This isn’t solely about joining the modern era — it ultimately reflects a shift in IKEA’s strategy. While it’s known for giant stores on the outskirts of towns, it’s testing smaller urban locations that only carry a fraction of the lineup.

Combined with the app, shoppers could see some products in person while still having access to the fuller catalog. It could tweak its traditional stores to focus more on carrying online stock than serving in-person customers. This might be vital, too — internet-focused competitors like Made.com are encroaching on IKEA’s home turf, and they aren’t worried about creating massive retail presences.