The Brick and Click Business Model Brings Customers the Best of Both Worlds
It seems there’s always an ongoing battle between online shopping and brick-and-mortar, in-person shopping. The gods of eCommerce and retail produce study upon study of who’s leading in this two-horse race, and the jury’s out. So, brands that know a thing or two decided to excuse themselves from the drama altogether with the brick-and-click model – a hybrid model that combines both physical and online retail.
This type of business offers customers two different shopping options, with the awareness that customers often buy across both channels, instead of choosing just one. Also known as click and mortar or clicks and bricks, a brick-and-click business improves the shopping experience, customer experience, and even fosters customer loyalty – but it’s not without its challenges.
Here’s why you should pay attention to this omnichannel model.
Did you know that an omnichannel marketing strategy can help you win globally? Here’s how to use effective localization to drive sales and awareness to your various sales channels.
What the Bricks-and-Clicks Business Model Actually Looks Like (Today)
One of the biggest complaints of any online retailer is how to drive traffic to their online store, whether it’s an Amazon listing or a D2C website. That’s why many online-native brands are increasingly establishing a physical footprint. These may look like curated pop-ups, strategic retail partnerships, or temporary showroom experiences. The idea isn’t to quit eCommerce; it’s to marry the traditional brick and mortar shopping experience with the convenience and flexibility of online shopping.
You’ve probably seen Amazon Basics kiosks embedded inside Whole Foods, or D2C ecommerce brands like Glossier hosting interactive in-store events. The idea behind these efforts isn’t some sort of vanity project; it’s meeting the shopper where they shop, not just how.
On the other hand, legacy retailers are doubling down on their eCommerce presence. You’ll see big brands all over Amazon, from Adidas and Nike to Jo Malone and Levi’s. Their in-store brand equity gives them a head start, but their growth now hinges on mastering the digital shelf.
Presence in brick and mortar stores, combined with a fully-optimized online business, is a brilliant retail strategy that allows customers to buy your products wherever they may be, however they like. Modern shoppers don’t follow a linear path. They discover products on TikTok, research on Amazon, browse in-store, and purchase wherever it’s most convenient. Sellers that can provide a seamless shopping experience across all of these channels are poised to scale the fastest.
Now, if you’re expanding globally, you might wonder how feasible it actually is for you to provide both online and offline buying channels. We’re not asking you to put up your own department store in Poland, especially if you don’t speak Polish. In the offline retail industry, there are many ways to skin a cat – consider the examples mentioned before, like pop-ups, temporary showrooms, and strategic retail partnerships. You could also pursue consignment or consignor options with a brick-and-mortar store whose product assortment is closely affiliated with yours. Where there’s a will, there’s a way.
4 Reasons Expert Amazon Sellers Should Take Note of the Brick-and-Click Phenomenon
With all the things you have to think about, why should you care about the brick and click business model? You don’t have to, but we assure you, it’s one way to future-proof your business. Capital One Shopping reported that in 2024, eCommerce sales growth exceeded brick-and-mortar sales growth by 86%, but 72% of consumers shop in physical stores on a weekly basis. Uniform Market meanwhile discovered that 7% of customers shop only online, and 20% shop only in physical stores. In fact, there’s a new phenomenon called BOPIS (where people buy online and pick their items up in-store) that arose because of the pandemic; Capital One Shopping predicts that BOPIS sales are going to grow at more than 16% annually, and accounted for 9.93% of e-Commerce sales in 2024.
The numbers don’t lie.
Reason #1: Omnichannel = Conversion Insurance
If you’re not where your customer is browsing, you’re not where they’re buying. Today’s shoppers move between platforms and environments. The idea is to be where they are – your brand needs to show up where customers are browsing, whether that’s Google Shopping, a pop-up booth, or in a kiosk on the top floor of Isetann Scots along Orchard Road in Singapore. Omnichannel doesn’t just expand reach, it protects it.
Reason #2: Offline Discovery, Online Loyalty
Some products require touch for conversions. Products that rely heavily on touch, scent, or visual scale to instill purchase confidence would benefit greatly from both online and physical presence. The traditional brick-and-mortar, physical retail location gives customers the chance to eyeball, touch, smell, and experience the product in person, whereas the online store allows them to purchase the product whenever it’s convenient for them. A well-placed physical display makes a great first impression, and a smoothly-oiled, well-optimized Amazon listing ushers in the sale.
Reason #3: Inventory Fluidity Across Channels
Channel silos are outdated. Unified inventory and fulfillment data allow brands to meet demand more efficiently and reduce dead stock. Retail locations are doubling as click-and-collect or return hubs, even for orders placed online. Take a look at Target, whose Returns with Drive Up program allows customers to drive up – literally – to a Target store and hand their return purchase to a Drive Up team member, who’ll process their refund in real time. Home Depot has online order pickup lockers in many locations, allowing shoppers to pick up their online purchases without assistance – plus there’s the dual benefit of ushering a customer into a physical store to lowkey encourage another purchase (side note – if you’ve ever entered a Home Depot without walking out with more stuff than you’d bargained for, you have incredible will power, and you must share your tips with us).
