Channels Retailers Use to Generate Sales

Channels Retailers Use to Generate Sales

Proof Point

Majority of retailers use stores and websites to sell products, with fewer using mobile apps, catalogs and other channels, according to PwC survey

Channels Retailers Use to Generate Sales

2017 (percentage of respondents)

Note: Data based on PwC & SAP 2017 Retailer Survey covering 24,471 respondents, including more than 300 retailers, from 29 countries across six continents. Third-party omnichannel provider refers to companies enabling retailers to setup stores in major e-commerce sites (e.g. Amazon, Facebook, eBay, and Pinterest), such as Shopify and BigCommerce

Proof Point Findings

  • Physical Stores Still Relevant – Close to 80% of retailers surveyed by PwC still use brick-and-mortar stores to sell products to customers
  • Technology-Enabled Channels – 73% use websites to sell goods, while only 25% have mobile apps as consumers show increasing aversion to downloading multiple apps they rarely use
  • Key Growth Drivers – Include continuously evolving consumer shopping behavior, increasing consumer demand for seamless multi-channel engagement with brands, and proliferation of digital technology-enabled tools enabling consumers and merchants to conduct transactions online, such as smartphones, cloud computing, and new payment systems


Market Disruption

Business Model and Practices

Business Model
and Practices


Information Technology, Wholesale and Retail Trade


Date Last Updated

September 7, 2017

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