What Is Bricks And Clicks Model? How Does It Work?

The internet revolution has made it easier than ever before for businesses to reach their target customers. Today, if a business isn’t online, it’s missing out on a lot of opportunities. This is why many businesses are now using the bricks and clicks business model.

The bricks and clicks model combines traditional brick-and-mortar stores with digital storefronts. By offering both physical locations for customers to purchase their goods as well as online web stores, companies aim to offer the best of both worlds, catering to the needs and preferences of a wider range of customers while building stronger relationships with existing ones.

This business model has gained popularity in recent years, allowing businesses to reach a wider audience by providing customers with multiple channels to interact with their brand.

But what is the bricks-and-clicks business model, how does it operate, and why should businesses consider implementing it?

Let’s find out.

What Is Bricks And Clicks Business Model?

A bricks-and-clicks business model is a hybrid approach to retailing and e-commerce, where a business offers both a physical store location and an online presence.

Also known as ‘click-and-mortar’ and ‘brick-and-click’, this model combines the convenience and immediacy of a traditional store location with the ease and accessibility of an online platform.

For instance, customers have the convenience of shopping from home when they use the company’s website, but can also visit the physical store to try on the products or speak to a salesperson.

The ultimate goal of a bricks-and-clicks business model is to provide customers with maximum convenience while ensuring the company’s sustainability and profits.

A real-life example of a bricks-and-clicks business model is the retail giant Walmart. The company’s hybrid business model offers customers the option of shopping online or at brick and mortar store locations.

Walmart also offers its customers the convenience of shopping from home and picking up their orders in-store, as well as ordering online and then returning items to a local store location. This kind of flexibility provides customers with options that suit their individual needs while allowing Walmart to maintain a presence both in the physical and virtual marketplace.

The History Of Bricks And Clicks Model

The bricks and clicks business model was developed to solve the difficulty of providing customers with a seamless and holistic shopping experience, both online and in-store.

It can be argued that a Pizza Hut pizza ordered over the internet in 1994 was one of the earliest recorded purchases made from a company that employed bricks and clicks business model.

Soon after that, in the early 1990s, companies such as Walmart and Sam’s Club began experimenting with the idea of combining an online presence with their physical stores. They offered customers the convenience of browsing products on a website before making a purchase. From these beginnings, the bricks-and-clicks business model was born.

Bricks-And-Clicks vs Brick-And-Mortar

The bricks and clicks model is the successor to the traditional brick-and-mortar model, which has been used for decades by retailers. The biggest difference between these two models lies in how customers shop. In a bricks-and-click business model, customers can shop online and at physical store locations simultaneously, whereas, in a brick-and-mortar model, customers are limited to shopping at physical store locations.

Feature	Bricks-and-Clicks	Brick-and-Mortar
Business Model	Combination of online and physical retail presence	Physical retail presence only
Sales Channels	Online store, mobile app, and physical retail locations	Physical retail locations only
Customer Reach	Local, regional, national, and international customers	Primarily local and regional customers
Convenience	Visit the physical store during business hours	Visit physical store during business hours
Inventory Management	Centralised inventory management for both channels	Inventory management for physical store only
Customer Experience	In-store and online experience, often with integration	In-store experience only
Target Market	Wide range of customers, varying demographics	May target specific demographics
Personalisation	Offers personalised recommendations (online)	Limited to in-store assistance
Marketing	Utilises digital and traditional marketing strategies	Primarily relies on traditional marketing
Data Collection	Collects customer data online and in-store	Limited to in-store data collection
Expansion Potential	Can scale quickly with online sales and physical stores	Expansion requires new physical locations
Operating Costs	Requires investment in both physical and digital assets	Focus on physical assets and expenses

Who Is The Customer Of Bricks And Clicks Business Model?

The bricks and clicks business model is designed to appeal to customers who are looking for a convenient and personalised shopping experience.

It can include customers who prefer the convenience of shopping online but also value the ability to see and touch products in person before making a purchase. While on the other side, it may also include customers who are looking for a more personalised shopping experience, with the ability to interact with knowledgeable staff and receive recommendations based on their individual needs and preferences in-store.

Ultimately, the Bricks-and-Clicks business model aims to cater to a wide range of customers, with its flexibility to meet customers’ needs and preferences through multiple retail channels.

