THE POWER OF ONLINE Marketing
websites, creating a seamless experience is essential. Customers don’t see separate channels, just one journey with your brand. In fact, 83 per cent of UK consumers prefer a mix of online and in-store shopping, according to Bazaarvoice.
Click and Collect plays a key role in connecting the two. It allows customers to shop online and pick up in store, saving on delivery while increasing footfall. Importantly, it also drives additional sales, with 85 per cent of shoppers making extra purchases when collecting orders.
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Setting up and running a leading retailer website can take a lot of work; Callum Puffet, Digital Marketing Manager at Gekko Group, explores time-saving tips and how to better unlock online opportunities.
ime is something most business owners never have enough of, and running a website can feel like another major task. Yet in today’s connected world, it’s essential. Your website is at the heart of your brand, shaping customer perception and driving both online and in-store sales.
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The UK is one of the world’s busiest e-commerce markets, with over 90 per cent of internet users shopping online. Online sales now account for 28.2 per cent of total retail, and this continues to grow. Mobile is key, generating nearly 80 per cent
of traffic and over half of purchases. If your site isn’t fast, clear and mobile-friendly, you risk losing customers.
Reducing day-to-day admin Running a transactional website brings constant admin, from updating stock and prices to handling customer queries. For independent retailers, AI is becoming a powerful way to manage this workload. Tasks like checking stock, writing product descriptions and answering routine emails
can take hours each week, limiting time for business growth. AI tools such as automated stock management and chat assistants can reduce admin by 20-30 per cent, according to McKinsey & Company. By working smarter, retailers can compete with larger chains. AI can generate product content instantly and handle common customer queries, freeing up staff to focus on higher-value tasks like customer relationships and sales. Another major time and profit product returns. Each return requires inspection, cleaning, repackaging and system updates, placing pressure on staff and resources.
In the UK, 71 per cent of online shoppers
return items, with total returns expected to cost businesses £27 billion. To manage this, many retailers are rethinking their policies. Free returns are declining, with over 35 per cent of major fashion brands now charging, and 42 per cent of UK retailers applying return fees. This shift helps offset rising logistics costs and discourages excessive ordering, protecting already tight margins while reducing the operational burden of handling returns. For retailers with both physical stores and
Blending online convenience with in-store experience turns digital engagement into valuable in-person revenue.
Sustainability and shopper behaviour Sustainability is becoming a growing influence on UK shoppers, and retailers can use this to drive both sales and cost savings. Simple prompts at checkout highlighting environmental benefits can shift behaviour, with Click and Collect rising to 71 per cent when carbon savings are shown, compared to 40 per cent without.
At the same time, a smooth checkout is critical. Basket abandonment is often caused by slow or complicated payment processes. Digital wallets are now widely used, with 57 per cent of UK adults relying on options like Apple Pay and Google Pay. Offering fast, one-click payments is no longer optional — it’s essential to secure sales from today’s convenience- driven shoppers. If you are looking to find new chances online, you cannot ignore social media sales in 2026. Social media apps have moved fast from just being places to show off your brand to becoming very effective places to sell directly. Around 1.5 million UK businesses now use platforms like TikTok Shop, while 56 per cent of consumers have bought products through social apps — rising to 73 per cent among under-45s, according to Retail Economics. This removes the gap between discovery and
purchase, creating new revenue opportunities. Ultimately, running a successful e-commerce business requires constant adaptation. By reducing admin with smart tools, simplifying payments, and connecting online, in-store and social channels, retailers can build websites that drive sales around the clock and keep pace with evolving customer expectations.
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