Pure play retailers – are those that only trade online. Examples are Amazon, Ocado and Play.com. They are classified under mail order by the ONS. ASOS and Net-A-Porter for us fashionistas!
Multi-channel retailers are those that trade both online and through stores and/or catalogues as well.
But the classification of multi-channel retailers is more complicated:
- Catalogue retailers that take orders online continue to be classified under mail order. An example is AVON, primarily a door to door catalogue retailer that has moved to online sales recently.
- Store based retailers that generate less than half of their sales online (and for most the proportion is under 5%) are classified in their usual sector along with all their online sales. So all Tesco’s sales, whether online or through stores, are classified under food retailers.
Source: Mintel, 2010 - E-Commerce - UK - February 2010