<!doctypehtml><html lang=en><meta charset=utf-8><meta content=width=device-width,initial-scale=1,shrink-to-fit=no name=viewport><link href=https://www.modernretail.co/wp-content/cache/autoptimize/css/autoptimize_4b1dded7504cd66fbe9850a2bb967d6e.css media=all rel=stylesheet><title>
   Inside Ikea's e-commerce strategy | Modern Retail
  </title><script>var dataLayer = window.dataLayer || [];
        dataLayer.push({"postDetails":{"publishDate":"2020\/03\/12","author":"Anna Hensel","tags":[],"collections":["E-Commerce"],"categories":["Retailers"]}});</script><script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
    new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
    j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
    'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
    })(window,document,'script','dataLayer','GTM-PKX4DZM');</script><meta content="For years, IKEAs differentiator has been its store experience. The Swedish-founded furniture company relied on its maze-like layout, food court and low prices to get shoppers to stay in store longer and subsequently buy more. As the company rolled out digital features, many of them were aimed at supplementing the in-store experience, like an app designed to help shoppers navigate the stores. "name=description><meta content="index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1"name=robots><link href=https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/ rel=canonical><meta content=en_US property=og:locale><meta content=article property=og:type><meta content="Inside Ikea's e-commerce strategy | Modern Retail"property=og:title><meta content="For years, IKEAs differentiator has been its store experience. The Swedish-founded furniture company relied on its maze-like layout, food court and low prices to get shoppers to stay in store longer and subsequently buy more. As the company rolled out digital features, many of them were aimed at supplementing the in-store experience, like an app designed to help shoppers navigate the stores. "property=og:description><meta content=https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/ property=og:url><meta content="Modern Retail"property=og:site_name><meta content=2020-03-12T04:00:10+00:00 property=article:published_time><meta content=2020-03-12T01:49:21+00:00 property=article:modified_time><meta content=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2020/03/2337623821_5950fe0a7f_k.jpg?fit=1400%2C778&ssl=1 property=og:image><meta content=1400 property=og:image:width><meta content=778 property=og:image:height><meta content=summary_large_image name=twitter:card><script class=yoast-schema-graph type=application/ld+json>
   {"@context":"https://schema.org","@graph":[{"@type":"WebSite","@id":"https://www.modernretail.co/#website","url":"https://www.modernretail.co/","name":"Modern Retail","description":"Authority and honesty on the reinvention of retail","potentialAction":[{"@type":"SearchAction","target":"https://www.modernretail.co/?s={search_term_string}","query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/#primaryimage","inLanguage":"en-US","url":"https://i0.wp.com/www.modernretail.co/wp-content/uploads/2020/03/2337623821_5950fe0a7f_k.jpg?fit=1400%2C778&ssl=1","width":1400,"height":778,"caption":"An Ikea store. Photo via Flickr; user mrapplegate"},{"@type":"WebPage","@id":"https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/#webpage","url":"https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/","name":"Inside Ikea's e-commerce strategy | Modern Retail","isPartOf":{"@id":"https://www.modernretail.co/#website"},"primaryImageOfPage":{"@id":"https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/#primaryimage"},"datePublished":"2020-03-12T04:00:10+00:00","dateModified":"2020-03-12T01:49:21+00:00","author":{"@id":"https://www.modernretail.co/#/schema/person/aa42b2d029056ffed40767269abb2f69"},"description":"For years, IKEAs differentiator has been its store experience. The Swedish-founded furniture company relied on its maze-like layout, food court and low prices to get shoppers to stay in store longer and subsequently buy more. As the company rolled out digital features, many of them were aimed at supplementing the in-store experience, like an app designed to help shoppers navigate the stores.\u00a0","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/"]}]},{"@type":"Person","@id":"https://www.modernretail.co/#/schema/person/aa42b2d029056ffed40767269abb2f69","name":"Anna Hensel","image":{"@type":"ImageObject","@id":"https://www.modernretail.co/#personlogo","inLanguage":"en-US","url":"https://secure.gravatar.com/avatar/0cae440964126bb463d241b05c5ebe37?s=96&d=mm&r=g","caption":"Anna Hensel"}}]}
