Ikea's ecommerce challenge

BRAND HEALTH CHECK: Ikea may still sell the bulk of its flat-pack furniture through its stores, but changing times calls for it to be serious in ecommerce.

Ikea has been among the few constants in the fast-changing retail world that has yet to meet its match in an online competitor. The largest furniture retailer is steadfastly old-fashioned in certain ways, proudly Scandinavian and yet relevant in popular culture with a bestselling list that inspired Ikea hacks on a certain HBO set and even a $2,145 Balenciaga blue tote bag.

The Swedish brand made 95% of its sales at the checkout counters across...

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