E-commerce retail franchise in 2024

E-commerce is shaping the future retail franchise in a profound way, setting the stage for a new era of consumer shopping and business operations. WITH the Covid-19 pandemic and the ubiquitous popularity of AmazonThe growth of e-commerce cannot be denied. Predictions indicate it will intercept 41% of global retail sales by 2027which represents a significant increase from just 18% in 2017. This change highlights consumers’ growing preference for online shopping, driven by convenience, accessibility and a wide range of products available at their fingertips.

As e-commerce has evolved, it’s no longer just about selling products online – it’s become about engaging customers through personalized, seamless experiences across all channels. The pandemic era has seen a surge in low-touch digital interactions, from QR code menus to app-based ordering. However, as we progress, there is a clear trend towards more tangible, interactive experiences.

Forward-looking leaders recognize the opportunity to proactively engage customers and create unique but consistent experiences across platforms, including B2B, B2C, social commerce, live commerce, and even metaworld. This multi-faceted approach is critical to driving profitable growth in both B2B and consumer industries.

The future of retail franchises in the e-commerce era depends on their ability to embrace these changes. Retailers must leverage technology to offer personalized shopping experiences, leverage data analytics to better understand consumer behavior, and integrate omnichannel strategies to ensure a seamless transition between online and offline touchpoints.

Edible (formerly Edible Arrangements), for example, is an innovative retail brand with over 1,000 physical stores and an online e-commerce center that can deliver within an hour to most U.S. households. Since the pandemic forced the specialty retailer to pivot more toward off-premises sales, the brand has particularly focused on integrating technology into a memorable customer experience. It recently announced its launch NextGen store prototype which aims to combine the best of both worlds: a high-tech approach in a modern retail space that encourages human interaction.

“We want Edible to be a social place where every visit is a customized experience, whether it’s a big celebration or a quick grab-and-go” – Edible Founder and CEO Tariq Farid said 1851 Franchise. “The goal is to find a way to integrate the personal touch we are known for into a more digital world. This is the future of Edible.”

Whether through online marketplaces or in-store stores, franchise brands must meet consumers where they are and provide a consistent brand experience that encourages loyalty and repeat business. This means investing in digital infrastructure, developing new digital engagement capabilities, and continually innovating product offerings and marketing strategies. This allows them to not only survive, but also thrive in the future of e-commerce, taking advantage of the growth and expansion opportunities it offers.