Why Online Pure-Plays Are Opening Physical Shops

At the end of 2012, the Get Elastic e-commerce analyst team made some predictions on what 2013 holds for tech and commerce. One prediction from our E-commerce Industry Strategist David Chiu was, “We’ll see more online pure-plays establishing physical locations.” At first blush, the idea seems counterintuitive (isn’t online killing enough brick and mortar shops?) But many online pure-plays are infiltrating the offline world, and not just through “showrooming” off the backs of established physical stores. How—and more importantly why—are they doing it?

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