and implement thriving proactive strategies to survive the effects of the growing effects of online shopping on sales volumes of the local sales (Conroy, Cutler & Weiler, 2015).

The research deign used a mixed method in the collection and subsequent analysis of the data. The qualitative used to collect the secondary sources and corresponding analysis. The quantitative method will be used to collect the primary data and then perform a quantitative analysis. 



Conroy, T., Cutler, H., & Weiler, S. (2015). The State?Level Impacts of Enforcing Sales Taxes for E?retail Purchases. Growth and Change.

Jensen, B. B., Orquin, J., & Bech-Larsen, T. (2014). What distinguishes passive recipients from active decliners of sales flyers?. Journal of Retailing and Consumer Services, 21(1), 1-8.

Jones, C., & Livingstone, N. (2015). Emerging implications of online retailing for real estate: Twenty-first century clicks and bricks. Journal of Corporate Real Estate, 17(3), 226-239.

Kimpel, M., & Friedrich, C. (2015). The right pricing strategy for offline retailers when expanding into the online sales channel. Journal of Business and Retail Management Research, 9(2).

Morganti, E., Dablanc, L., & Fortin, F. (2014). Final deliveries for online shopping: The deployment of pickup point networks in urban and suburban areas. Research in Transportation Business & Management, 11, 23-31.

Sinha, P. K., Gokhale, S., & Rawal, S. (2015). Online retailing paired with Kirana—A formidable combination for emerging markets. Customer Needs and Solutions, 2(4), 317-324.


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