Having reshaped the British grocery landscape, discount supermarket Lidl has announced its first fashion line. As competition for ‘top UK supermarket’ steps up, is selling jeans next to the milk aisle now non-negotiable? And what does it say about our changing shopping habits?

How are brick-and-mortar stores being reimagined? How will voice searches impact what people choose to buy? And what is brand bypass? In this part of the 2018 Expert Outlook series, we speak to three shopping experts about what’s changing in the way people shop.

‘Serial returners’ – people who intentionally over-order clothes online only to return unwanted items are regularly blamed for reduced profits. Handling returns is expensive, but Amazon's ‘Prime Wardrobe’ solves this problem by letting customers try on clothes before they even buy them.

Over the past couple of years, retail giant Amazon has been ramping up its fashion division. Although relatively new to the fashion scene, the retailer is expected to become the biggest clothing seller in the US – in part, driven high numbers of low involvement purchases like underwear.