DECRYPTION – In 2022, physical distribution gained market share.
No, the store is not dead. Last year, physical commerce was even better off than e-commerce. Unheard of since the creation of Amazon in 1992. And a striking contrast with the two years of the Covid-19 pandemic.
Around the world, the virus had led to administrative closures of stores, while housebound customers rushed to their computers and smartphones to order online. In 2020, e-commerce gained five years of growth in a single year.
Some actors and experts then ensured that this acceleration heralded the entry into the “next world”, with a definitive change in consumption patterns, with no going back. According to them, the cascading closures of stores were inevitable in the short term.
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Not only did these dire predictions turn out to be wrong, but 2022 marked the store’s revenge on e-commerce. End-of-year sales, up 5.3% compared to 2021, “show that…
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