- Jul 17
- 7 min read
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eCommerce means selling online, while brick-and-mortar means selling from a physical store and each comes with its own trade-offs in reach, cost and customer experience. eCommerce offers global reach and lower overhead, while physical stores offer hands-on products and instant purchases. Wix supports both online and in-person selling with an all-in-one eCommerce platform and built-in point-of-sale.
Whether you are an entrepreneur starting a new business or just following where retail is headed, below we compare the two models on pros and cons, key differences and how hybrid and omnichannel selling brings them together.
TL;DR: eCommerce vs. brick-and-mortar stores
Choose eCommerce if you want global reach, lower overhead and round the clock selling, and choose brick-and-mortar if hands-on products, instant purchases and personal service matter most to your customers. In practice the two are not either or, and many businesses combine an online store with a physical presence through hybrid and omnichannel retail. The table below compares the two at a glance.
Factor | eCommerce | Brick-and-mortar |
Reach | Global, no location limit | Local, tied to store location |
Overhead cost | Lower, no rent or utilities | Higher, rent, staff and utilities |
Availability | Open 24/7 | Limited to store hours |
Customer experience | Convenient, guided by reviews and descriptions | Hands-on and sensory with personal service |
Getting the product | Wait for delivery | Take it home right away |
Best for | Wide reach and lower overhead | Local presence and hands-on products |
Ready to start selling online? Build a custom online store with Wix and get the tools to sell, manage and grow your business from one dashboard. Customize every detail, reach customers across channels and market your brand with built-in SEO and marketing tools.
eCommerce vs. brick and mortar: pros and cons
Each retail model has their own unique characteristics that shape the way they operate. Ecommerce allows businesses to sell goods and services online—reaching a global audience without geographical limitations. It's also defined by the following:
Accessibility: Customers can shop anytime, anywhere as long as they have internet access.
Convenience: With just a few clicks, shoppers can complete a purchase and have items delivered to their doorstep within days, if an option.
Wide selection: Online stores often offer a broader range of products than physical stores due to fewer space constraints in terms of storage and warehousing.
Personalization: eCommerce platforms can provide personalized recommendations based on customer data and shopping habits. This makes for a more engaging customer experience and often higher sales.
Wix is an all-in-one eCommerce platform that supports physical products, services, specialized business models like rentals, donation-based commerce, online ordering and digital programs such as online courses, all from a single backend.
Brick-and-mortar stores are traditional retail outlets that have been around for centuries, where customers can visit to see, touch and purchase products in person. Their key characteristics include:
Tangible experiences: Shoppers can physically interact with products before making a purchase.
Immediate gratification: Customers can take home their purchases immediately, without waiting for delivery.
Customer service: Face-to-face interactions with staff can improve customer service and build relationships.
Local presence: Physical stores contribute to the local economy and community.
Learn more: What is extended commerce?
Origins and growth of eCommerce
The story of eCommerce began in the late 20th century, and it has quickly become a dominant force in the retail world. Here's a brief timeline highlighting its emergence and growth:
1970s: The concept of eCommerce was born with the advent of the Electronic Data Interchange (EDI) and teleshopping.
1980s: The introduction of online marketplaces like eBay and Amazon in the mid-1990s revolutionized the way people shop.
1990s: Secure online transactions became possible, leading to an increase in consumer trust and online sales.
2000s: Broadband internet became more accessible and smartphones began to change shopping habits.
2010s: Social media platforms started integrating shopping features, further expanding eCommerce reach.
2020s: Advancements in technology continue to push the boundaries of eCommerce with innovations like AI, AR and personalized shopping experiences.
Ecommerce and brick-and-mortar: the main differences
When comparing eCommerce and brick-and-mortar, several key factors highlight their differences. Understanding these can help you decide which retail model aligns with your business goals or shopping preferences.
Convenience: Ecommerce wins on convenience, offering shopping from the comfort of your home. Brick-and-mortar requires a physical trip to the store.
Reach: Online stores have a global reach, while physical stores are limited to their very specific, set geographical location.
Customer experience: Brick-and-mortar stores provide a sensory experience and personal interaction, which eCommerce tries to replicate with detailed product descriptions and customer reviews.
Overhead costs: eCommerce generally has lower overhead costs than brick-and-mortar, which must contend with expenses like rent and utilities.
Read more:
Is eCommerce killing brick and mortar?
The question of whether eCommerce is killing brick-and-mortar stores is a hot topic. To address this, let's look at a few current trends and eCommerce statistics.
