There seems to be a lot of inflated hype surrounding e-commerce, perhaps originating from the companies standing the most to gain from its success. While the technological revolution has been fast, it hasn’t been that fast. E-commerce will continue to grow, but its relevance will also continue to be unevenly distributed among businesses.
We’ve all heard the stories about catastrophic online competition bankrupting businesses everywhere. When you examine the details of these cases, they’re mostly involving stores with bad business models that stood little chance regardless of e-commerce joining the fray.
Thus e-commerce is simply another tool in your belt, rather than a fundamental threat to your stores. In fact, contrary to all the buzz, having brick-and-mortar stores is quickly proving itself to be your greatest 21st century competitive advantage in running an e-commerce business. In fact, there are seven prominent advantages to having a brick-and-mortar store.