Independent stores in Wells, Somerset, are fighting back against competition from online traders by clubbing together and launching a joint ecommerce website.
Any independent retailer or franchise owner in the city can join www.myhigh.st. It takes 14% commission on each online sale, which includes credit card transaction costs, deliveries, a customer loyalty programme and click-and-collect service. Stores also enjoy joint marketing on the website and benefit from each others' online traffic.

The website, which was co-founded by Wells toyshop owner Loaye Agabani and also extends to nearby Castle Cary, went live around a week ago. Some 50 independents have already signed up, and interest in the scheme from other high streets is reported to be growing rapidly.

At Whiting and Son, an ironmonger's store in Wells High Street, spokesperson Tony Machin told diyweek.net: "We're not part of it yet but we do plan to join. The concept's interesting but unproven. If it's a success, it definitely could benefit us."

The shop already trades online through its own website and via Amazon and eBay, but Mr Machin said that if it did not join up with www.myhigh.st he thought "we'd lose business to the competition - it's better to be part of it than not.

"I think the concept of having independents joining together is definitely good," he went on, "because you can harness that strength to go against the bigger chains."