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Ecommerce Summit: Click-and-collect take-up slower than expected

Delegates attending yesterday’s Drapers Ecommerce Summit revealed that only 29% of them provide click-and-collect services in their own businesses despite 76% having used the service themselves when they shop online.

The results came as Drapers editor-in-chief Caroline Nodder and Martin Newman of ecommerce consultancy Practicology conducted an on stage interactive poll with the 150 delegates attending the summit, asking them questions about their own online shopping habits and how they operate their businesses.

The barriers to offering click-and-collect services were identified by the audience as not having enough space available to hold the stock in their stores and also retailers who operate a predominantly franchise model finding it difficult to implement.

“You don’t always have to have space,” explained Newman. “If you look at John Lewis, their click-and-collect service is always the next day so they have the opportunity to deliver the goods to the store rather than hold stock.”

With regards to mobile shopping and mobile optimised sites, the results were slightly less polarised with 71% of delegates saying they had shopped on a mobile device and 63% running mobile optimised sites in their own businesses.

China was agreed to be the most important market outside of the UK for ecommerce opportunities with 36% of the audience voting for it, while Europe followed closely behind with 26% of the vote.

Other notable statistics were that 48% of delegates thought logistics were the biggest challenge when moving into international markets online and 71% of the audience said they used models to showcase product on their sites.

Returns rates were generally agreed to be increasing with 66% of delegates saying they had seen returns rates going up.

A massive 77% of attendees said they were on Twitter but only 5% had completed a transaction through Twitter, demonstrating that the majority of people do not see Twitter as a marketplace platform.

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