Adaptation: Many brick-and-mortar stores are integrating eCommerce elements to stay competitive. Many businesses are choosing to have both an eCommerce website and physical store—it's common amongst large brands, for example, Zara and H&M.
Coexistence: Statistics show that while eCommerce is growing, there's still a significant demand for in-store experiences. A CX trends survey, for example, found that 70% of US shoppers still visit a physical retail store once a week.
Digital transformation: Traditional stores are undergoing digital transformation, using technology to enhance the in-store experience. As part of this shift, many retailers are exploring what is headless commerce to create faster, more flexible shopping experiences across online and offline channels.
So maybe it's not so much a case of eCommerce killing brick-and-mortar but rather an evolution of retail where both can coexist and complement each other. The key for traditional stores is to adapt and find ways to leverage the strengths of both models.
Hybrid retail models: successes and how they work
Here are some examples of businesses that have thrived by integrating both eCommerce and brick-and-mortar elements into their business models:
Click-and-collect services: Retailers like Target and Walmart have successfully implemented click-and-collect services, allowing customers to order online and pick up in-store. This means consumers don't have to make it into a store and line up to pay — they can order only what they want and pick it up quickly.
Show-rooming: Companies like Warby Parker offer physical showrooms for customers to try products before ordering them online.
Local pop-up shops: Online-first brands occasionally open pop-up shops in high-traffic areas to increase brand visibility and offer a tangible shopping experience. This helps drum up demand for their online stores.
The rise of omnichannel retail
Omnichannel retail is the seamless integration of online and offline shopping experiences. It's a strategy that acknowledges the value of both eCommerce and brick and mortar, aiming to give you the best of both worlds. Here's how it benefits businesses and customers:
Enhanced customer experience: Provide a consistent shopping experience across all platforms, whether in-store, online or through mobile apps.
Increased sales opportunities: Reach customers through multiple channels, increasing the likelihood of purchases.
Better data collection: Gather insights from various sales touchpoints to understand customer behavior and preferences.
Wix supports global and omnichannel eCommerce with multilingual storefronts, multi-currency payments, marketplace and social selling, mobile apps and integrated point-of-sale systems for online and offline sales.
How businesses can adapt to an evolving retail environment
The retail landscape is constantly shifting and businesses must adapt to stay ahead. Here are strategies for brick-and-mortar stores to incorporate eCommerce elements and vice versa:
Brick-and-mortar stores
Learn how to go about making a website: Create a user-friendly website with a website builder or join online marketplaces to reach more customers.
"I built our website in less than a week. Prior to Strathcona Spirits, I worked in eCommerce and online communications, so I knew what I wanted. I didn’t want an eCommerce site that was clunky and difficult to update, where the smallest change required a developer. This was a lean startup so we wanted to have a website that we could easily update ourselves, or delegate to an employee to update, in a really simple and time-efficient way. So that's how I decided on Wix." - Andrea Shubert, co-founder of Strathcona Spirits
Use social media: Engage with customers on social media platforms to drive traffic to both your physical and online stores.
Offer online ordering with in-store pickup: Combine the convenience of online shopping with the immediacy of in-store pickup.
eCommerce businesses
Optimize for mobile shopping: Ensure your online store is mobile-friendly, as many consumers shop on their smartphones. Wix supports high-performance eCommerce operations for growing online stores.
Consider physical touchpoints: Explore pop-up shops or partnerships with physical stores to create a tangible brand presence.
Leverage local delivery services: Provide fast, local delivery options to compete with the instant gratification of in-store shopping.
Read more:
eCommerce vs. brick-and-mortar stores FAQ
Is eCommerce cheaper than running a physical store?
eCommerce usually has lower upfront and ongoing costs because there is no rent, in-store staff or utilities, though you still pay for a platform, payment processing, shipping and marketing. A physical store carries higher fixed costs but avoids shipping fees and can drive more impulse purchases.
Do I need a physical store to sell online?
No. You can run a fully online business with just an eCommerce website and no physical location. A store is optional and mainly worth it if your customers value seeing or trying products in person or you want a local presence.
Which is more profitable, eCommerce or a physical store?
Neither is automatically more profitable because it depends on your margins, product type and costs. eCommerce can scale to a wider audience with lower overhead, while a physical store can earn strong local margins through higher-priced or impulse purchases. Many businesses maximize profit by running both.
What are the main drawbacks of selling online instead of in a store?
Shoppers cannot touch or try products before buying, you take on shipping and returns, and you need marketing to drive traffic since there is no passing foot traffic. Clear photos, detailed descriptions and easy returns help close that gap.
