Starbucks closes online shop to boost in store and mobile app experiences

By Pouyan Broukhim

Whilst other firms are putting emphasis on their ecommerce presence with increasingly more customers looking to shop online, Starbucks has gone against the trend by closing down its online store.

The site that previously stocked the company’s branded coffee, mugs, tumblers and alike has now closed.

“You can purchase your favourite coffee and Starbucks merchandise in your local Starbucks. We cannot guarantee availability of any product in stores, but we know you will find many choices to enjoy,” the company said.

“Products are also still available on the app, in grocery stores and through company partners such as Amazon.”

See also:

The decision was taken with the aim of improving its in store experience, in addition to attracting more customers in store, as well as facilitating the growth of its mobile app that currently contributes to 30% of all its transactions in the US.

“We’re continuing to invest in amplifying Starbucks as a must-visit destination and are looking across our portfolio to make disciplined, thoughtful decisions,” said company spokesperson Maggie Jantzen.

“Integration of these digital and mobile customer connections into our store experience is among the highest priorities for us.”

The company held a 50% off clearance sale in the lead up to the close of its website, and has also announced that it will be discontinuing the sale of its syrups and sauces.

Share
Share

Featured Articles

Amelia DeLuca, CSO at Delta Air Lines on Female Leadership

Driving decarbonisation at Delta Air Lines, Chief Sustainability Officer Amelia DeLuca discusses the rise of the CSO and value of more women in leadership

Liz Elting – Driving Equality & Building Billion-$ Business

Founder and CEO Liz Elting Turned Her Passion into Purpose and Created a Billion-Dollar Business While Fighting for Workplace Equality – and Winning

JPMorgan Chase: Committed to supporting the next generation

JPMorgan has unveiled a host of new and expanded philanthropic activities totalling US$3.5 million to support the development of apprenticeship programmes

How efficient digital ecosystems became business critical

Technology & AI

Mastercard: Supporting clients at a time of rapid evolution

Digital Strategy

Why Ceridian has boldly rebranded to Dayforce

Human Capital