Switching between channels

The irresistible rise of e-commerce already seems like an age-old, never-ending, story. Sales through this channel are projected to grow to around USD 7.5 tln globally by 2026 and to USD 25 bln in Poland alone. As everyone knows, during the Covid-19 lockdown, e-commerce soared largely because it was the only form of retail still accessible. But now, following the massive boost to online commerce, internet sales appear to be slacking. According to a report by McKinsey, Polish online shopping has fallen by 8 pp over 2023 as compared to 2022.

It needs to be stressed that this massive return of consumers to shopping centres has partly been due to the retail sector actively going out of its way to re-engage with them. “Many owners began thinking about how we could change our centres, howwe could draw people back in, what kind of marketing events we were going to do – and this was different for each centre. No one sat on their hands. People came back because they missed this experience, but we had to ensure that they kept comingback,” explains Paul Kuśmierz of MMG.


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