Store owners once viewed e-commerce as a mounting threat to their survival. Now, more bricks-and-mortar stores are thriving after integrating their properties with the online shopping experience.

Shoppers browse in person to see, touch or try on items before ordering them online. They are picking up or returning purchases in stores. And retailers are increasingly relying on their shops as fulfillment hubs, shipping items ordered online from store stockrooms in addition to warehouses.

Overall, nearly 42% of e-commerce orders last year involved stores, up from about 27% in 2015, according to research firm GlobalData.

Nike CEO “we must lean in with our wholesale partners to elevate our brand and grow the total marketplace,” Donahoe detailed, saying what the market has noted for some time.

Texas Star Grill Shop Partners with Locally to Showcase Inventory on Big Green Egg Website

“We’ve done a lot of research, and what we saw was that pivoting to DTC does not result in better margins,” said BMO’s Simeon Siegel in March. “DTC is just a channel and the product is always going to be more important than where you sell it.”

Smart-tech companies kill two birds with one stone – order fulfilment and marketing.

In this article from Forbes, the author discusses how online-to-offline (o2o) shopping is going to change the perception consumers have about ecommerce.

Locally client, Oofos, sees 82% year-over-year sales growth and swells to 79% of recovery footwear market share.

In 2022, Tractor Supply Co.'s conversion for buy online, pickup in store and curbside orders was 60% greater than home delivery.

What is unified commerce?