Retailers across the UK are facing a familiar challenge: how to expand their online product range without taking on additional inventory risk. Consumer expectations for choice and availability continue to grow, while budgets and warehouse space remain under pressure.
At the same time, the competitive landscape is shifting. Marketplaces and multi-brand platforms continue to raise the bar for range and convenience. For retailers, the question is not simply how to keep up — but how to do so profitably and sustainably.
The new economics of range
Traditional range expansion has always been tied to physical stock. To sell more, retailers had to buy more, store more, and manage more. That model worked when demand was predictable and capital was cheap. But today, it’s far less viable.
Rising storage costs, fluctuating consumer demand, and supply chain uncertainty make overstocking a real risk. Holding too much inventory ties up cash that could be better invested in digital growth, marketing or customer experience. Holding too little means missed sales and lost customer trust.
It’s a balancing act many retailers are struggling to maintain — and one that’s becoming increasingly difficult as customers expect near-infinite choice online.
A new model: blending stocked-in and dropship
Rather than treating stocked-in and dropship as separate strategies, leading retailers are now integrating them — creating a connected product ecosystem that combines the reliability of 1P with the flexibility of 2P.
This approach allows retailers to extend their range, test new categories and respond to consumer trends without taking on the cost or risk of buying more stock. Products can be fulfilled directly from trusted suppliers, while retailers maintain control over the customer experience and brand standards.
The benefits are immediate:
By connecting stocked-in and dropship supply, retailers can scale their offer dynamically and protect profitability at the same time.
How Virtualstock enables range extension
Virtualstock enables this interplay between 1P and 2P. As Europe’s largest range-extension platform, it connects retailers with a verified network of suppliers and provides the infrastructure to manage product data, orders and fulfilment in one place.
Retailers gain the ability to scale their online offer without expanding their physical footprint — building a more responsive, capital-efficient business that can deliver greater variety while safeguarding margins.
For suppliers, it means access to new sales channels without the complexity of multiple integrations. For retailers, it means the flexibility to grow smarter.
A proven approach: the Bensons for Beds story
When Bensons for Beds wanted to enhance their online offer, they faced the same challenge confronting many established retailers: how to expand range without significant upfront investment. Warehousing alone can cost more than £35 per square foot each year, making physical expansion an expensive gamble.
By partnering with Virtualstock, Bensons for Beds was able to connect its stocked-in range with a wider network of dropship suppliers — expanding categories quickly and with minimal financial exposure.
This approach allowed Bensons for Beds to:
“This positions us to provide customers with more high-quality sleep solutions at competitive prices than ever before.”
Other leading retailers, including ASDA, Currys and Harvey Norman, have followed a similar path. Each has extended its range through Virtualstock’s connected model — achieving measurable gains in range, conversion and customer satisfaction, all without tying up capital or warehouse space.
Range without risk: a smarter path forward
The future of retail range management won’t be defined by how much stock a retailer owns, but by how flexibly it can meet demand. By connecting stocked-in and dropship ranges through the Virtualstock platform, retailers can offer more choice, protect their cash flow, and maintain control — all while staying agile in an unpredictable market.
Range growth no longer needs to come with inventory risk. For retailers looking to stay competitive in the years ahead, agility and visibility will matter far more than square footage.