  </script><link href=//www.modernretail.co rel=dns-prefetch><link href=//experience.tinypass.com rel=dns-prefetch><link href=//s.w.org rel=dns-prefetch><link href=//i0.wp.com rel=dns-prefetch><link href=//i1.wp.com rel=dns-prefetch><link href=//i2.wp.com rel=dns-prefetch><link href=//c0.wp.com rel=dns-prefetch><link title="Modern Retail » Inside Ikea’s e-commerce strategy Comments Feed"href=https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/feed/ rel=alternate type=application/rss+xml><script>window._wpemojiSettings = {"baseUrl":"https:\/\/s.w.org\/images\/core\/emoji\/13.0.0\/72x72\/","ext":".png","svgUrl":"https:\/\/s.w.org\/images\/core\/emoji\/13.0.0\/svg\/","svgExt":".svg","source":{"concatemoji":"https:\/\/www.modernretail.co\/wp-includes\/js\/wp-emoji-release.min.js?ver=5.5"}};
			!function(e,a,t){var r,n,o,i,p=a.createElement("canvas"),s=p.getContext&&p.getContext("2d");function c(e,t){var a=String.fromCharCode;s.clearRect(0,0,p.width,p.height),s.fillText(a.apply(this,e),0,0);var r=p.toDataURL();return s.clearRect(0,0,p.width,p.height),s.fillText(a.apply(this,t),0,0),r===p.toDataURL()}function l(e){if(!s||!s.fillText)return!1;switch(s.textBaseline="top",s.font="600 32px Arial",e){case"flag":return!c([127987,65039,8205,9895,65039],[127987,65039,8203,9895,65039])&&(!c([55356,56826,55356,56819],[55356,56826,8203,55356,56819])&&!c([55356,57332,56128,56423,56128,56418,56128,56421,56128,56430,56128,56423,56128,56447],[55356,57332,8203,56128,56423,8203,56128,56418,8203,56128,56421,8203,56128,56430,8203,56128,56423,8203,56128,56447]));case"emoji":return!c([55357,56424,8205,55356,57212],[55357,56424,8203,55356,57212])}return!1}function d(e){var t=a.createElement("script");t.src=e,t.defer=t.type="text/javascript",a.getElementsByTagName("head")[0].appendChild(t)}for(i=Array("flag","emoji"),t.supports={everything:!0,everythingExceptFlag:!0},o=0;o<i.length;o++)t.supports[i[o]]=l(i[o]),t.supports.everything=t.supports.everything&&t.supports[i[o]],"flag"!==i[o]&&(t.supports.everythingExceptFlag=t.supports.everythingExceptFlag&&t.supports[i[o]]);t.supports.everythingExceptFlag=t.supports.everythingExceptFlag&&!t.supports.flag,t.DOMReady=!1,t.readyCallback=function(){t.DOMReady=!0},t.supports.everything||(n=function(){t.readyCallback()},a.addEventListener?(a.addEventListener("DOMContentLoaded",n,!1),e.addEventListener("load",n,!1)):(e.attachEvent("onload",n),a.attachEvent("onreadystatechange",function(){"complete"===a.readyState&&t.readyCallback()})),(r=t.source||{}).concatemoji?d(r.concatemoji):r.wpemoji&&r.twemoji&&(d(r.twemoji),d(r.wpemoji)))}(window,document,window._wpemojiSettings);</script><noscript><link href=http://www.modernretail.co/wp-content/plugins/ad-layers/css/ad-layers-dfp.css?ver=0.0.3 rel=stylesheet></noscript><noscript><link href=http://www.modernretail.co/wp-content/plugins/ad-layers/css/ad-layers.css?ver=0.0.3 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-includes/css/dist/block-library/style.min.css?ver=5.5 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-content/themes/mdrnretail/static/css/swiper.min.css?ver=0.0.1 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-content/themes/mdrnretail/static/css/owl.theme.default.min.css?ver=5.5 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-content/themes/mdrnretail/static/css/owl.carousel.min.css?ver=5.5 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-content/themes/mdrnretail/static/css/jquery.fancybox.min.css?ver=5.5 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-content/themes/mdrnretail/static/css/slick.css?ver=1.0 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-content/themes/mdrnretail/static/css/slick-theme.css?ver=1.0 rel=stylesheet></noscript><noscript><link href=https://www.modernretail.co/wp-content/plugins/jetpack/css/jetpack.css?ver=8.9 rel=stylesheet></noscript><script id=jquery-js src=https://www.modernretail.co/wp-includes/js/jquery/jquery.js?ver=1.12.4-wp></script><script id=ad-layers-dfp-js-extra>/* <![CDATA[ */
var adLayersDFP = {"layerDebugLabel":"Current ad layer","consoleDebugLabel":"Switch to Google console","adUnitPrefix":"div-gpt-ad-"};
/* ]]> */</script><script id=ad-layers-js-extra>/* <![CDATA[ */
var adLayersAdServer = {"jsAPIClass":"AdLayersDFPAPI"};
/* ]]> */</script><script id=paywall-js-extra>/* <![CDATA[ */
var tag_vars = {"post_tags":"e-commerce,retailers,article"};
/* ]]> */</script><script defer id=tinypass-js src=https://experience.tinypass.com/xbuilder/experience/load?aid=vmDjd1Lkoa&ver=5.5></script><link href=https://www.modernretail.co/wp-json/ rel=https://api.w.org/><link href=https://www.modernretail.co/wp-json/wp/v2/posts/9599 rel=alternate type=application/json><link href=https://www.modernretail.co/xmlrpc.php?rsd rel=EditURI title=RSD type=application/rsd+xml><link href=https://www.modernretail.co/wp-includes/wlwmanifest.xml rel=wlwmanifest type=application/wlwmanifest+xml><meta content="WordPress 5.5"name=generator><link href=https://www.modernretail.co/?p=9599 rel=shortlink><link href=https://www.modernretail.co/wp-json/oembed/1.0/embed?url=https%3A%2F%2Fwww.modernretail.co%2Fretailers%2Fikea-is-launching-an-e-commerce-app%2F rel=alternate type=application/json+oembed><link href=https://www.modernretail.co/wp-json/oembed/1.0/embed?url=https%3A%2F%2Fwww.modernretail.co%2Fretailers%2Fikea-is-launching-an-e-commerce-app%2F&format=xml rel=alternate type=text/xml+oembed><meta content="Anna Hensel"name=author><meta content=E-Commerce name=collection><meta content=Retailers name=category><script>var dfpAdUnits = {};
