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Why are digital sales channels growing so fast?
We have seen meticulous rise of digital sales channels. It started with Amazon accepting digital orders and offering door delivery to consumers. The number of players has grown since then. Quick Commerce is now taking share from the E-Com channel with even faster delivery in 10 minutes.
What has worked so well for the digital channels? Let’s decipher it in the supply chain language.
Consumers now have a real solution for retail stockouts. In case of physical stores, they had to go from store to store in case of a retail stockout. Now, they can just browse, check availability and order on the platform which has the stock.
Convenience is another differentiator. Consumers can now get their items without stepping out. A huge leap from consumers’ point of view.
Let’s now look at it from the online sellers’ viewpoint. They have rich data about consumer preferences and trends, which feeds into better demand sensing and improved availability. In case of an inventory mismatch, they can shape demand. Their supply chain practices are much more agile than the physical store chains.
Agile supply chain practices are truly at the centre of this phenomenal growth of digital channels.
We should expect many more innovations in these channels.