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Behind the Web Store: The Organisational and Spatial Evolution of Multichannel Retailing in Toronto

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  • Andrew Currah

    (Department of Geography, University of Southampton, Southampton S017 1BJ, England)

Abstract

In this paper I address two issues of general relevance to contemporary debates in economic geography: first, the organisational and spatial implications of new information technologies for the economic landscape; and, second, the enduring role of place to digital capitalism. Specifically, I examine the organisational evolution of multichannel retailing in Toronto from a geographical perspective. Bricks-and-mortar retailers are increasingly pursuing a multichannel strategy by operating an Internet-based web store alongside the existing network of physical retail outlets. I therefore evaluate the organisational implications of the adoption of business-to-consumer e-commerce (e-tailing) technology for six Canadian bricks-and-mortar retailers based in Toronto and assess how the associated changes in business structure have been inscribed upon the urban landscape. The argument is developed in three sections. First, I discuss how the formula for competitive advantage in the new (r)etail markets of the developed world has shifted from a pure play to a multichannel organisational paradigm. Second, I provide a background to the development of Canadian e-commerce and an overview of the empirical methodologies employed during the research. Third, the focus of the paper moves ‘behind the web store’ to spatialise the physical places that constitute the fulfilment infrastructure of e-tailing as sequentially linked stages in Internet commodity chains. I evaluate the impact of the Internet commodity chain upon the geographical organisation of each retailer, and, in particular, consider whether the unique logistical requirements of e-tailing have stimulated spatial processes of disintermediation and reintermediation. It is argued that, when read through the lens of Toronto, e-tailing has incurred limited organisational disruption and is characterised by a distinctive geography of integration between online and offline retailing services within the urban space of the city. I conclude the paper by contextualising the findings within themes for conceptual debate in economic geography.

Suggested Citation

  • Andrew Currah, 2002. "Behind the Web Store: The Organisational and Spatial Evolution of Multichannel Retailing in Toronto," Environment and Planning A, , vol. 34(8), pages 1411-1441, August.
    • Handle: RePEc:sae:envira:v:34:y:2002:i:8:p:1411-1441
    DOI: 10.1068/a3562
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    References listed on IDEAS

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    Cited by:

    1. Ron A. Boschma & Jesse W.J. Weltevreden, 2005. "B2c e-commerce adoption in inner cities: An evolutionary perspective," Papers in Evolutionary Economic Geography (PEEG) 0503, Utrecht University, Department of Human Geography and Spatial Planning, Group Economic Geography, revised Feb 2005.
    2. Ron A Boschma & Jesse W J Weltevreden, 2008. "An Evolutionary Perspective on Internet Adoption by Retailers in the Netherlands," Environment and Planning A, , vol. 40(9), pages 2222-2237, September.
    3. Andrew J Murphy, 2003. "(Re)Solving Space and Time: Fulfilment Issues in Online Grocery Retailing," Environment and Planning A, , vol. 35(7), pages 1173-1200, July.
    4. Neiberger Cordula & Mensing Matthias & Kubon Jonas, 2020. "Geographische Handelsforschung im Zeitalter der Digitalisierung: Eine Bestandsaufnahme," ZFW – Advances in Economic Geography, De Gruyter, vol. 64(4), pages 197-210, November.
    5. Orit Rotem-Mindali & Jesse Weltevreden, 2013. "Transport effects of e-commerce: what can be learned after years of research?," Transportation, Springer, vol. 40(5), pages 867-885, September.
    6. Fujie Rao, 2019. "Resilient Forms of Shopping Centers Amid the Rise of Online Retailing: Towards the Urban Experience," Sustainability, MDPI, vol. 11(15), pages 1-25, July.
    7. Agatz, Niels A.H. & Fleischmann, Moritz & van Nunen, Jo A.E.E., 2008. "E-fulfillment and multi-channel distribution - A review," European Journal of Operational Research, Elsevier, vol. 187(2), pages 339-356, June.
    8. Jesse W J Weltevreden & Oedzge A L C Atzema & Koen Frenken & Karlijn de Kruif & Frank G van Oort, 2008. "The Geography of Internet Adoption by Independent Retailers in the Netherlands," Environment and Planning B, , vol. 35(3), pages 443-460, June.
    9. Godfrey Yeung & Kim Leng Ang, 2016. "Online Fashion Retailing and Retail Geography: The Blogshop Phenomenon in Singapore," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 107(1), pages 81-99, February.
    10. Jesse W.J. Weltevreden & Oedzge A.L.C. Atzema & Koen Frenken & Karlijn de Kruijf & Frank G. van Oort, 2005. "The Geography of Internet Adoption by Retailers," Papers in Evolutionary Economic Geography (PEEG) 0510, Utrecht University, Department of Human Geography and Spatial Planning, Group Economic Geography, revised Sep 2005.
    11. Weltevreden, Jesse W.J. & Boschma, Ron A., 2008. "Internet strategies and performance of Dutch retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 163-178.
    12. Louise Crewe, 2013. "When Virtual and Material Worlds Collide: Democratic Fashion in the Digital Age," Environment and Planning A, , vol. 45(4), pages 760-780, April.
    13. Jesse Weltevreden & Karlijn De Kruijf & Oedzge Atzema & Koen Frenken & Frank Van Oort, 2005. "The b2c e-commerce landscape of the Dutch retail sector," ERSA conference papers ersa05p228, European Regional Science Association.

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