				var googletag = googletag || {};
				googletag.cmd = googletag.cmd || [];
				(function() {
				var gads = document.createElement('script');
				gads.async = true;
				gads.type = 'text/javascript';
				var useSSL = 'https:' == document.location.protocol;
				gads.src = (useSSL ? 'https:' : 'http:') +
				'//www.googletagservices.com/tag/js/gpt.js';
				var node = document.getElementsByTagName('script')[0];
				node.parentNode.insertBefore(gads, node);
				})();</script><script>var dfpBuiltMappings = {}, dfpAdUnits = {};
			googletag.cmd.push(function() {
				dfpBuiltMappings["web_leaderboard"] = googletag.sizeMapping().addSize([1,1],[[320,50]]).addSize([1025,1],[[970,90],[970,250]]).addSize([767,1024],[[728,90]]).build();
dfpBuiltMappings["web_rightrail"] = googletag.sizeMapping().addSize([1,1],[[300,250]]).addSize([1025,1],[[300,600]]).build();
dfpBuiltMappings["web_incontent_pos1"] = googletag.sizeMapping().addSize([1,1],[[300,250]]).addSize([1025,1],[[640,480]]).build();
dfpBuiltMappings["web_incontent_pos2"] = googletag.sizeMapping().addSize([1,1],[[300,250]]).addSize([1025,1],[[640,480]]).build();
dfpAdUnits["web_leaderboard"] = googletag.defineSlot("\/77046769\/modernretail.co\/web_leaderboard",[970,90],"div-gpt-ad-web_leaderboard").defineSizeMapping(dfpBuiltMappings["web_leaderboard"]).setTargeting("categories",["retailers"]).setTargeting("collections",["e-commerce"]).setTargeting("author","Anna Hensel").addService(googletag.pubads());
dfpAdUnits["web_incontent_pos1"] = googletag.defineSlot("\/77046769\/modernretail.co\/web_incontent_pos1",[640,480],"div-gpt-ad-web_incontent_pos1").defineSizeMapping(dfpBuiltMappings["web_incontent_pos1"]).setTargeting("categories",["retailers"]).setTargeting("collections",["e-commerce"]).setTargeting("author","Anna Hensel").addService(googletag.pubads());
dfpAdUnits["web_incontent_pos2"] = googletag.defineSlot("\/77046769\/modernretail.co\/web_incontent_pos2",[640,480],"div-gpt-ad-web_incontent_pos2").defineSizeMapping(dfpBuiltMappings["web_incontent_pos2"]).setTargeting("author","Anna Hensel").setTargeting("categories",["retailers"]).setTargeting("collections",["e-commerce"]).addService(googletag.pubads());
dfpAdUnits["web_rightrail"] = googletag.defineSlot("\/77046769\/modernretail.co\/web_rightrail",[300,600],"div-gpt-ad-web_rightrail").defineSizeMapping(dfpBuiltMappings["web_rightrail"]).setTargeting("categories",["retailers"]).setTargeting("collections",["e-commerce"]).setTargeting("author","Anna Hensel").addService(googletag.pubads());
googletag.pubads().setTargeting("tags",["retailers"]);
googletag.pubads().enableAsyncRendering();
googletag.pubads().enableLazyLoad({renderMarginPercent: 0, fetchMarginPercent: 0});
googletag.pubads().enableSingleRequest();

				if ( typeof AdLayersAPI === 'undefined' || ! AdLayersAPI.isDebug() ) {
					googletag.enableServices();
				}
			});
						var dfpSizeMapping = {"web_leaderboard":[[[1,1],[[320,50]]],[[1025,1],[[970,90],[970,250]]],[[767,1024],[[728,90]]]],"web_rightrail":[[[1,1],[[300,250]]],[[1025,1],[[300,600]]]],"web_incontent_pos1":[[[1,1],[[300,250]]],[[1025,1],[[640,480]]]],"web_incontent_pos2":[[[1,1],[[300,250]]],[[1025,1],[[640,480]]]]};
			var dfpAdLayer = {"post_id":556,"title":"Posts"};
			var dfpAdDetails = {"web_leaderboard":{"path":"\/77046769\/modernretail.co\/web_leaderboard","sizes":[970,90],"targeting":{"categories":["retailers"],"collections":["e-commerce"],"author":"Anna Hensel"}},"web_incontent_pos1":{"path":"\/77046769\/modernretail.co\/web_incontent_pos1","sizes":[640,480],"targeting":{"categories":["retailers"],"collections":["e-commerce"],"author":"Anna Hensel"}},"web_incontent_pos2":{"path":"\/77046769\/modernretail.co\/web_incontent_pos2","sizes":[640,480],"targeting":{"author":"Anna Hensel","categories":["retailers"],"collections":["e-commerce"]}},"web_rightrail":{"path":"\/77046769\/modernretail.co\/web_rightrail","sizes":[300,600],"targeting":{"categories":["retailers"],"collections":["e-commerce"],"author":"Anna Hensel"}}};</script><link href=https://www.modernretail.co/retailers/ikea-is-launching-an-e-commerce-app/amp/ rel=amphtml><link href=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/05/cropped-modern-retail-favicon.png?fit=32%2C32&ssl=1 rel=icon sizes=32x32><link href=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/05/cropped-modern-retail-favicon.png?fit=192%2C192&ssl=1 rel=icon sizes=192x192><link href=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/05/cropped-modern-retail-favicon.png?fit=180%2C180&ssl=1 rel=apple-touch-icon><meta content=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/05/cropped-modern-retail-favicon.png?fit=270%2C270&ssl=1 