This is not just about joining the modern era – it ultimately reflects a shift in IKEA's strategy. While it is known for gigantic stores on the outskirts of cities, it tests smaller urban areas that only carry a fraction of the lineup.
In combination with the app, shoppers could see some products personally while still having access to the full catalog. It can customize its traditional stores to focus more on running online stores than serving in-person customers. This can also be crucial ̵[ads1]1; Internet-focused competitors like Made.com break into the IKEA turf and are not worried about creating massive retail conditions.