5 Reasons Why Not Digitalizing in 2024 Is Signing Your Business’s Death Warrant
Reading time: 8 minutes
In 2024, retailers who say “Digital? We’ll see about that later, things are working fine as they are” are becoming increasingly rare. But whenever I hear this statement, I feel that familiar pang in my heart—the one that tells me this business might not survive the next two years.
Why is digitalization no longer optional? Because we’ve passed the tipping point. A business that refuses digital transformation today isn’t making a strategic choice—it’s slowly signing its own death warrant. The statistics are unforgiving, purchasing behaviors have radically evolved, and the competition isn’t waiting.
In this article, I’ll candidly explain why staying offline in 2024 means becoming invisible, how digitalization represents a profitable investment (not a cost center), and why choosing the right technology partner makes all the difference in this inevitable transformation.
The World Has Changed: Staying Offline Means Disappearing
New Purchasing Behaviors: When Customers Always Start Their Journey Digitally
Remember when people would stroll through town to discover new shops? Those days are gone. According to Think with Google (2024), 87% of purchasing journeys now begin online, even when the final purchase happens in a physical store. This figure rises to 93% among consumers under 35.
This phenomenon, known as ROPO (Research Online, Purchase Offline), has become the norm. I recently worked with an independent jewelry store that refused to invest in its online presence. “My customers come for advice and expertise,” the owner told me. Six months later, her revenue had dropped by 22%. Why? Because even for an emotional purchase like jewelry, customers start their search online.
Not having a digital presence is like having a store with closed shutters and no sign. You exist, but nobody sees you. And what isn’t seen doesn’t exist in the consumer’s mind.
The ROPO explosion reflects a simple reality: customers want information before they travel. They want to know your opening hours, check if products are in stock, compare prices. Ignoring this digital stage of the customer journey means voluntarily cutting yourself off from the majority of your potential clientele.
Retail Facing Unprecedented Competitive Pressure
Amazon, Zalando, Alibaba… These giants have redefined retail standards. 24-hour delivery, free returns, constant availability—these expectations are now deeply ingrained in consumers. Facing this pressure, traditional retailers have two options: adapt or disappear.
Examples abound. In 2023, Camaïeu, Pimkie, San Marina… The list of businesses that have closed their doors keeps growing. The common denominator? Late or poorly executed digitalization. Conversely, brands like Décathlon or Sephora, which have invested heavily in omnichannel strategies, are posting double-digit growth.
The brutal truth is that marketplaces and e-commerce giants have created a new standard of customer experience. Consumers have grown accustomed to immediacy, personalization, and constant availability. When they enter your store, they expect to find this same fluidity.
Your competition is no longer just the store across the street, but every experience your customer can get globally. If purchasing shoes, and a customer can’t check your stock online, they’ll go to a competitor who offers this—even if your product is better.
Omnichannel Digitalization: A Growth Lever, Not a Cost
More Visibility, More Sales: Proof in Numbers
Let’s be concrete. According to Fevad (2024), retailers with an omnichannel strategy see an average 30% revenue increase. This isn’t magic; it’s business logic. More touchpoints with your customers = more sales opportunities.
- Omnichannel customers spend four times more than single-channel customers.
- Data-driven actions (CRM, journey analysis, geolocation) quickly reveal untapped opportunities.
- These technologies are accessible to all retailers, regardless of size.
A telling example: an independent bookstore in Toulouse that implemented a simple online reservation and click & collect system. The result? A 42% revenue increase in 6 months, with 65% from customers who had never visited before. Digital amplified physical sales instead of cannibalizing them.
Digital tools also transform data into opportunities. With a CRM, identify inactive customers and reactivate them. Analyze web journeys to highlight products that catch interest but don’t sell. Use geolocation to send relevant notifications to those near your store.
The ROI is often visible within the first months of adoption.
A Smooth, Personalized Customer Experience: The Key to Loyalty
The modern customer hates two things: wasting time and feeling like a number. Well-designed digitalization addresses both.
- Click & Collect: Combines online convenience and in-person experience. Havas Paris (2023) reports 72% purchase an additional item at pickup.
- E-reservation: A customer reserves online and receives personalized, in-store attention—raising the average basket and satisfaction.
- Real-time stock: No more endless calls; customers know exactly what’s available before they travel.
Contrary to popular belief, digital doesn’t dehumanize customer relationships—it strengthens them by freeing up staff time for value-added human interaction. Salespeople can focus on storytelling, advice, and creating memorable experiences.