The Value Proposition

As the value proposition is always linked to the needs of the customer, this model offers a unique value proposition that addresses the changing needs of modern consumers, i.e., Flexibility and Convenience.

With the rise of ecommerce and the increasing demand for personalised online and offline shopping experiences using this model, retailers are now enabled to cater to a wide range of customers and preferences.

By combining physical and digital channels, businesses leverage the strengths of each channel to create a more comprehensive and seamless shopping experience for their customers.

This not only enhances customers and satisfies the changing shopping needs but also provides businesses with a competitive advantage in the marketplace.

Bricks And Clicks Model’s Key Components

The bricks and clicks model aims to:

• Provide convenience to the customers
• Provide a seamless experience of shopping online and in-store to the customers
• Gain the customers’ trust and loyalty, and thus generate higher revenue.

But to achieve these goals, the model is composed of three major components:

1. Online Channel: This channel allows customers to buy products and services safely, quickly and conveniently from the comfort of their home or office.
2. Physical Store/ Retail Outlet: This physical presence offers an opportunity to meet customers in person, build relationships, provide product demonstrations and get feedback on new product ideas.
3. Connectivity: This is the bridge between the online presence and the physical store, allowing customers to move seamlessly from one channel to another. It also ensures information gathered from both locations is integrated into a single view for better decision-making.

Revenue Streams Of Bricks And Clicks Model

The revenue strategies of bricks and clicks business are typically based on a combination of revenue streams from both the physical and online channels. Here are some common revenue streams for the bricks-and-clicks model:

• Sales revenue: This is the most basic revenue stream for a bricks and clicks business. It involves generating revenue through in-store and online sales of products or services. This revenue can come from various sources, including direct sales, affiliate marketing, and online advertising.
• Click-to-brick: Many bricks-and-clicks businesses integrate this model into their business model, offering customers to purchase products online and pick them up in-store. This generates revenue from both online purchases and in-store visits. As visiting the store may get the customer to buy more using the Gruen effect and make them purchase more stuff.
• Delivery fees: If the business offers home delivery of products purchased online, they may charge delivery fees to customers that will contribute to generating additional revenue.
• Subscription models: Bricks and clicks businesses may also offer subscription models to customers, such as loyalty programs, VIP memberships, or premium services that provide access to exclusive offers and discounts.
• Service fees: Some bricks-and-clicks businesses offer additional services to customers, such as product installation or repair services, which generate revenue through those service fees.

Overall, the revenue streams for bricks and clicks businesses are designed to leverage the strengths of both the physical and online channels to generate revenue from multiple sources. By providing customers with a seamless and convenient shopping experience across both channels, bricks and clicks, businesses can maximise their revenue potential.

Advantages Of The Bricks and Clicks Model

Be it your business or your customer, the bricks-and-clicks model opens up a range of real, measurable advantages. And the data behind them makes a strong case.

For The Businesses

The most obvious win? Multichannel e-commerce sales are projected to hit $892.4 billion in 2026, up 15% year over year. By having a physical presence alongside your digital store, you can engage with customers on a more personal level and build lasting loyalty. At the same time, both channels together let you cover wider geographical areas and tap into markets you might not have reached with just one.

And this isn’t some niche trend. 54% of retailers now call omnichannel integration their top strategic priority, up from just 31% in 2022. The shift is happening fast. And here’s why you’d want to be part of it.

Improved Flexibility Of Operations

Unlike a pure brick-and-mortar setup where your reach is limited by geography, the bricks-and-clicks model lets you offer your products and services to a much broader customer base. You’re not stuck waiting for foot traffic.

Think about a small-town grocery store. Without an online channel, you’d only serve the local community. But with one, you can expand your delivery radius across the entire city and reach customers who would never walk through your door.

Increased Brand And Business Growth

When you combine in-person and e-commerce strategies, something interesting happens. Your visibility grows. Your engagement goes up. More people see you, interact with you, and buy from you.

That’s not just theory. Omnichannel customers shop 1.7 times more than single-channel shoppers, according to 2026 research. The more channels you offer, the more reasons customers have to come back.

Reach A Wider Audience

Here’s a stat that might surprise you: physical stores still capture roughly 84% of retail sales. The reports of brick-and-mortar’s death have been greatly exaggerated.