name=msapplication-TileImage><body class="post-template-default single single-post postid-9599 single-format-standard"><noscript><iframe height=0 src=https://www.googletagmanager.com/ns.html?id=GTM-PKX4DZM style=display:none;visibility:hidden width=0></iframe></noscript><nav class=site_navigation><div class=nav_top><div class=menu><div class=hamburger><a href=#main_menu id=menu_toggle> <noscript><img alt=Hamburger height=9 src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/hamburger.svg width=24></noscript> <img alt=Hamburger class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/hamburger.svg height=9 src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%2024%209%22%3E%3C/svg%3E width=24> </a></div></div><div class=logo><a title="Modern Retail home"href=/> <picture><noscript><img alt="Modern Retail Logo"height=29 srcset=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/modern-retail_logo.svg width=220></noscript><img alt="Modern Retail Logo"class=lazyload data-srcset=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/modern-retail_logo.svg height=29 width=220></picture> </a></div><div class=plus><div id=logged-out><a title="Subscribe to Modern Retail+"class=green href=/subscribe> Subscribe </a><a title="Login to Modern Retail+"class=tp-login-button href=#> Login </a></div><div id=logged-in><div class=logged-in_wrapper><a class=dropdown-toggle href=#> </a><ul class=nav-dropdown-menu><li class=who><li><a title="Member Homepage"href=/plus> Modern Retail+ Homepage </a><li><a title="My Account"href=/my-account> My Account </a><li><a class=tp-logout-button href=# title=LogOut> Log out </a></ul></div></div></div></div><div class=nav_bottom><div class=menu-main-menu-container><ul class=menu id=menu-main-menu><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-item-3509"id=menu-item-3509><a href=https://www.modernretail.co/category/startups/> Startups </a><li class="menu-item menu-item-type-taxonomy menu-item-object-category current-post-ancestor current-menu-parent current-post-parent menu-item-3510"id=menu-item-3510><a href=https://www.modernretail.co/category/retailers/> Retailers </a><li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-11336"id=menu-item-11336><a href=https://www.modernretail.co/tag/video/> VIDEO </a><li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-8197"id=menu-item-8197><a href=https://www.modernretail.co/podcasts/> Podcasts </a><li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3512"id=menu-item-3512><a href=/events> Events </a><li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3513"id=menu-item-3513><a href=/plus> Modern Retail+ </a></ul></div></div></nav><div id=main_menu><div class=inner_wrapper><div class=menu_top><noscript><img alt="Modern Retail"src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/modern-retail_icon-white.svg></noscript><img alt="Modern Retail"class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/modern-retail_icon-white.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E><a class=close href=#/> <noscript><img alt="Modern Retail"src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/icon_close.svg></noscript> <img alt="Modern Retail"class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/icon_close.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a></div><div class=main_menu_items><div class=column><h3>Sections</h3><ul><li><a href=/startups> Startups </a><li><a href=/retailers> Retailers </a><li><a href=/platforms> Platforms </a><li><a href=/events> Events </a></ul></div><div class=column><h3>Collections</h3><ul><li><a href=/collection/dtc-era/> DTC Era </a><li><a href=/collection/global-retail/> Global Retail </a><li><a href=/collection/retail-revolution/> Retail Revolution </a><li><a href=/collection/store-of-the-future/> Store of the Future </a><li><a href=/collection/the-amazon-effect/> The Amazon Effect </a></ul></div><div class=column><h3>Digiday Media</h3><ul><li><a href=https://www.digiday.com> Digiday </a><li><a href=https://www.glossy.co> Glossy </a><li><a href=https://www.thecustomagency.com> Custom </a></ul></div><div class="column menu-social"><h3>Stay in Touch</h3><ul><li><noscript><img alt=Newsletters src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_newsletters.svg></noscript> <img alt=Newsletters class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_newsletters.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> <a href=https://www.modernretail.co/newsletters/> Newsletters </a><li><noscript><img alt=Twitter src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_twitter.svg></noscript> <img alt=Twitter class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_twitter.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> <a href=https://twitter.com/modernretail> Twitter </a><li><noscript><img alt=Facebook src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_facebook.svg></noscript> <img alt=Facebook class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_facebook.