Online offline commerce (O2O) is a business model that attracts potential customers from online channels to shop in physical stores.
Techniques that commercial O2O companies can use include receiving in-store items purchased online, being able to return items purchased online in a physical store, and allowing customers to place orders online while in a physical store.
The purchase of Amazon Whole Foods Markets and the acquisition of Walmart Jet.com are two examples of O2O commerce.
Target, Walmart, Kroger, Nordstrom and many other retailers have expanded home delivery and/or pickup services as two effective O2O strategies to meet consumers’ need for secure shopping options.