By existing both online and offline, you cater to customers with different shopping preferences. Some want the ease of ordering from their couch. Others want to touch the product before committing. You meet both where they are.

Increase Customer Loyalty

When you’re present at the touchpoint your customer prefers, loyalty follows. It’s that simple. Customers stick with businesses they can easily access. Not ones they have to go out of their way for.

For example, when a customer can walk into your store to ask about something they bought online, they feel supported. When they can log in to reorder a part they picked up in-store last month, they come back. Each frictionless interaction builds the kind of trust that keeps people around.

Improved Data Utilisation

Running both channels gives you access to a wealth of data. Website behavior, in-store purchase patterns, browsing habits, return requests: it all paints a fuller picture.

When you put that data to work, you can spot what’s working across each channel, figure out where to improve, and tailor your offers so they actually resonate. Targeted campaigns stop being guesswork.

Improved Customer Experience

You can provide a seamless, integrated experience that blends the best of both worlds. A customer browses online, picks up in-store. Researches in-store, orders from home. Returns a web purchase at your physical location.

That kind of flexibility doesn’t just feel convenient. It keeps people coming back. And with 91% of consumers now behaving as omnichannel shoppers, you’re no longer choosing between channels. You’re meeting people wherever they already are.

Better Inventory Management

With both channels feeding into one system, you can track stock levels in real time across every location. You see what’s selling online, what’s moving in-store, and where you need to restock.

That means fewer stockouts, less dead inventory sitting on shelves, and a better chance of having what your customers want when they want it.

More Revenue Channels

Running both a physical store and an online shop means you’re not relying on a single source of income. If one channel dips, the other picks up the slack.

Plus, options like click-and-collect, projected to account for 19.9% of U.S. multichannel e-commerce revenue in 2026, give you an entirely new revenue stream that blends the convenience of online ordering with the immediacy of in-store pickup.

For The Customer

Now flip the perspective. What does this model actually give the people buying from you?

• Convenience: Your customers get to shop however they want: in-store, online, or a mix of both. They choose the channel that fits their moment. Running errands? They swing by the store. Sunday morning from the couch? They order from their phone.
• Access to information: Customers get real-time details on prices, stock levels, and product specs across both channels. No more guessing whether something’s available. They can compare, research, and decide with confidence.
• Flexibility: Some people want to try on a jacket before buying. Others want it delivered by tomorrow. You’re giving them the choice instead of forcing a one-size-fits-all approach.
• Personalisation: Based on purchase history and browsing behavior, you can offer recommendations and deals that actually matter to them. It stops being random spam and starts feeling relevant.
• Enhanced customer experience: When everything works together, in-store help, online convenience, easy returns across channels, the whole experience improves. Customers notice when it’s seamless, and they remember it.

Disadvantages Of The Bricks And Clicks Model

No matter how innovative and beneficial the bricks-and-clicks business model can be, there are some potential drawbacks that companies and customers should consider.

Disadvantages For Businesses

Although the bricks and clicks business model offers several advantages, it also has a few disadvantages, which include:

High Initial Investment

One of the significant disadvantages of the bricks and clicks business model is the high initial investment costs it demands. To establish both physical and online stores at the time, businesses need to invest in two separate infrastructures, including rental or lease costs for the physical store, building an e-commerce website, and developing online marketing strategies.

Additionally, businesses also need to invest in technology, such as point of sale (POS) systems, inventory management software, security systems, and more tools and software for both sales channels. It all can make for a significant financial burden for small and medium-sized enterprises (SMEs), which may struggle to obtain the necessary funds to launch both channels.

Complex Logistics And Supply Chain Management

Another disadvantage of the bricks and clicks business model is the complexity of logistics and supply chain management.

The business must manage two separate inventories, one for the physical store and one for the online store, which can be time-consuming and costly.

Additionally, businesses must ensure that their logistics and delivery processes are streamlined to ensure efficient and timely delivery of products to customers, regardless of whether they purchase in-store or online. Ensuring adequate inventory management, supply chain, and logistics processes can be a significant challenge for businesses, especially those that are new to the online channel.

Difficulty In Maintaining Consistency

This business model also faces a challenge in maintaining consistency between the online and offline channels. Customers expect a consistent experience regardless of the channel they use to interact with a business. Businesses must ensure that the branding, messaging, pricing, and promotions are consistent across both channels. Inconsistencies between the two channels can lead to customer confusion and a loss of trust in the brand. This can be a significant challenge for businesses, especially those that have been operating solely in the physical channel and are new to e-commerce.