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> <a href=https://www.facebook.com/Modern-Retail-501387890395752> Facebook </a><li><noscript><img alt=LinkedIn src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_linkedin.svg></noscript> <img alt=LinkedIn class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_linkedin.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> <a href=https://www.linkedin.com/company/modern-retail/about/> LinkedIn </a></ul></div></div><div class=menu_search><div class=search_wrapper><noscript><img alt=Search src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/icon_search-white.svg></noscript><img alt=Search class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/icon_search-white.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E><form _lpchecked=1 action=/#><input class=form-control name=s placeholder=Search size=50></form></div></div><div class=brand><div class=img_wrapper><noscript><img alt="Modern Retail"src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/modern-retail_wordmark-white.svg></noscript><img alt="Modern Retail"class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/modern-retail_wordmark-white.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E></div></div></div></div><div class="ad leaderboard"><div class="dfp-ad dfp-web_leaderboard"data-ad-unit=web_leaderboard id=div-gpt-ad-web_leaderboard><script>if ( "undefined" !== typeof googletag ) {
							googletag.cmd.push( function() { googletag.display("div-gpt-ad-web_leaderboard"); } );
						}</script></div></div><section class=wrapper><article><header><div class="eyebrow_bold green"><a href=https://www.modernretail.co/collection/e-commerce/> E-Commerce </a><span class=grey>   /   March 12, 2020 </span></div><h1>Inside Ikea’s e-commerce strategy</h1><div class=author>By <a href=/author/anna-hensel> Anna Hensel </a></div></header><div class=article_wrapper><div class=article_content><div class=featured_image><noscript><img sizes="(max-width: 1024px) 90vw, 750px"height=422 src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2020/03/2337623821_5950fe0a7f_k.jpg?resize=750%2C422&ssl=1 width=750></noscript><img data-sizes="(max-width: 1024px) 90vw, 750px"class=lazyload data-src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2020/03/2337623821_5950fe0a7f_k.jpg?resize=750%2C422&ssl=1 height=422 src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20750%20422%22%3E%3C/svg%3E width=750></div><div class=the_article><div class=content_wrapper><div class=article-social><script>window.social_share_post_data = {"post_url":"https:\/\/www.modernretail.co\/retailers\/ikea-is-launching-an-e-commerce-app\/","post_utm_url":"ikea-is-launching-an-e-commerce-app","post_title":"Inside Ikea&#8217;s e-commerce strategy","post_excerpt":"For years, IKEAs differentiator has been its store experience. The Swedish-founded furniture company relied on its maze-like layout, food court and low prices to get shoppers to stay in store longer and subsequently buy more. As the company rolled out digital features, many of them were aimed at supplementing the in-store experience, like an app designed to help shoppers navigate the stores.\u00a0","template_dir":"https:\/\/www.modernretail.co\/wp-content\/themes\/mdrnretail"};</script><div id=social-share></div></div><div id=piano-top></div><p>Ikea hopes you might be up for buying the famed Billy bookcase through an app.<p>For years, Ikea’s differentiator has been its store experience. The Swedish-founded furniture company relied on its maze-like layout, food court and low prices to get shoppers to stay in store longer and subsequently buy more.<div id=piano-cta><p>As the company rolled out digital features, many of them were aimed at supplementing the in-store experience, like an app designed to help shoppers navigate the stores.<div class="ad incontent"id=incontent_1><div class="dfp-ad dfp-web_incontent_pos1"data-ad-unit=web_incontent_pos1 id=div-gpt-ad-web_incontent_pos1><script>if ( "undefined" !== typeof googletag ) {
							googletag.cmd.push( function() { googletag.display("div-gpt-ad-web_incontent_pos1"); } );
						}</script></div></div><p>But now, as more furniture steps continue to move online, the company is taking steps to make it easier for customers to buy Ikea furniture online in more places. First up is a new Ikea app, which makes it possible for customers to shop, directly from the app as well as using augmented reality to see how an Ikea product would fit into a room, per a spokeswoman.<p>This week, Ikea also announced that its products would now be available for sale through Alibaba’s Tmall.<p>The app is currently live in select markets like China, France and the Netherlands. Before launching this app, customers could not shop buy products directly from Ikea’s store navigator app, nor from its AR app called Ikea Place, which it launched in 2017.