Flirting with the idea of diversifying your business by taking your brick-and-mortar store online? It may be a smart move to make!
Purchase decisions for many of today’s consumers are increasingly being made through eCommerce, with mobile devices now representing the storefront of many retail shopping experiences. In fact, more than 2.77 billion shoppers are expected to purchase goods online in 2026.
Of course, Gen Z’s digital-first mindset is accelerating the shift to ecommerce shopping. Recent research shows that eCommerce sales in 2026 will account for approximately 21.1% of total retail sales, and by 2028, that figure is estimated to rise to 22.5%.
So if you’ve been thinking of making a move from brick and mortar retail to the digital realm, now is a good time to make it happen.
Brick-and-mortar stores sell goods or services from a physical location, whereas eCommerce stores operate online. For businesses, moving online opens up new opportunities to reach wider audiences and grow revenue. For customers, a combination of brick-and-mortar and eCommerce makes it easier to find and engage with their favorite brands across multiple touchpoints.
A brick-and-mortar business is a company that sells products or services from a physical location, such as a store, office, or showroom, where customers can visit in person to browse, buy, or get support.
Compared to eCommerce, brick-and-mortar shops have traditionally provided shoppers with benefits that online stores cannot fully replicate.
Ability to see, touch, and try on products
No need to wait for delivery (or pay shipping costs)
Can speak face-to-face with customer service
Returning items is easier
Gaining the in-store experience
An online retail business sells products or services through a website, app, or digital platform, allowing customers to browse, compare, and make purchases from anywhere without visiting a physical location.
As more retailers move from 'brick to click', customers increasingly value the speed, convenience, flexibility, and control that online stores can offer.
Ability to shop from anywhere at any time
Easy price matching/comparison shopping
No fighting traffic, crowds, or lines
Easy to research products and read reviews
No pushy salespeople
Since there are benefits to both business models, many brick and mortar stores consider expanding by going online, while some virtual stores may hope to eventually create physical stores. There’s even a third option that straddles the line between online and offline – ordering online but picking up curbside. It’s all about achieving the best of both worlds!
The brick and click model is a retail strategy that combines physical stores (“bricks”) with an online eCommerce presence (“clicks”) to create a unified omnichannel shopping experience. This approach can boost sales by giving customers flexible options, such as 'Buying Online, Picking up In Store' (BOPIS), or returning items locally, which helps increase convenience and brand loyalty.
This model also allows retailers to stay competitive against pure eCommerce players by using their physical locations to support faster fulfillment and more personalized customer service.
We’re talked about some of the benefits of online shopping for consumers, but what about business owners? Here are 7 reasons to consider taking your brick-and-mortar business to the internet.
Launching an online store is much easier on the wallet than opening a new brick-and-mortar location because there are very few overhead costs. If you already have a website, you can self-host and sell through integration or just choose an affordable hosted platform and get started right away, even if you have little to no experience. More on this in a bit.
Taking your business online tears down geographical boundaries. Suddenly, shoppers across the county, and perhaps even the world, have access to your brick-and-mortar store through the internet. Of course, to really put your brand and products out there, you’ll need to follow SEO best practices and potentially place ads to improve site searchability and boost traffic (and sales).
How would you like to make sales while you sleep? With an eCommerce store, people across the globe in any time zone can make purchases while you make Z’s. You don’t need to be present to make a sale, or hire staff to work longer hours. With the right eCommerce platform, your products are available for sales around the world, around the clock.
Creating a digital touchpoint with consumers makes it easier to engage with them and keep them coming back to both your brick and mortar store and your online store. You can integrate your store with social media, create a live chat, make product suggestions, and create automated email campaigns to keep the lines of communication open and keep your brand top-of-mind.
Virtual solutions allow you to capture customer metrics that are more difficult to collect in the real world. With the right platform or software, you can identify a customer’s unique shopping habits, spending patterns, brand preferences, average spend, number of returns, and so on. Armed with this data, you can personalize your messaging toward different segments of your customer base to provide a better customer experience. You can also gear specific promotions toward specific audiences.
