Brick-and-mortar Growth Gap Widens, As Digital Teams Face Budget Cut Challenges

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Over the last several years, ecommerce dollar growth has outpaced brick-and-mortar sales with food and beverage among some of the top categories for growth, according to Circana data shared in the webinar.

Omnichannel dollar sales — including ecommerce and store sales — reached $865 billion for the 52 weeks ending Aug. 20, growing 1.3%, according to Circana Complete E-commerce data.

Ecommerce sales for general food grew by 11.1% and beverages by 11.7%, compared to in-store sales, which rose 0.8% and 1.6%, respectively.

Given the growth of ecommerce channels, many brands and retailers have prioritized developing omnichannel shopping experiences, including direct-to-consumer offerings and in-store pickup options ​.