<p>As of last fiscal year, just 11% of Ikea’s sales came from e-commerce. Though other furniture companies that focus solely on e-commerce like <a href=https://www.modernretail.co/startups/after-layoffs-wayfairs-path-to-profitability-remains-unclear/> Wayfair have struggled to become profitable, </a> Ikea risks losing market share if it doesn’t move quickly to match competitors on features that online shoppers have come to expect.<p>“They were a holdout [on e-commerce] until just three or four years ago,” said Andrew Lipsman, e-commerce analyst for eMarketer. “Because their brand was so strong, they could rely on that [store experience] for a very long time.”<div class="ad incontent"id=incontent_2><div class="dfp-ad dfp-web_incontent_pos2"data-ad-unit=web_incontent_pos2 id=div-gpt-ad-web_incontent_pos2><script>if ( "undefined" !== typeof googletag ) {
							googletag.cmd.push( function() { googletag.display("div-gpt-ad-web_incontent_pos2"); } );
						}</script></div></div><p>Many of the company’s recent moves in e-commerce have been spearheaded by Barbara Martin Coppola, who was named Ikea’s first-ever chief digital officer in 2018. Ikea Group CEO Jesper Brodin gave Martin Coppola a mandate to “ <a href=https://www.cnbc.com/2019/03/21/amazon-is-a-threat-but-ikeas-digital-chief-says-she-has-a-plan.html> change almost everything </a> ” CNBC reported last year.<p>So far, the focus has largely been on streamlining Ikea’s digital features, and giving customers more control in the online shopping process. Ikea hasn’t given many specifics on how the new app will work, but Martin Coppola <a href=https://www.cnbc.com/2019/03/21/amazon-is-a-threat-but-ikeas-digital-chief-says-she-has-a-plan.html> told CNBC last year </a> that the goal of the new app is to combine the store and online experience into one place, as well as to provide more personalized product recommendations based on what customers have previously bought and clicked on.<p>Ikea is designing the app in partnership with digital product agency Work & Co. Ikea is also <a href=https://www.wsj.com/articles/ikea-promises-new-data-controls-for-consumers-11580383800> working with Work & Co </a> to roll out new data control tools, that will ask customers upfront whether Ikea can use their browsing history and previous purchases to inform product recommendations.<p>Evan Mack, senior research specialist at Gartner, said that compared to big-box competitors like Target and Walmart, Ikea’s website is still lacking in the amount of product and filtering options it offers customers. For example, Ikea’s website does not allow customers to filter based on which products are available to buy online and pick-up in-store. Instead, customers have to check on an individual-item basis whether it is available for click-and-collect.<p>Not every e-commerce experiment of Ikea’s has stuck. In 2018, the company experimented with selling a line of smart lighting products in the U.S. through Amazon, but pulled those products from Amazon in the beginning of this year. A spokeswoman <a href=https://www.retaildive.com/news/ikea-ends-us-sales-on-amazon/569790/> did not say at the time </a> why IKEA decided not to continue selling Amazon, only that “the project was a trial and after it ended, it did not go live. We will continue to dialogue with different partners to test new ways to meet our customers now and in the future, whenever and wherever they want.”<p>An Ikea spokeswoman said that the company currently doesn’t have plans to sell through any other third parties beyond Tmall. But, the move could give Ikea some useful data should they decide to sell on other third-party marketplaces in the future.<p>“It will give them an understanding of how their product will sell when consumers are shopping based on product, and not coming in through the Ikea brand,” Lipsman said.<p> </div><div class=piano-bottom-fixed id=piano-ribbon></div></div></div></div><div class=sidebar><div class="ad sidebar_ad"><div class="dfp-ad dfp-web_rightrail"data-ad-unit=web_rightrail id=div-gpt-ad-web_rightrail><script>if ( "undefined" !== typeof googletag ) {
							googletag.cmd.push( function() { googletag.display("div-gpt-ad-web_rightrail"); } );
						}</script></div></div><div class=sidebar_module id=most-popular-posts><div class=sidebar_module_top>Most Read</div><div><ul><li><div class=number></div> <div class=article><div class="eyebrow_bold green"><a href=/collection/e-commerce title=E-Commerce> E-Commerce </a></div><h5><a title="‘This is going to ruin us’: FedEx and UPS hit companies with unexpected holiday shipping limits"href=https://www.modernretail.co/retailers/this-is-going-to-ruin-us-fedex-and-ups-hit-companies-with-unexpected-holiday-shipping-limits/> ‘This is going to ruin us’: FedEx and UPS hit companies with unexpected holiday shipping limits </a></h5></div><li><div class=number></div> <div class=article><div class="eyebrow_bold green"><a title="The Amazon Effect"href=/collection/the-amazon-effect> The Amazon Effect </a></div><h5><a