Brick and Mortar vs. Online Store? – The Future of Retail


The retail industry has undergone a monumental shift with the advent of e-commerce. My journey in ecommerce management and web development has given me a front-row seat to this transformation. The pivotal choice between establishing a brick and mortar vs. online store is more than a business decision; it’s about adapting to the future of retail. In this expanded exploration, I’ll dive deeper into each model’s nuances, drawing from my experiences and industry insights.

Future of Retail: Brick and Mortar vs. Online Store?

Understanding Brick and Mortar Stores


Brick and mortar stores are more than just physical spaces; they are the traditional bastions of retail. Reflecting on my time with Nespresso, I saw how these stores create a tangible brand experience, a place to enjoy, have a conversation with a human and also learn something new about the product. Customers appreciate the immediacy of service, the physical interaction with products, and the trust instilled by a physical presence.


The above-mentioned advantages are offset by significant limitations. Offline stores often grapple with high overhead costs, including rent for prime locations, utility bills, and salaries for a full complement of staff. Additionally, their operational hours are bound by a physical schedule, limiting shopping to specific times of the day, unlike the round-the-clock accessibility offered by e-commerce. Furthermore, brick-and-mortar stores primarily cater to local or regional markets, missing out on the global reach and diverse customer base that online stores can tap into effortlessly.

The Evolution of E-commerce

E-commerce has revolutionized shopping, breaking down geographical barriers and offering unprecedented convenience. The evolution from desktop shopping to a more mobile-centric approach reflects the changing consumer behavior. Customers now expect seamless shopping experiences across devices, including emerging technologies like voice assistants and smartwatches. As a web developer, I’ve seen how crucial it is to optimize online stores for various devices, ensuring a user-friendly interface that caters to the diverse needs of consumers​​.

The future of e-commerce is poised for more personalization, enhanced by AI and machine learning. Retailers can expect an increasingly competitive landscape where the ability to adapt quickly to technological advancements and changing consumer preferences will be key to success.

The Future of E-commerce: Mobile vs. Desktop and Beyond

The distinction between mobile and desktop shopping is increasingly becoming blurred as consumers seek omnichannel experiences. With advancements in technology, we are witnessing a gradual shift towards mobile-first approaches, given the rising prevalence of smartphones. However, the desktop still plays a crucial role, especially in detailed product research and larger purchases.

Looking ahead, smart glasses and augmented reality interfaces will play a more significant role in the e-commerce experience.

E-commerce: The Game-Changer in Retail

The emergence of e-commerce has irreversibly changed the retail landscape. It has democratized access to markets, allowing even small businesses to reach a global audience. Convenience, coupled with the ability to compare prices and access a wider range of products, has shifted consumer preferences significantly. However, this shift brings its own set of challenges, such as the need for robust digital marketing strategies and maintaining high-quality customer service in a virtual environment.

Cost Comparison: Brick and Mortar vs. Online Store

Choosing between physical and online stores involves a detailed cost analysis. Brick and mortar stores incur significant expenses in rent, utilities, staff salaries, and maintenance. On the other hand, establishing an online store is a comprehensive process that demands attention to technical details, operational efficiency, and human interaction. Each aspect plays a crucial role in ensuring the success of the online retail venture.

While the initial investment in an online store may be significant, especially for a custom-designed webshop, the long-term efficiency and ROI tend to be higher due to wider reach, lower operational costs, and the scalability of online platforms​​.

Cost breakdown of a basic webshop

Technical Aspect:

The technical side of setting up an online store is foundational and complex. It includes:

  1. Web Development and Design: This involves creating a user-friendly, visually appealing website. As a web developer and designer myself, I understand the intricacies involved in ensuring the website is not only aesthetically pleasing but also functional and responsive. This requires expertise in various programming languages, User Interface and design principles.
  2. Adaptation to Various Devices: With the increasing use of smartphones and tablets for online shopping, it’s crucial to ensure that the e-commerce platform is optimized for mobile devices. This involves responsive design techniques to ensure that the website functions seamlessly across different screen sizes and device types.
  3. Domain and Hosting: Choosing an appropriate domain name and a reliable web hosting service is vital for establishing an online presence. The domain name should be memorable and reflect the brand, while the hosting service needs to be robust and scalable to handle varying levels of traffic.

