Primark’s click and collect trial is further proof that the UK’s retail landscape has shifted significantly over the last 24 months. As more age groups become familiar with online shopping and Gen Z emerges as a cultural and economic powerhouse, it is clear that blending online & physical retail experiences is the only way forward for brands.

However, this news is maybe a distraction from the real elephant in the room when it comes to ecommerce: how best to manage inventory and returns between warehouses, stores, and online versus in-store purchases. Retailers of all sizes need to double-down on their warehouse capabilities and supply chain resiliency if they are to maintain heightened consumer expectations around customer experience, remain profitable, and minimise the carbon footprint associated with returns.