Why is e-commerce Eyeing Brick and Mortar?by Uptin Saiidi
Even as online shopping sales continue to grow, more e-commerce players are proving that the physical space should not be ignored. Google recently opened its first-ever shop in London to sell Android phones, Chromebook laptops and other gadgets. Meanwhile, Amazon is reportedly exploring a new kind of retail vision to sell products in a brick-and-mortar setting. But how does an online retailer justify the cost of setting up a brick-and-mortar shop? One solution is testing the waters with pop-up stores, where the retailer can experiment with a physical location without committing to a long-term lease.