Offline vs. Marketplaces: How to Survive and Win in 2026?
In Russia, e-commerce's share has grown from 5% in 2019 to nearly 23% in 2024 and continues to grow, with e-commerce market analysts predicting it will reach over 30% by 2029. Offline retail, meanwhile, can not only survive but also grow by 20-30% annually if it stops offering clothes on hangers and shoes on shelves and starts selling unique experiences. We discuss this topic with Shoes Report regular contributor Elena Vinogradova, an expert in fashion buying and sales and the author of the Fashion Business Blog, a blog for retailers and buyers.
Elena Vinogradova -
Elena Vinogradova, expert in purchasing and sales in the fashion business, more than 20 years of experience in the fashion industry from buyer to commercial director of a retail chain of 30 stores, retail consultant, business coach, speaker at industry conferences.
The first question we all need to answer is: "Why should a customer come to your store?" But we'll return to that at the end of the article.
Marketplaces are taking over the market: by 2025, Wildberries and Ozon will control 55% of online fashion sales in Russia (according to Data Insight). But this isn't a death knell. The global trend toward omnichannel retail shows that 75% of shoppers are willing to spend more for high-quality service in physical stores. People want a real-life experience, a personalized approach, and expertise—elements that marketplaces currently don't offer.
We'll explore real-world cases and strategies to understand what offline retail should do now.
Question #1
Why go to the store when you can have home delivery or pickup within walking distance?
Answer:
Because you're not selling things - you're selling emotions.
Some statistics:
- 68% of buyers are willing to pay extra for the opportunity to try on an item and pick it up immediately (Romir, 2025);
- In 2024, 75% of returns on marketplaces were due to “wrong size/color” (WB analytics).
Decision:
Make fitting one of your main advantages.
Think about what fitting rooms at pickup points look like (not all of them, but many). I recently had the "pleasure" of observing dirty floors, rugs, mirrors for some reason propped up on ottomans that need not only cleaning but also replacing due to steps and cracks, dusty fitting room curtains, old, faded stickers on the mirrors, cramped spaces, poor lighting, and boxes all around at two popular marketplaces. This is a pickup point in the center of a city with a population of two million.
Is it comfortable to try on clothes in such a "setting"? Will the client like themselves? Will they want to take photos? And what about waiting in line to get into such a fitting room?
At this crucial moment for making a purchase decision, offline retailers can differentiate themselves by offering service, comfort, compliments, and the opportunity to take great photos.
Taking things further, this could include fitting rooms with augmented reality, allowing customers to see how a garment looks in different styles. According to the Snow Queen's experience, for example, the result is a 40% increase in average purchases. 12STOREEZ fitting rooms also feature interactive screens, allowing customers to view the product range and outfit options, request a consultant, and order additional sizes and styles.
Incidentally, we conducted an experiment with several clients: for those who tried on more than three items, the store offered a complimentary gift (depending on the segment and positioning, this could be treats, small gifts, coupons for their next visit, or a helpful newsletter). In each case, there was an increase in try-ons with three or more items, and a sales increase of 15% to 35% (we all know the importance of offering alternatives during try-ons, offering a total look, and higher conversion rates from the fitting room to the checkout).
Retail is a testing ground for experiments; test and implement successful hypotheses at different stages of customer communication.
Offline retail can also clearly differentiate itself from marketplaces through expert services. Therefore, my next answer to the question "Why go to the store when there's a pickup point?" is: establish yourself as an expert.
- Offer styling consultations (for example, "Create a look for 10,000 rubles"—the prices can be adjusted depending on the needs and the season, and this is a great opportunity to show your clients different options for completing your collection). - Launch a "Shopping Accompaniment" service—personalized selection for each client—either by invited stylists or your trained staff. In my experience, revenue growth of 25% is absolutely possible with this approach.
Question #2
Marketplaces are cheaper
Answer:
Yes, but you have something they don’t have – locality and community.
Some statistics:
- 62% of Russians are ready to support local businesses, even if the price is 10-15% higher (VTsIOM, 2025):
- stores with an active community retain 45% of their customers compared to 15% for “faceless” chains (Fashion Consulting Group).
Decision:
1. Create strong loyalty programs, collect your customers' contacts, and establish regular communications and repeat purchase systems: cashback, bonuses, and loyalty privileges.
For marketplace sellers, obtaining end-customer data is key. They want to mitigate risks and grow their customer base. For now, offline retailers hold the upper hand in this regard, meeting their customers face-to-face.
Your task is to move the client from “came once” to “I am your regular”.
What you can do:
• Cumulative bonus system.
• Subscription for 990 rubles/month: first access to capsules, 10% discount, once a month an item of your choice with a 30% discount.
• Personalized newsletters: “Things that match your style,” “What to buy to go with that bag you bought a month ago.”
One of my clients, a clothing and shoe store, created a private Telegram channel for customers with exclusive drops. Repeat purchases increased by 50%.
1. Create referral systems. Introduce personalized discounts for recommendations on social media (e.g., "Refer a friend and get a free shopping bag").
2. Create events and communities.
- Organize events: style masterclasses, meetings with designers. - Create events for customers, not influencers, with a focus on shared experiences. For example, fashion shows for those who buy more and more often.
- Try interesting new formats: swap parties where you can bring old items, exchange them with others, and get discounts on new ones.
- Create a genuine community with themed clubs, masterclasses, and online and offline meetings that aren't directly related to the product: art, creativity, sports, history, etiquette, health, book and film clubs, expert meetings, lectures, and public talks. One of the most striking recent examples is the Viva La Vika book club, which started online and has since expanded to offline meetings. Consider DIY events where you can, for example, create your own bag or sneaker accessories, weave a bracelet, or decorate a swimsuit.