Operational Aspect:

The operational side focuses on the functionality and management of the online store:

  1. E-commerce Management: This includes managing the online catalog, inventory, pricing, and promotional strategies. An e-commerce manager plays a key role in overseeing these operations, ensuring that the store runs smoothly and efficiently. I’ve crafted a more comprehensive article about the role of an ecommerce manager.
  2. Supply Chain Management: Effective management of the supply chain is crucial for timely product availability and delivery. This involves coordination with suppliers, managing inventory levels, and ensuring a streamlined process for order fulfillment.
  3. Marketing and Search Engine Optimization: Continuous online marketing efforts are essential to drive traffic to the website. This includes SEO to enhance visibility on search engines, social media marketing, email campaigns, and potentially pay-per-click advertising.

Human Aspect:

The human side of running an online store involves various stakeholders:

  1. Project Manager: A project manager is critical for overseeing the entire process of setting up and running the online store. They coordinate between different teams, manage timelines, and ensure that all aspects of the project meet the business goals.
  2. Design and Development Team: This team includes web designers and web developers who are responsible for creating and maintaining the online store. Their role is not just technical but also creative, as they design the user experience and interface.
  3. Customer Service: Even in an online setting, human interaction is key. Providing excellent customer service, whether through live chat, email, or phone support, is essential for customer satisfaction and loyalty.

Furthermore, if you prefer not to manage the complexities mentioned above, there are professionals equipped to handle all these aspects, including business, sales, and marketing. You would benefit from an eBusiness Manager who can create, launch, and sustain your online business for you.

Future of Retail: Brick and Mortar vs. Online Store?

Making the Decision: Brick and Mortar, Online Store, or Both?

Deciding between brick and mortar, e-commerce, or a combination hinges on several factors. It’s essential to consider the target audience, the nature of the products, and the overarching business model. For instance, while working for Nespresso in multiple markets and also HQ, I noticed how the physical presence enhanced brand perception, yet the online platforms significantly expanded the brand’s reach.

The key is in understanding your specific business needs, your potential customers and market dynamics​​​​. More about this topic you can read my article about How to Build Your eCommerce Strategy: Proven Approaches for Success

Combining the Best of Both Worlds – Omnichannel Strategies

Reflecting on my professional experiences, the integration of brick and mortar with e-commerce – omnichannel retail – seems a promising path forward. This approach allows businesses to offer a seamless shopping experience, blending the tactile benefits of physical stores with the convenience of online shopping. It’s a strategy that I’ve seen work effectively for businesses seeking to provide comprehensive customer experiences​​ in multiple (omni) channels.

Some wise words to keep in mind:

There is no offline commerce and online commerce, there is only commerce.

Customer Preferences and Trends

Current consumer trends indicate a complex preference pattern. While there’s a significant tilt towards online shopping for its convenience, many still value the in-store experience for certain purchases. For instance, 94% of customers have returned to physical stores post-pandemic, suggesting a lingering affinity for in-person shopping experiences​​. Moreover, e-commerce platforms have an edge in leveraging customer feedback, a factor crucial for brand perception​​.


In conclusion, the decision between brick and mortar and online stores isn’t straightforward. It requires careful consideration of various factors, including target market, product type, cost implications, and the ability to adapt to technological advancements. As someone deeply embedded in the world of web technology, I believe that while brick and mortar stores will continue to hold their relevance, the future of retail leans heavily towards e-commerce. The agility, scalability, and reach provided by online platforms make them a compelling choice for most businesses looking to thrive in the dynamic retail landscape of the future.

Choose wisely, and should you require professional assistance, do not hesitate to reach out to me.

What do you think?

This site uses Akismet to reduce spam. Learn how your comment data is processed.