Amazon Bookstore The first California Amazon Bookstore is located at 4545 La Jolla Village Dr. in San Diego.

WALNUT CREEK, CA—While the rise of e-commerce has benefitted the industrial sector, its increasing share of total retail sales has had a crippling effect on bricks-and-mortar retail. A recent UPS survey of online shoppers found that for the first time in the study's five-year history, on average, more than half of the shoppers' purchases were made online.

According to the survey, US mobile device usage is significantly higher for online shopping and in 2016 represented 51% of online purchases, nine points higher than traditional computers. Retailers that do not provide good mobile experiences may ultimately lose out to retailers that do. Case in point is the 800-pound gorilla, Amazon, which accounted for 43% of US online sales in 2016.

The future of the retail industry will not only be online, but also in creating multi-channel offerings that integrate the online and bricks-and-mortar experience, according to a Kroll Bond Rating Agency report, Secular Trends in Retail. While this has been going on for years as traditional retailers have expanded online presences, the tables have turned as e-commerce outlets are now opening physical storefronts. This trend may indicate that there is still a place for bricks-and-mortar retail—albeit with a digital-age makeover.

Amazon has been at the forefront of e-retailers that are utilizing bricks-and-mortar integration. Recently, it opened a physical grocery store in Seattle and may be exploring other test grocery store locations. If these test stores are successful, others are expected to follow, KBRA observes. This is not the only threat to the supermarket or grocery store as millennials are visiting supermarkets less frequently than previous generations did. According to a report by the Food Marketing Institute and Nielsen Co., in 2016, 28% of millennials bought groceries online at sites such as Fresh Direct and Peapod.

“Despite this trend, KBRA continues to view anchored neighborhood shopping centers that provide needs-based goods and services favorably relative to other retail sector formats. However, centers that are in trade areas which have experienced in-migration from millennials may be adversely impacted by that group's greater tendency to shop online. Neighborhood centers with grocery anchors could also be negatively impacted in such markets, particularly if Amazon expands its grocery business,” Larry Kay, senior director of KBRA tells GlobeSt.com. “We believe that brick-and- mortar retail stores are here to stay, but will have to transform themselves with a digital age makeover.”

Another e-commerce turning storefront trend is the Amazon Bookstore. Of the 10 that have opened or are scheduled to open, half are on the West Coast. This updated total comes this week after a bookstore in Bellevue, WA was also confirmed to be in the works, along with Broadway Plaza in Walnut Creek, CA, Seattle, Portland and San Diego stores. The Broadway Plaza store at 1259 Broadway Plaza is rumored to have a fall 2017 open date.

The secular shift to e-commerce sales has contributed to recurring announcements of store closures and retailer bankruptcies, including those of JCPenney, Macy's and Sears, and the liquidation of Sports Authority, among others. Regional mall operators have struggled from reduced foot traffic due to the loss of anchors, as well as increased vacancies from in-line tenants. As this has occurred, bricks-and-mortar retail has been searching for a way to provide shoppers with an experience that cannot be replicated online.

Based on KBRA's review of CMBS collateral and the effects of e-commerce, it is most concerned with the less productive B/C shopping malls that cannot easily re-lease space from tenants that have shuttered stores. These malls will also remain under pressure as stronger in-line tenants seek to maximize sales and desire more productive locations. Defying the e-commerce effect, off-price outlet centers have been able to flourish as e-commerce has expanded. Outlet centers may be less sensitive to online competition than full price stores, because most retailers are not selling the made-for-outlet goods on the Internet. As a result, outlets are still a favored investment type, although there are rumblings of oversupply in the sector. Outside of the off-price segment, e-commerce is expected to continue testing the business models of many traditional retailers, says KBRA.

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Lisa Brown

Lisa Brown is an editor for the south and west regions of GlobeSt.com. She has 25-plus years of real estate experience, with a regional PR role at Grubb & Ellis and a national communications position at MMI. Brown also spent 10 years as executive director at NAIOP San Francisco Bay Area chapter, where she led the organization to achieving its first national award honors and recognition on Capitol Hill. She has written extensively on commercial real estate topics and edited numerous pieces on the subject.