23.09.2020 | 5 minutes estimated reading time | Print this article

If online stores took to the high-street

Photo by Arturo Rey on Unsplash

  • ASOS would emerge as the king of the high-street, commanding a 35% share amongst the fashion space
  • Only physical supermarkets would retain their place against online retailers
  • With online businesses seeing a boom, Raisin have analysed if we are still saving or splurging on the high-street

The British high street is packed full of physical stores impacted heavily by the coronavirus pandemic, it’s easy to assume that online businesses would be outperforming bricks and mortar stores, but are they?

To find out we have reimagined the high street, looking at mobile and desktop search visibility to show which stores would dominate our shopping hubs in real life.

By comparing search engine visibility to revenue earnt, we were able to visualise how much space our online shops would command in comparison to brick and mortar stores if they were side by side, creating a virtual high-street.

Looking at stores from the fashion, general retail and grocery sector we’ve calculated just how the high-street would look for each of these sectors.

The most recent reports from the Office for National Statistics (ONS), showed that Britain’s High Streets were on the rise prior to COVID-19. But did the reduction of physical shops available during lockdown cause you to save or splurge? And would physical shopping look different if these online giants went head to head on the high street?

Fashion: Online fashion drives over 55% of the high street

Virtual high street - fashion retail

E-commerce giants ASOS take over our reimagining, commanding 32.5% of the virtual high-street. Compared to Debenhams, the physical icon of the British high street at 24.8%.

So although ASOS is the go-to fashion site on the internet for multiple brands, if they wanted to, they could take over the high street too.

Fast-fashion brands Missguided, Pretty Little Thing and Boohoo would hold a strong place on the virtual high street too, standing up against shopping centre staples such as New Look, H&M and Topshop.

Collectively the online fashion stores would cover over 55% of their market despite their varying levels of revenue. So if the high street relied as heavily on search visibility as the internet, bricks and mortar shops would have to step up their game in order to stand up to the competition.

Fashion brands – search visibility and revenue

Name

Presence

Average Visibility Index

% of High street

Revenue

ASOS

Online

128.455

32.5%

£2,733,500,000.00

Debenhams

Physical

97.995

24.8%

£2,277,000,000.00

Boohoo

Online

38.09

9.6%

£1,230,000,000.00

New Look

Physical

29.37

7.4%

£1,239,000,000.00

Pretty Little Thing

Online

27.94

7.1%

£516,000,000.00

Missguided

Online

26.55

6.78%

£186,900,000.00

H&M

Physical

21.645

5.5%

£1,375,461,000.00

Zara

Physical

13.98

3.59%

£19,561,276,850.65

Topshop

Physical

7.419

1.9%

£847,000,000.00

Primark

Physical

3.8245

1.0%

£7,792,000,000.00

 

Amazon dominates online shopping and the high street

Virtual high street - general retail

On our speculative shopping street for general retail, Amazon in the UK well and truly takes over with its percentage equating to 60.4% of the virtual high street. Unsurprisingly nothing comes close to the global titan with fellow online retailer eBay covering a mere 23.4% in comparison.

Although no other shops in this study come close to Amazon’s revenue, Boots is the closest of the physical shops with £104,611,450,500 but only claims 1.3% on our virtual high street.

Amazon dominates the internet, but what about high street staples such as Argos, Wilko’s and Poundland? Argos has maintained a strong position on the British high street since 1972 which proves that even when faced with titans such as Amazon that the British public still needs physical shops, maintaining 9.1% of the average visibility.

General retail – search visibility and revenue

Name

Presence

Average Visibility Index

% of High street

Revenue

Amazon

Online

2736.05

60.4%

£214,342,672,500.00

eBay

Online

1059.30

23.4%

£2,139,606,000.00

Argos

Physical

411.28

9.1%

£29,007,000,000.00

John Lewis

Physical

134.00

3.0%

£10,200,000,000.00

Boots

Physical

58.56

1.3%

£104,611,450,500.00

Halfords

Physical

49.98

1.1%

£1,138,600,000.00

Superdrug

Physical

36.20

0.8%

£1,283,000,000.00

Wilko

Physical

29.90

0.7%

£1,468,000,000.00

B&M

Physical

12.32

0.3%

£3,272,600,000.00

Poundland

Physica

0.68

0.0%

£2,611,159,879.50

 

Asda the UK’s largest online supermarket!

Virtual high street - supermarkets

When it comes to supermarkets, Britain remains traditional with bricks and mortar stores such as Tesco, Asda and Sainsburys holding a strong position.

The online-only supermarket Ocado only commands 4.5% of search visibility on the hypothetical shopping street with much lower revenue compared to the physical shops.

Asda holds the strongest stance with 32.8% on the virtual high street even though close competitor Tesco makes just under three times as much in yearly revenue. Interestingly, this shows that the Asda brand stands up against Tesco’s revenue in terms of online search.

Supermarkets – search visibility and revenue

Name

Presence

Average Visibility Index

% of High street

Revenue

Asda

Physical

52.525

32.8%

£23,000,000,000.00

Tesco

Physical

47.57

29.7%

£64,800,000,000.00

Sainsburys

Physical

27.87

17.4%

£29,010,000,000.00

Waitrose

Physical

9.69

6.1%

£6,430,000,000.00

Aldi

Physical

9.0205

5.6%

£11,300,000,000.00

Ocado

Online

7.2265

4.5%

£1,700,000,000

Morrisons

Physical

5.066

3.2%

£17,740,000,000.00

Lidl

Physical

0.93595

0.6%

£89,900,000,000.00

 

Interestingly, despite online trends, the shops of the British high street have stayed strong throughout our hypothetical visualisation. Where you would imagine the titans of e-commerce would take over has revealed some interesting insights, exposing that the decline of the high street may not be as widespread as publicised.

Methodology

Using our research we analysed the average revenue per store for the physical shops, using this to estimate how many stores the online brands would have based on their revenue.

Data point

Methodology

More info

Visibility Index

Collected highest indexed domains where possible, focusing on UK VI. The data was collected 20th July 2020

SISTRIX Visibility Index – Explanation, Background and Calculation