For many around the world the festive season is upon us once again – a time of celebration, family gatherings and neighbourly sharing. These days, it is also underpinned by a flurry of purchases to achieve the idyllic picture of copious presents sitting under the Christmas tree. And as our TVs and social media feeds fill up with retail adverts encouraging us to part with our hard-earned cash, it will be no surprise to hear that online sales have increased by almost a trillion dollars worldwide between 2020 and 2021.

Whilst the COVID pandemic accelerated this trend, using the internet to buy goods has already become second nature to many of us. The rise of the online marketplace is something that employers are keenly involved in, and make most of their goods and services accessible from in order to apply to the largest group of consumers.

And yet, if companies were to take a step back, they would see that there are 10 million people lacking basic digital skills in the UK alone. This is a vast pool of potential clients who are unable to access those online services and interact with the world of e-commerce, which is a large potential profit being lost, especially during the holidays when commercialism is booming.

Signposting and providing alternative options and channels for customers to communicate with your organization will help to open your virtual business doors to those who were previously being excluded as they didn’t know how, do not have, or cannot use the digital technology of today. Upskilling those staff who are customer-facing will also help widen communication abilities – but this brings into question the digital competency of your staff, too.

If we look more closely, there is a large potential pool of talent that is being iced out due to a lack of digital proficiency. The recent FutureDotNow report, which examined how many people could complete Lloyds’ Essential Digital Skills for Work tasks, found that only 32% of the UK workforce were able to complete all 17. And yet, a report published by Oxford Economics has discovered that by 2030, 75% of jobs will require advanced digital skills.

What we are seeing is that workers and consumers alike are yet to fully develop their digital abilities, and so if a company is not finding alternative ways to access these groups of people, then they are at risk of missing out on a large opportunity to increase their market scope as well as their hiring potential.

Employers should also consider offering training to new staff in their digital comprehension, as this will ensure that everyone has the desired skills they need to be able to successfully achieve at their place of employment. This also means that all the experience that has been gained from those older workers who are less tech-savvy will not go to waste, helping to further enrich and diversify your talent.

Copyright OrgShakers: The global HR consultancy for workplace transformation founded by David Fairhurst in 2020