Reason #4: Retail Presence Reinforces Brand Legitimacy
Many shoppers still equate shelf space with credibility – especially with all the hijacker, fake, and fly-by-night brands that litter eCommerce marketplaces. If a customer sees your product “in the wild,” so to speak, it’s a huge trust-booster. Imagine trying to sell niacinamide serum online – even if you post all the ingredients and have 3p lab testing behind you, you may not garner 100% of customer trust, especially if you’re not a recognized skincare brand yet. Seeing your same niacinamide serum on Amazon and on the shelves of Sephora will do wonders for your brand strategy – even if customers make their final purchase online. It’s old school, it’s multi-sensory marketing.
Common Pitfalls to Avoid with the Bricks-and-Clicks Model
Here are several mistakes that Amazon sellers make when moving into the brick and click business model:
Copy-Pasting Amazon Bullets Onto Store Packaging
Reminder: you do not need to optimize for SEO in a Real Life Setting. Thank you, Captain Obvious, but you’d be surprised how many sellers copy-paste their bullets onto product packaging! Imagine picking up an action figure for your nephew, only to see a ton of keywords and algorithm-specific tactics on the blister packaging. As funny as that sounds, you’d be surprised at how often this happens. Shoppers in-store scan for clarity, not algorithms. Messaging needs to shift from search visibility to instant readability.
Pricing Inconsistencies Across Channels
If you’re selling your cell phone case for $9.99 on Amazon, don’t sell it in-store for $13.99 – or, worse, vice versa. Inconsistent pricing can lead to confusion, cart abandonment, or the perception that your brand isn’t aligned. Either align your price strategy, or have a clear and transparent reason for the discrepancy.
Overlooking Localization for the Retail Messaging
Your Amazon listings may already be localized for international markets—but is your physical packaging, signage, or promo material speaking the same language (literally and culturally)? In export-heavy strategies, generic or mistranslated copy can tank your in-store experience. Localization doesn’t stop at the listing.
Disjointed Returns and Customer Service Policies
Customers expect one brand, not two departments. If your in-store return policy contradicts the policies on Amazon – or your customer service representatives handle issues differently across channels – it causes frustration. So many sellers think that omnichannel marketing means you have different places to sell, when in actuality, it’s a single, unified brand voice across every touchpoint.
Omnichannel Brands That Have Succeeded with the Brick and Click Model
Here’s a quick look at a few brands that have won at brick and click business model:
| Brand | Brick-and-Click Highlights | eCommerce Store |
|---|---|---|
| Nordstrom | Offers BOPIS (Buy Online, Pick Up In Store), curbside returns, in-store styling tied to online accounts, and inventory visibility per store. | nordstrom.com |
| Apple | Seamlessly blends online orders with in-store pickup, Genius Bar scheduling, and product education. Retail locations feel like physical extensions of the website. | apple.com |
| Sephora | Integrates loyalty programs, online beauty quizzes, and purchase history with in-store experiences. Staff can access your online activity for tailored advice. | sephora.com |
| Nike | “Nike Live” stores reflect local purchase data; mobile app syncs with in-store inventory; customers can reserve items online and try them in-store. | nike.com |
| Best Buy | Leading BOPIS strategy, same-day pickup, returns across channels, and price matching between online and physical store listings. | bestbuy.com |
What do these brands – and others that have seamlessly combined online and offline channels – have in common?
- Unified experiences: no matter where customers experience the brand, whether it’s inside retail stores or through a brand’s online presence, the encounter is the same. Brand messaging, identity, customer service, and so forth are all uniform.
- Smart tech integration: success comes through tech. Physical and online channels marry through mobile apps, voice search optimization, augmented reality, and so on. Through technology, sellers give online customers a peek into their offline experience – down to the visual merchandising of the physical location, “store tours,” and many other creative strategies.
- A deep understanding of how their customers move: whether you’re selling products online through an Amazon storefront, or traditionally in physical retail stores, understanding your customer is crucial. When you understand what they’re looking for, you’re in a better position to deliver – through both physical and online stores at the same time.
Listen to the data; the numbers will help you tailor your marketing campaigns and on-the-ground strategies to your customers’ wants and needs.
Conclusion: Where Are Your Clicks Actually Coming From?
So, what did we learn today? Brick and click isn’t about going traditional—it’s about future-proofing. It’s about meeting your customers where they’re at. Listening to analytics and data to help you understand what your customers want, where they’re shopping and hanging out, and where to pour more of your budget – traditional physical retail with an online touch, or the other way around.
Without a doubt, there are many things to consider before you venture into brick and click for your online business. Maintaining two channels simultaneously is not for the faint of heart; you’ll need stringent inventory management, a close eye on store location, and heavy-duty customer service, among other things. But the brick and click business strategy is most definitely something to consider for future expansion efforts.
So, are you ready to delve into a physical store and an online storefront? Let us know – and share your story with us! Remember, the best sellers on Amazon aren’t selling products; they’re building relationships that will last for generations.
YLT Translations is your go-to source for global eCommerce insights, advanced Amazon strategy, and expert localization tips. Follow us for more guides like this, plus updates from the world of cross-border selling.