Three Main Street America Staff members standing in front of a mural in Marion, Iowa.

Marion, Iowa © Tasha Sams

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We work in collaboration with thousands of local partners and grassroots leaders across the nation who share our commitment to advancing shared prosperity, creating resilient economies, and improving quality of life.

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Two community members in Emporia Kansas pose with a sign saying "I'm a Main Streeter"

Emporia, Kansas © Emporia Main Street

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Made up of small towns, mid-sized communities, and urban commercial districts, the thousands of organizations, individuals, volunteers, and local leaders that make up Main Street America™ represent the broad diversity that makes this country so unique.

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Dionne Baux and MSA partner working in Bronzeville, Chicago.

Chicago, Illinois © Main Street America

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Looking for strategies and tools to support you in your work? Delve into the Main Street Resource Center and explore a wide range of resources including our extensive Knowledge Hub, professional development opportunities, field service offerings, advocacy support, and more!

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Woman and girl at a festival booth in Kendall Whittier, Tulsa, Oklahoma.

Kendall Whittier — Tulsa, Oklahoma © Kendall Whittier Main Street

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Three Main Street America Staff members standing in front of a mural in Marion, Iowa.

Marion, Iowa © Tasha Sams

About

We work in collaboration with thousands of local partners and grassroots leaders across the nation who share our commitment to advancing shared prosperity, creating resilient economies, and improving quality of life.

Overview Who We Are How We Work Partner Collaborations Our Supporters Our Team Job Opportunities Contact Us
Two community members in Emporia Kansas pose with a sign saying "I'm a Main Streeter"

Emporia, Kansas © Emporia Main Street

Our Network

Made up of small towns, mid-sized communities, and urban commercial districts, the thousands of organizations, individuals, volunteers, and local leaders that make up Main Street America™ represent the broad diversity that makes this country so unique.

Overview Coordinating Programs Main Street Communities Collective Impact Awards & Recognition Community Evaluation Framework Join the Movement
Dionne Baux and MSA partner working in Bronzeville, Chicago.

Chicago, Illinois © Main Street America

Resources

Looking for strategies and tools to support you in your work? Delve into the Main Street Resource Center and explore a wide range of resources including our extensive Knowledge Hub, professional development opportunities, field service offerings, advocacy support, and more!

Overview Knowledge Hub Field Services Government Relations Main Street Now Conference Main Street America Institute Small Business Support Allied Member Services The Point Members Area
People riding e-scooters in Waterloo, Iowa

Waterloo, Iowa © Main Street Waterloo

The Latest

Your one-stop-shop for all the latest stories, news, events, and opportunities – including grants and funding programs – across Main Street.

Overview News & Stories Events & Opportunities Subscribe
Woman and girl at a festival booth in Kendall Whittier, Tulsa, Oklahoma.

Kendall Whittier — Tulsa, Oklahoma © Kendall Whittier Main Street

Get Involved

Join us in our work to advance shared prosperity, create strong economies, and improve quality of life in downtowns and neighborhood commercial districts.

Overview Join Us Renew Your Membership Donate Partner With Us Job Opportunities

The full version of this article is published on the Organisation for Economic Co-operation and Development (OECD) blog, Cogito. The OECD Cogito blog features insights on entrepreneurship, SMEs, tourism, and cities. Click here to read the full story.

The past two-and-a-half years have represented one of the most challenging times for Main Street businesses across the US. The global pandemic transformed the way we work and shop. While many businesses were able to weather the storm of the global pandemic shutdowns, running a small business along our Main Streets is now more complex – with managers grappling with new workforce issues, rising inflation, and greater competition from major online retailers.

Despites these pressures, I want to make the case that small businesses can use these changes to their advantage by adapting new technologies and harnessing the power of place.

The shifting consumer landscape

Prior to the pandemic, e-commerce shopping was at 10.7 percent of retail sales, which then exploded to 14 percent in 2020, and last year with the exuberance of being able to go out and shop in stores again, online sales fell back to 11.8 percent. Yet with new generations of shoppers that were born to shop online, there remains a need for Main Street businesses to have a more aggressive “bricks-n-clicks” strategy.

This transition can be a challenge for small business owners. A March 2020 survey of nearly 7,500 small business owners conducted by Main Street America revealed that 63 percent of retailers did not have an e-commerce component to their business. Of those that did, it represented only a small fraction of their sales.

In interviews with small business owners, MSA found the key barriers to greater adoption was confusion around what they needed. There are thousands of different software programs and sales platforms but nothing to guide toward a unique set of solutions. To support them, MSA developed the Main Street Online Tool, powered by GoDaddy, as a free diagnostic tool to assist businesses with understanding their unique needs for social media and digital commerce. Progress is being made, as a follow-up survey in March 2022 of nearly 1,600 small business owners showed a 10 percent increase in e-commerce usage.

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