Independent shopkeepers are fighting back against online giants such as Amazon in the run-up to Christmas by uploading their inventories online.Anyone searching for a product on Google, Facebook, Instagram and Uber can then see the closest location, with updates every 15 minutes.Jane Taylor, of Morris Mica DIY store in Redditch, Worcs, has seen her products appear in six million local customer searches since using the system.She said: "We're getting people come and say, 'I've seen this on the internet, and show us a picture of a Google search." Nick Brackenbury of NearSt - one of the firms which can link stores to the tech told the High Street Matters podcast: "We're helping retailers show exactly what is in stock right now so customers can solve their needs at a shop that's just down the road." Shopper Lucas Britton posted: "I really like this idea. I often resort to Amazon for speed, knowing there are many reasons I shouldn't be putting more money in its pocket."

High Street hits back at web giants

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