Department store Debenhams will sell one fifth of its products online by the end of next summer as its focus on multi-channel delivery over the past three years pays off.
The online division is expected to account for 20 per cent of sales by its year-end in August, according to analysis by brokers at Jefferies. That means the weight of online sales compared to traditional sales will have doubled in two years, it said.
Debenhams online sales have increased 46.2 per cent to £366.3 million in its last financial year.
However, analysts are concerned the department store chain may struggle to reconcile its large property portfolio to the needs of the digital era as its reliance on online and home delivery increase.
Debenhams, as with other retailers, argues that stores are becoming an integral part of the multichannel experience providing touch points for customers and locations for click and collect.
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