With the easiness and comfortability that E-commerce, E-commerce have high probability to replace conventional brick-and-mortar shop. Conventional shop need to create efforts to fight against online shop dominance. E-commerce might dominate the market to certain extent. However, conventional shops have their own advantages of the business world which is experience.
Online shops have already proven to rule the market. It can be observed with the growth of business that use internet as their medium to sell their products. In current era, almost every shop that I encounter has certain connection with online shopping. Every shoes that in the past need to be searched on the actual shoes retail, now can be acquired from a touch from your device anywhere as long as it reached by online network. Not only that, in the past I may encounter situation of limited selection of product that I want to buy, but, in E-commerce, there are vast range of product selection that you can buy with different models and prices. This easiness and comfortability is the reason why e-commerce aggressively took the flow of the market and might push offline shop out of business. There are already case where local business and shop protested against TikTok shops that have already spread sporadically.
Even though regular shops are outclassed in multiple aspects compared to the online shop, regular shops have their own advantages as conventional shop can provide unique experience in shopping. Act of buying something alone or with other people have certain charm of itself. Offline shop can provide unique experience to people as a lure for people to come and spend their money into the shops. One of the examples of unique experience that can be used for selling points is premium atmosphere. By presenting the shops have unique way to produce premium and luxurious environment; targeted consumer may ingrain this experience into their memory and unconsciously going to the same shops to recreate the moments. Besides previous statement, regular shops may also create authentic experiences that may build thrust and following from the buyer toward the shops since interaction from the buyer to seller can build “human” connection. For example, even though there are many motorcycle spare parts that I can bought online, I am still prefer to go to the shame regular motorcycle parts shops that I visited since I got my motorcycle.
In conclusion, E-commerce may rule the market to the certain points. The e-commerce superiority in accessibility and conveniences are major selling point that play huge role on the online shop success. However, traditional shops can also thrive in their own environment if they are manipulated the targeted costumer to go into their shop. Traditional shop may create their own markets that separate from the online businesses.