Choosing Sovereignty and Efficiency: Why Wishibam Is the Right Partner
Tailored Digitalization Designed for Physical Retail Players
Digitalization isn’t a standard product you buy off the shelf. It must adapt to your DNA, your customers, and your offering for success.
Wishibam has designed a sovereign omnichannel platform specifically for physical retail. Your data is yours—it isn’t exploited for third-party profit.
- Deployment within 8 weeks, on average
- Daily, human support and training
- KPIs and measurable results agreed up front
One partner shopping center saw an 18% traffic increase in 4 months by turning online searches into in-store visits with our platform.
Wishibam adapts to all business sizes—from independents to national chains, shopping centers to local authorities aiming to revitalize commerce.
Our tech was built by retail experts for retail, with true understanding of operational and human challenges on the ground.
Regaining Control From Web Giants
Relying on Amazon, Google, or Facebook online means paying perpetual rent and submitting to their changing rules. They change algorithms, raise commissions, and hijack the customer relationship.
With Wishibam, you regain control:
- Own your data, customer relationships, and costs
- Operate your own digital ecosystem—no costly intermediaries
- Access tools to build a loyal customer base
A merchants’ association in a medium-sized French city generated €420,000 in new revenue in 6 months, 78% from new customers, with all data captured directly for in-house loyalty strategies.
This approach is not only more profitable, but also more ethical and sustainable:
- Promotes local economy
- Reduces carbon footprint by avoiding long-distance deliveries
- Preserves commercial diversity in towns and communities
By choosing Wishibam as a strategic ally, you’re actively building an alternative to web giants—a model valuing proximity, expertise, and human connection.
Conclusion: Digitalize to Survive, Personalize to Thrive
The digitalization of commerce is no longer a strategic choice—it’s a matter of survival. The numbers say it all: 87% of journeys begin online, omnichannel clients spend four times more, and resisting retailers are disappearing.
But digitalization doesn’t mean abandoning the physical store’s strengths—human connection, advice, and sensory experiences. It’s about arming yourself to focus even more on what sets you apart, by automating away mundane, repetitive tasks.
The real challenge isn’t whether to digitalize, but how: keeping ownership over your strategy and data. The right technology partner will make all the difference.
At Wishibam, we support retailers, centers, and communities every day. Our conviction? Omnichannel is the future of commerce. And it’s a transformation every business can make, regardless of size.
Don’t wait until you’re the last in your sector. Digitalization is not a threat—it’s the best chance for the renaissance of traditional commerce.
FAQ: Why Is Digitalization No Longer Optional?
Why should a small independent business invest in digital when it doesn’t have the resources of large retailers?
Precisely because it’s small and independent. Digital is a great equalizer, enabling small businesses to reach a much larger clientele than their natural catchment area. With adapted solutions like Wishibam, the initial investment is accessible (from €99/month) and the ROI is often visible from the first months. No small business can afford to miss the 87% of purchasing journeys that begin online.
Doesn’t digitalization risk dehumanizing the customer relationship that is the strength of physical commerce?
On the contrary, well-designed digitalization automates low-value tasks (stock checking, appointment booking, basic information), freeing up time for your teams to focus on what matters: personalized advice, product expertise, and creating memorable experiences. Digital becomes the best ally for human connection when implemented wisely.
How long does it take to see a return on investment after implementing a digital strategy?
On average, retailers using Wishibam see revenue increases from the third month. Timelines vary by sector, seasonality, and team engagement, but most see traffic improvements in 2 months (+15% on average) and revenue growth by 6 months (+22%). Set clear KPIs from the start for precise measurement.
Is it too late to digitalize in 2024 if we haven’t done it yet?
No. It’s not too late, but every day represents missed opportunities. Shoppers are already digital, your competitors are advancing, but the market isn’t locked. What was once a competitive edge is now essential just to stay in the race. The urgency now is to avoid falling further behind.
What are the most common mistakes when digitalizing a business?
- Viewing digital as a separate channel disconnected from store operations.
- Underestimating the need to train teams and nurture a digital-oriented culture.
- Choosing technology not suited to retail realities, operational flows, or team needs.
- Launching without a clear strategy or KPIs, preventing effective measurement and optimization.
Charlotte Journo-Baur is founder and CEO of WISHIBAM, a sovereign omnichannel platform dedicated to physical retail players. Recognized among the top 0.1% most influential retail experts in Europe, she has been supporting the digital transformation of independent retailers, shopping centers, and territories since 2016.