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Click, buy and thrive

Global reach

The first and perhaps the most obvious reason for online’s dominance is scale. In the past, a retailer needed a footprint of stores in every city to reach a wide audience. Today, a strong online platform can sell across borders without the burden of expensive leases and staffing. UK-based ASOS has built a global presence by delivering to over *** markets with localised websites, multiple currency options and free returns. German giant Zalando serves customers across Europe with an infrastructure that allows next-day delivery in many countries, giving smaller brands a platform to sell internationally. In the United States, Amazon has made fashion a key category, while Revolve has captured the millennial and Gen Z demographic with its mix of trendy labels and influencer-driven campaigns. These players have shown that the internet dissolves geographic boundaries, giving customers unparalleled choice and brands unprecedented reach.