title="Why retailers like Amazon and Target are embracing no-rush delivery"href=https://www.modernretail.co/retailers/why-retailers-like-amazon-and-target-are-embracing-no-rush-delivery/> Why retailers like Amazon and Target are embracing no-rush delivery </a></h5></div><li><div class=number></div> <div class=article><div class="eyebrow_bold green"><a title="Retail Revolution"href=/collection/retail-revolution> Retail Revolution </a></div><h5><a title="How Ikea’s decision to shut down its catalog bucks current retailer trends"href=https://www.modernretail.co/retailers/how-ikeas-new-catalog-strategy-bucks-current-retailer-trends/> How Ikea’s decision to shut down its catalog bucks current retailer trends </a></h5></div><li><div class=number></div> <div class=article><div class="eyebrow_bold green"><a title="The Amazon Effect"href=/collection/the-amazon-effect> The Amazon Effect </a></div><h5><a title="‘It wasn’t really a perk’: How Amazon Launchpad has been left to languish"href=https://www.modernretail.co/platforms/it-wasnt-really-a-perk-how-amazon-launchpad-has-been-left-to-languish/> ‘It wasn’t really a perk’: How Amazon Launchpad has been left to languish </a></h5></div></ul></div></div></div></div></article></section><section class=wrapper id=related_stories><div class=related_title><h2>Related Stories</h2></div><div class=related_stories><div class=column><div class=block-text><div class="eyebrow_bold green"><a href=https://www.modernretail.co/collection/e-commerce/> E-Commerce </a></div><h4><a title="'This is going to ruin us': FedEx and UPS hit companies with unexpected holiday shipping limits"href=https://www.modernretail.co/retailers/this-is-going-to-ruin-us-fedex-and-ups-hit-companies-with-unexpected-holiday-shipping-limits/> 'This is going to ruin us': FedEx and UPS hit companies with unexpected holiday shipping limits </a></h4><p>Carriers like FedEx and UPS have been warning for months to expect holiday shipping delays. But now, they are taking more drastic steps by imposing some limits on the number of packages it will pick up per day from companies. The package pickup limits are being imposed on major retailers like Nike and Macy's, down to startups like aperitif brand Haus. Retail executives told Modern Retail that while they expected some delays, they felt like carriers haven't given them enough notice, and are leaving them out to dry during their busiest time of year.</div></div><div class=column><div class=block-text><div class="eyebrow_bold green"><a href=https://www.modernretail.co/collection/e-commerce/> E-Commerce </a></div><h4><a title="Thanksgiving gave online alcohol delivery a big boost"href=https://www.modernretail.co/platforms/thanksgiving-gave-online-alcohol-delivery-a-big-boost/> Thanksgiving gave online alcohol delivery a big boost </a></h4><p>Alcohol delivery platforms continue to acquire customers, especially as millions of Americans face a second wave of pandemic lockdowns. This Thanksgiving was no different. Aside from its standard sales boost, this year Drizly's white glove service saw record consumer interest.</div></div><div class=column><div class=block-text><div class="eyebrow_bold green"><a href=https://www.modernretail.co/collection/e-commerce/> E-Commerce </a></div><h4><a title="With office holiday parties on hold, digital corporate gifting is taking off"href=https://www.modernretail.co/platforms/with-office-holiday-parties-on-hold-digital-corporate-gifting-is-taking-off/> With office holiday parties on hold, digital corporate gifting is taking off </a></h4><p>The often dreaded office holiday party is on hold this year, and many employers are looking for alternatives to celebrate remotely and reward workers. Virtual gifting, like e-commerce, is on the rise to meet this demand. Startup Loop & Tie and 1800-Flowers.com's new SmartGift portal, aimed at business customers, are trying to capitalize on the growing phenomenon.</div></div></div></section><section class=wrapper id=events_module><div class=mod_header><div class=event_name>Future Leader Awards</div><div class=event_date>Dec 18, 2020 <div class=mod_content><div class=event_info><p>Recognizing the next generation of leaders across media and marketing, fashion, beauty and retail.