PricewaterhouseCoopers (PwC) carried out an extensive survey of 6 continents, 19 territories, and 19,000 online shoppers for their Total Retail 2015 survey. It revealed what many had predicted for some years, that the shift from high street retail to online retail was still gathering pace and showed few signs of slowing down.

PwC’s model to explain the continuing preference for online retail is described in terms of four retail disruptors. Their first disruptor considers the evolution of the conventional store. It is no longer the single point of sale for the business. In some respects, it is a window into the business and a form of catalog or showroom. PwC suggests that this is a natural evolution of the business model. The second and third disruptors—mobile technology and social networks—are the technological changes that have had a massive impact on retailing. Mobile technology means that purchases can be made anywhere, anytime, by anyone. Social networks are instant, real-time points of contact with consumers and are increasingly important places for reviews and feedback. At the same time, the buzz and excitement that can be generated by social media can create instant and massive demand for a product or service. The final disruptor is related to changes in the demographic make-up of society. The key 18–24 years’ age group has a much greater affinity with brands than previous generations; 43 percent follow brands online, they research brands more, and are more inclined to watch videos about brands. The PwC survey revealed that 36 percent of consumers visit retail outlets at least once a week. It is still an important contact point.

A decade ago, only 25.3 percent of consumers had ever made an online purchase. According to Dunn Humby, a global advertising company, multichannel purchasing is set to continue to change retail, with some brands seeing between 20 and 50 percent of sales through online shopping.

To what extent it is apparent that the merger of technology and culture is driving this change from conventional retailing to online shopping? Will it mean the death of traditional retailing?