Brick-and-mortar retailers with an online presence are outperforming ecommerce retailers. According to research from CBRE, the impacts of ecommerce sales are “vastly overrated.” The report shoes that 90% of retail sales occur in physical stores, and when it comes to ecommerce sales, 50% are from brick-and-mortar brands. Ecommerce sales today account for only 9% of total sales, and in the next five years, ecommerce sales won't count for more than 15% of overall sales. To find out more, we sat down with Jeff Moore, senior managing director at CBRE, for an exclusive interview to discuss the success of omni-channel retailers in the market.

GlobeSt.com: Why are omni-channel platforms so successful?

Jeff Moore: Consumers are increasingly demanding omni-channel functionality, which provides the ability to shop online across multiple platforms and retailers, or to browse for a particular item first, then try it on in the store and then ultimately complete the purchase online. This multi- or omni-channel approach to shopping is becoming much more popular. Both “brick-and-mortar” retailers and “e-tailers” are realizing that they need to provide consumers with options across both channels in order to grow revenue. For online players, for example, “brick-and-mortar” locations provide a way to reach a wider consumer base and limit the cost of online returns as consumers can return in-store. At brick-and-mortar locations, retailers also have the ability to “upsell,” which can result in a higher transaction spend than online.