</p><a href=https://www.modernretail.co/awards/future-leader-awards/> Remind Me </a></div></div></div></div><picture><source media="(min-width: 301px) and (max-width: 500px)"data-srcset=https://i1.wp.com/www.modernretail.co/wp-content/uploads/2019/08/fla-2.jpg?resize=360%2C200&ssl=1><source media="(min-width: 501px)"data-srcset=https://i1.wp.com/www.modernretail.co/wp-content/uploads/2019/08/fla-2.jpg?resize=400%2C280&ssl=1><noscript><img alt srcset=https://i1.wp.com/www.modernretail.co/wp-content/uploads/2019/08/fla-2.jpg?resize=400%2C280&ssl=1></noscript><img alt class=lazyload data-srcset=https://i1.wp.com/www.modernretail.co/wp-content/uploads/2019/08/fla-2.jpg?resize=400%2C280&ssl=1></picture></section><div class=all_grey><section class=wrapper id=featured_collections><header>Featured Collections</header><ul class=full><li><div class=collection_wrapper><a title="Collection: DTC Era"href=/collection/dtc-era> <div class=label>DTC Era</div> <noscript><img alt="DTC Era"src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/DTC_wallet.jpg?resize=263%2C351&ssl=1></noscript> <img alt="DTC Era"class=lazyload data-src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/DTC_wallet.jpg?resize=263%2C351&ssl=1 src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a></div><li><div class=collection_wrapper><a title="Collection: Retail Revolution"href=/collection/retail-revolution> <div class=label>Retail Revolution</div> <noscript><img alt="Retail Revolution"src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/octopus_amazon.jpg?resize=263%2C351&ssl=1></noscript> <img alt="Retail Revolution"class=lazyload data-src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/octopus_amazon.jpg?resize=263%2C351&ssl=1 src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a></div><li><div class=collection_wrapper><a title="Collection: Store of the Future"href=/collection/store-of-the-future> <div class=label>Store of the Future</div> <noscript><img alt="Store of the Future"src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/target-store.jpg?resize=263%2C351&ssl=1></noscript> <img alt="Store of the Future"class=lazyload data-src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/target-store.jpg?resize=263%2C351&ssl=1 src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a></div><li><div class=collection_wrapper><a title="Collection: The Amazon Effect"href=/collection/the-amazon-effect> <div class=label>The Amazon Effect</div> <noscript><img alt="The Amazon Effect"src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/amazon_banner_1042x585_2.jpg?resize=263%2C351&ssl=1></noscript> <img alt="The Amazon Effect"class=lazyload data-src=https://i0.wp.com/www.modernretail.co/wp-content/uploads/2019/06/amazon_banner_1042x585_2.jpg?resize=263%2C351&ssl=1 src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a></div></ul></section></div><section class=wrapper><footer><div class=social><a title="Modern Retail on Twitter"href=https://www.twitter.com/modernretail target=_blank> <noscript><img alt="Twitter Icon"src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_twitter.svg></noscript> <img alt="Twitter Icon"class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_twitter.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a><a title="Modern Retail on Facebook"href=https://www.facebook.com/Modern-Retail-501387890395752 target=_blank> <noscript><img alt="Facebook Icon"src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_facebook.svg></noscript> <img alt="Facebook Icon"class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_facebook.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a><a title="Modern Retail on LinkedIn"href=https://www.linkedin.com/company/33131295/admin/ target=_blank> <noscript><img alt="Linkedin Icon"src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_linkedin.svg></noscript> <img alt="Linkedin Icon"class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/social/icon_linkedin.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a></div><div class=links><a href=/newsletters title=Newsletter> Newsletter </a><a href=/about title=About> About </a><a title="Advertise with us"href=/advertise-with-us> Advertise </a><a title="Privacy Policy"href=/privacy-policy> Privacy Policy </a><a title="Terms & Conditions"href=/terms-conditions> Terms & Conditions </a></div><div class=logo><a title="Digiday Media"href=https://www.digidaymedia.com target=_blank> <noscript><img alt="Modern Retail"src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/digiday-media_logo.svg></noscript> <img alt="Modern Retail"class=lazyload data-src=https://www.modernretail.co/wp-content/themes/mdrnretail/static/images/digiday-media_logo.svg src=data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20210%20140%22%3E%3C/svg%3E> </a></div></footer></section><noscript><style>.lazyload{display:none;}</style></noscript><script data-noptimize=1>window.lazySizesConfig=window.lazySizesConfig||{};window.lazySizesConfig.loadMode=1;</script><script async data-noptimize=1 src=https://www.modernretail.co/wp-content/plugins/autoptimize/classes/external/js/lazysizes.min.js?ao_version=2.7.7></script><script id=social-js-extra>/* <![CDATA[ */
var wpData = {"posts_per_page":"15","page_type":{"single":false,"data":""}};
/* ]]> */</script><script async defer src=https://stats.wp.com/e-202050.js></script><script>_stq = window._stq || [];
	_stq.push([ 'view', {v:'ext',j:'1:8.9',blog:'181492882',post:'9599',tz:'-5',srv:'www.modernretail.co'} ]);
	_stq.push([ 'clickTrackerInit', '181492882', '9599' ]);</script><script defer src=https://www.modernretail.co/wp-content/cache/autoptimize/js/autoptimize_d4a21e4ab83e621c3250548c6a19be29.js></script>