Why it works: People pay for emotions, trust, and belonging. Make your store a place of power.
3. Develop strong customer service – expert advice, instant feedback, no-questions-asked product replacements, free assistance.
Develop, train, and grow your team to successfully compete with marketplaces that don't yet offer this service but are already actively moving in this direction (Lamoda, for example). Stop being just a shop window; become an expert. Sell not a product, but a solution. For example, in a tech store, you'll get setup, consultation, delivery, and turnkey installation. In a clothing store, you'll get a personal stylist, quick fittings, and hassle-free exchanges. In a children's store, you'll get age-appropriate advice, ready-made kits, and parental support.
The marketplace doesn't offer care and confidence right now. But you can.
Conclusion on the "it's cheaper there" question: We solve the price issue offline by selling through the customer experience, so the key task is building relationships with customers, the end buyers of your product. Selling through value, customer intimacy, expert service, and shared experience—that's what offline retail needs to focus on today. You can't beat marketplaces on price.
Question #3
Online is more convenient Answer:
Then become a hybrid – offline + digital.
Some statistics:
- 80% of shoppers first look at a product online and then go to the store (Google, 2025).
- Stores with the "Buy online - pick up in store" feature increase traffic by 35% (Retail.ru).
Decision: 1. Launch a phygital strategy.
Phygital (physical + digital) is a hybrid model where a brick-and-mortar store is enhanced by digital technologies to create a seamless customer experience.
What does phygital give to a store? +30% to the average check (McKinsey, 2025);
Reduction of returns by 25% (due to virtual fittings);
Increased loyalty (customers get a “wow effect”).
examples:
AR fitting rooms in stores
How does it work:
The client points the smartphone camera at the hanger → his avatar appears on the screen wearing this item.
You can change the color, size, and combine it with other items.
Zara has implemented AR mirrors in 20 stores. Result: a 40% increase in in-store time. The Style&Ya store in Kazan uses the Wanna Kicks mobile app for shoe try-ons. Conversion to purchase increased by 35%.
· QR codes with product stories or reviews
How does it work:
There's a QR code on the price tag → the customer scans it → sees:
A video showing how an item is sewn in a factory.
Customer reviews on TikTok.
Styling options (e.g. "5 looks with this sweater").
Massimo Dutti has added eco-certified QR codes to every item. 67% of customers said this influenced their purchase (data from Romir).
· Personalization via mobile app
How does it work:
The customer enters the store → receives a push notification:
"Your favorite coat is now in stock!"
"Get 20% off accessories on your last order today."
Lamoda case (Lamoda Sport offline space): the app identifies customers by geolocation and offers personalized recommendations.
· Screens in the store
According to 12STOREEZ, after adding interactive screens with video reviews of collections to stores, conversion to purchase increased by 20%.
· Add a digital assistant
A Telegram bot for booking a fitting or a stylist consultation, a quick chatbot, or a WhatsApp manager: "I'll help you find the perfect look for your occasion."
2. Sell through social media
Social media influences 50% of Gen Z's decisions (reddit.com):
- conduct live broadcasts from the store with fittings;
- test different platforms: (TikTok, VK, Yandex.Ether);
- Use UGC content: bloggers style items in-store and immediately sell them online. Actively use photos and videos of your customers, and encourage them to tag you in photos and videos for reposting.
3. Enable omnichannel sales
People are used to buying online. Don't be just a "physical point"; let customers buy where it's most convenient for them, but where they feel like they're actually there.
For example:
Create a quick website/landing page for orders or reservations with in-store pickup. Online ordering with in-store fitting or home delivery: "Try it on and buy only what fits."
• Connect WhatsApp/Telegram as a sales channel – consultation + order.
• Sell through VKontakte, YouTube - show the product live, reviews, demonstrations, real photos, landing.
A brick-and-mortar store selling clothing, footwear, and accessories may lose out to marketplaces on price, but win in emotional experience and customer service. A brick-and-mortar store isn't just a showroom; it's an opportunity to showcase expertise and leave a lasting impression. Today, only when combined with an online component does it become a powerful growth tool.
Question #4
Marketplaces have a wider range of products.
Answer:
But you have (must have!) exclusivity and service.
Some statistics:
- 70% of buyers are disappointed with the quality of goods from marketplaces (RBC, 2025).
- Stores with unique brands have 40% higher customer loyalty (Fashion United).
Decision:
1. Include local brands in your product range. Audiences are looking for local stories, sustainability, and a connection to the brand—create that story and highlight your own context.
2. Create your own merch. For example, limited edition tote bags with a print of your city, hoodies or T-shirts with local quotes or events, or scarves with prints by a local artist.
Question #5
The supplier sells the same product on the marketplace at a lower price, trading "in the back."
Answer:
Create an exclusive offer.
Decision:
1. Enter into contracts for exclusive product lines or custom packaging under your brand.
2. Ask for price protection: special conditions or compensation in case of dumping.
3. Suggest joint promotion: the supplier will handle marketing, and you will handle sales.
4. Find alternative manufacturers, especially local ones that don't work with marketplaces.
5. Create a private label – a product under your own brand.
6. Add items that aren't available on marketplaces.
7. Provide related services: gift wrapping, express delivery, gift certificates, personalization, customization.
8. Sell emotions and convenience, not just a product (for example, “Gift in 5 minutes,” embossing or engraving of initials, your own print, embroidery).
Why it works: Uniqueness is the key to defeating price comparisons.
Let's summarize our topic.
The future belongs to those who make shopping an event. People no longer want to just buy—they want to feel, to live a new emotional experience. If your store doesn't manage the customer experience and create these emotions, it's already lost.
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