European retailers are expanding physical stores to boost online sales, counteracting rising competition from e-commerce giants like Shein. Data shows that online sales can increase by 10–20% within 20 minutes of proximity to a store, making physical locations a valuable part of omnichannel strategies. Companies like Decathlon and Inditex are creating engaging, interactive spaces that bridge digital and physical shopping, drawing in customers.

Physical Retail’s Role in Supporting Digital Sales

Retail spaces across Europe are expected to grow by 2.7% by 2028. Decathlon added 80 stores this year and introduced hubs for equipment rentals, repairs, and in-store product testing. For example, Decathlon’s Rome store offers free ping-pong, enhancing the shopping experience. Italy’s Cisalfa plans to open or refurbish 10 stores, underscoring the importance of face-to-face customer interaction that e-commerce lacks. Meanwhile, Zalando, a digital-first retailer, has expanded its physical presence to 15 German locations, catering to the demand for omnichannel experiences.

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Retailers See Physical Stores as a Multi-Channel Driver

Studies indicate that brick-and-mortar locations drive multi-channel engagement, with closures impacting revenue both online and offline. Inditex offers group-friendly fitting rooms with touchscreens for size requests, while Zalando combats fast-fashion competitors like Shein with pop-up stores across Europe.

Why Shoppers are Returning to Physical Stores

Consumers are gravitating back to in-person shopping, enjoying instant gratification and convenience. RBC analysts note that some people prefer the reliability and immediacy of physical stores, especially for last-minute purchases.