What is Brick-and-Click

Brick-and-Click is when a business sells its products both from physical stores (“brick”) and online (“click”). Brick-and-click businesses might have their own stores and ecommerce sites, partner with third-party marketplaces, or do all three.

A brief history

The term “brick-and-click” emerged in the late 1990s and early 2000s. The internet was transforming shopping habits. Before that, retailers were mostly “brick-and-mortar” (they sold through physical stores). But as ecommerce boomed, businesses realized they couldn’t ignore online channels. Pioneers like Best Buy and Walmart began integrating their physical stores with their online ones so customers could find their products everywhere they shopped.

Good to know

Brick-and-click is an important stepping stone in retail evolution, but it’s now mostly considered an early version of omnichannel retail. Omnichannel goes beyond just physical and online stores: it includes every place customers shop today, like mobile apps, social media, and marketplaces. It focuses on delivering a consistent customer experience across all those channels, no matter where or how people choose to buy.

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Frequently Asked Questions

Is Brick-and-Click the same as omnichannel commerce?
Not exactly. Brick-and-click focuses on selling through physical stores and online channels, while Omnichannel means creating a fully integrated and consistent experience across every channel (which might include channels like mobile apps or social media, too). You can think of omnichannel as the grown-up version of brick-and-click.
Do all brick-and-click businesses own both stores and ecommerce sites?
Brick-and-click stores don’t always, or even often, own their stores or ecommerce sites. Some brick-and-click businesses own physical stores but sell online through marketplaces or third-party platforms. Others have their own ecommerce store but don’t own physical stores: they sell their products through other people’s brick-and-mortar shops like department stores or boutiques. The key is having a mix of online and physical sales.
What challenges do brick-and-click businesses face?
Brick-and-click businesses have a unique set of challenges. Inventory management, keeping their pricing consistent, coordinating promotions, and providing a good customer experience everywhere they sell are all challenges.
Can small businesses use the brick-and-click model?
Absolutely! Many small and mid-size businesses combine local storefronts with simple ecommerce sites or use platforms like Etsy or Shopify alongside physical sales.