Brickandclick
Brick-and-click is a retail business model that combines physical storefronts with online commerce. Also known as brick-and-click or click-and-brick, the approach seeks to provide a unified shopping experience across channels, letting customers shop online, in-store, or via mobile devices.
The term emerged in the late 20th century as e-commerce expanded. Early attempts faced siloed systems, but
Core features include centralized inventory visibility across channels, flexible fulfillment options such as buy-online-pickup-in-store and ship-from-store,
Benefits include expanded reach, greater convenience for customers, and the ability to leverage data from both
Challenges include channel conflict between online and store sales, higher costs from maintaining integrated systems and
The model remains common across sectors, with many retailers pursuing omnichannel strategies that blend online and