More and more customers are taking their business online. By allowing your customers to make purchases from you online, you’re providing options and convenience, which in turn boosts satisfaction and loyalty. Just be sure to make the online shopping experience a good one, by offering good product descriptions and visuals, transparent pricing and shipping options, and a clear return policy.
Now that you’ve decided the time is right to enter the online marketplace, how do you get started? Here are 5 considerations for taking your brick-and-mortar business online.
Platform selection is critical when taking your brick-and-mortar store to the digital world. If you already have a website for your brick and mortar business, you may just want to find a web hosting service with an eCommerce plugin that connects with your POS system. Simply add that plugin to your existing site to get started.
Don’t have an existing website? Then you’ll want to find an eCommerce platform that will integrate with your POS system for a seamless transition from brick and mortar to online storefront. Your store inventory will sync with your online store, making it easy to manage both sale channels. After you create a profile on their website, they take care of everything so you don’t have to worry much about the creation or technical aspects of your e-store.
For more, check out our blog 10 Best eCommerce Platforms for Startups + Pricing Comparisons.
Who’s going to manage the content on your new online outlet? As a small business owner, this task may fall on you (at least at first). Or, you may have someone on staff who can take care of it or may choose to hire a third-party agency. No matter how it gets done, online content should be refreshed as often as possible to stay relevant and at the top of Google searches. This means creating new pages, adding new images and product descriptions, posting videos, moderating reviews, and perhaps even creating a blog where you can show authority in your product line to build trust and incite purchase.
Which products from your brick-and-mortar store will you sell online? There may be shipping restrictions on some items. Or, perhaps certain items are too fragile or oddly shaped to warrant the expense of packing and shipping. On the other hand, niche products that the average in-store customer probably wouldn’t be looking for but that someone may be searching for online are ideal to sell through your digital storefront.
Perhaps you engage in local advertising or direct mail/couponing campaigns to promote your brick-and-mortar business. Once you go online, you’ll need to do some marketing as well to get the word out about your new digital touchpoint. What’s the best marketing strategy for you? SEO optimization and pay-per-click ads? Email campaigns? A referral program? Shoppable social media posts? There are a whole plethora of online marketing strategies to consider. The platform you choose may even be able to help or automate some of these options.
Getting an online purchase to a customer isn’t as easy as handing it to them over the counter. Now, you’ll have to think about shipping and fulfillment. When you’re starting out, you might be able to manage packaging and shipping on your own, with multiple trips to and from your post office or carrier’s office. However, as your business grows and packing and shipping becomes unmanageable, you’ll want to consider a third-party logistics (3PL) company like The Fulfillment Lab.
Whether you ship within the U.S. or globally, The Fulfillment Lab can support your move online with seamless warehousing and fulfillment solutions:
User-friendly, proprietary fulfillment software offering dynamic integration with eCommerce shopping platforms
Mass-volume fulfillment with international shipping from 14 locations across the globe
Fulfillment marketing offering customized packaging, inserts, labels, and more to grow brand awareness and cultivate brand ambassadors
Lighting fast scalability as you grow or during high-demand periods
Easy returns management (reverse logistics)
A team of global fulfillment experts
Ready to grow your online business? Contact us today!
A brick-and-mortar store is a physical retail location where customers can visit in person to browse products, speak with staff, and make purchases, in contrast with online stores where everything is done digitally.
Brick and mortar stores sell their goods or services from a physical location whereas eCommerce stores host their business online. For store owners, selling online creates new ways to reach wider markets and grow revenue. For customers, it also makes shopping easier, faster, and more flexible across channels.
To go from brick and mortar to online, choose an eCommerce platform, upload your products, set up payments and shipping, and create a digital marketing plan. You'll also need to connect your store. warehouse, and online operations to manage inventory, fulfillment, and customer experience efficiently.
Brick and click is a term used to describe a brand's physical and online stores in one word. It also often refers to a flexible retail model that combines the physical with the online shopping channel, where customers can, for example, buy online and pick up in store or return products locally. This approach helps retailers expand their reach and improve convenience.
Brick and mortar refers to a business that sells through a physical location only. Click and mortar, often called brick and click, combines a physical store with an online shop, giving customers both in-store and digital ways to browse, buy, and interact with the brand.