Disadvantage For Customers

• Limited Product Availability Or Choice: Customers may find that some products or services are only available online or offline, which could limit their options or require them to use different channels to access different items.
• Higher Prices Or Shipping Costs: Depending on the business’s pricing strategy and shipping policies, customers may end up paying more for products or services purchased online, particularly if they have to cover shipping fees or minimum order requirements.
• Inconsistent Customer Experience Or Support: Customers who use both online and offline channels may experience different levels of service, quality, or convenience, depending on factors such as staffing, training, technology, or location. This could lead to frustration, confusion, or lack of trust in the brand.
• Privacy Or Security Concerns: Customers who share personal or financial information online may face risks such as identity theft, fraud, or data breaches. Although many businesses take measures to protect customer data, the risk of cyber threats or human error can never be fully eliminated. Additionally, customers may feel uncomfortable sharing sensitive information in-store or over the phone, particularly if they perceive a lack of privacy or confidentiality.

 Bricks And Clicks Examples

You might assume that pure e-commerce companies have left physical stores in the dust. But here’s the thing: physical stores still capture roughly 84% of retail sales in 2026. The smartest companies know this. They’re blending online convenience with real-world presence, and the results speak for themselves.

Let’s look at how three very different businesses are making this work.

Amazon

Amazon is the world’s largest online retailer. You’d think that would be enough. But Amazon saw value in meeting customers where they physically shop too.

Here’s where things get interesting. In January 2026, Amazon announced it was closing all 15 Amazon Go and 57 Amazon Fresh stores. The company also shuttered its Amazon Style clothing stores back in 2023. That might sound like Amazon is abandoning physical retail. But the opposite is true.

Amazon is doubling down on Whole Foods Market. The company plans to open over 100 new Whole Foods locations and is testing a “store within a store” concept that brings Amazon’s grocery selection into Whole Foods spaces. Some of those closing Fresh and Go locations? They’re being converted directly into Whole Foods stores.

Meanwhile, Amazon’s same-day delivery now covers more than 5,000 U.S. cities. The online-to-physical bridge is stronger than ever. It just looks different than it did two years ago.

Domino’s Pizza

Domino’s didn’t just survive the digital shift — it thrived because of it. The chain lets you order through its website, mobile app, or by walking into one of its thousands of physical locations worldwide.

What makes Domino’s a strong bricks-and-clicks example is how tightly the two channels connect. You can track your pizza in real time through the app. You can order online and pick up in-store. You can walk in and use a kiosk. The experience feels consistent no matter which route you take.

This flexibility has helped Domino’s reach customers who want speed and convenience without sacrificing choice. And the numbers back it up — Domino’s consistently ranks among the top pizza delivery chains globally, driven in large part by its digital-first approach paired with physical accessibility.

Barnes & Noble

Barnes & Noble is a case study in reinvention. You might remember when people predicted the bookstore was dead. Amazon was selling most of the books. E-readers were everywhere. The writing seemed to be on the wall.

But under new leadership, Barnes & Noble took a different approach. Instead of competing with Amazon on inventory, the chain leaned into something Amazon can’t replicate — physical community.

Featured at NRF 2026, Barnes & Noble’s “Third Space” model positions stores as gathering spots, not just retail outlets. Think midnight book release parties, Saturday morning storytimes, and local author events. Each store tailors its selection and events to the surrounding neighborhood.

The strategy is working. Barnes & Noble plans to open 60 new stores in 2026 and is reportedly preparing for an IPO. When a brick-and-mortar business grows this aggressively in the age of e-commerce, it tells you something important: people still want spaces where they can connect, browse, and belong.

That’s the real power of the bricks-and-clicks model. It’s not about choosing between online and offline. It’s about using each channel for what it does best.

Final Thoughts

The bricks and clicks business model has become increasingly popular in recent years as it offers customers a blend of online and offline shopping experiences. This model provides businesses with multiple channels to interact with their customers, thereby increasing revenue streams and building customer loyalty.

While it offers several benefits such as convenience, flexibility, personalisation, and improved customer experience, it also has challenges such as high initial investment costs, complex logistics and supply chain management, and difficulty maintaining consistency between online and offline channels.