Physical stores fight digital dominance

Brick-and-mortar stores are making a comeback in Europe, signaling a lessening of consumer desire for the convenience of online shopping, and with it, giving an economic shot in the arm to hard-pressed high streets.

The experience of isolated living during the COVID-19 pandemic contributed significantly to the rise of e-commerce, but now people are on the other side of it, with an increased desire to spend more time outside driving sales in a sector that is turning out to be a major growth area.

Data from market research company Euromonitor showed that although the number of retail units in Europe fell from 4.92 million in 2022 to 4.9 million in 2023, the actual amount of space occupied by stores is increasing.