Online, In-Store Or Both? Which Option Is Best For Your Business?
Deciding where to base your business and how to sell products and services are key decisions for company owners. Whether you’re in the development and planning phase or growing an established brand, it’s crucial to think about what’s best for your business. In this guide, we’ll discuss selling online, in-store and combining the two.
Online sales
Online shopping is booming. In 2025, over a third of consumers shopped online weekly. This figure is expected to rise in 2026. As a retailer or business owner, there are incredible benefits to selling goods online. You can save on rent, cater to customer preferences, reduce running costs and save buyers time, money and effort.
Although there are clear benefits, setting up an online store is not always as simple as it may seem if you’ve watched video tutorials or read about overnight success stories on social media. While getting a website up and running may be relatively quick and easy, there’s a lot to think about as an online store owner. You’ll need to consider how you’re going to generate traffic, create and convert leads and boost sales, how you’ll process payments and orders and how you’ll send products to your customers. You’ll also need to ensure your store is accessible and promote your brand. If people don’t know about your business or they can’t find your website or social media pages and content, you’ll struggle to make sales.
In-store sales
Opening a store is an exciting prospect, but it comes with risks. The outlay in terms of capital is likely to be much higher than with an online store. Choosing a location is perhaps the most important decision. It’s critical to think carefully about where you want to be based on what you sell, who you’re trying to attract and how people travel to or find you. You may benefit from being in the centre of town within pedestrianised areas or just outside with easy reach to transport links to save money if you don’t need to be at the heart of the action. Working with traffic engineers, conducting market research and analysing data linked to existing stores and local businesses can help you pinpoint suitable locations. It’s important to make decisions with your target buyer in mind. You want to maximise the chances of store visits and purchases.
Online and in-store
More and more businesses are offering consumers a choice when it comes to how and where they buy products. You can do this by running physical and online stores simultaneously or by using services and features, such as click and collect. This gives people the option to browse and order online and pick up their orders at a convenient location. Offering both options caters to varied consumer preferences while making it easier for people to shop. Giving your customers options can help you outshine competitors and create positive impressions.
Deciding what’s best for your business
There are pros and cons to selling products in-store, online and offering both options. It’s beneficial to weigh up the advantages and disadvantages for your company before making a decision. Explore possible locations, calculate costs and potential cost savings, analyse data to find out more about how your target customers shop and what they prefer and see what your competitors are doing. It’s wise to make decisions based on your budget, business objectives and target audience.
Online shopping is booming, but many people still enjoy going into a physical store. Increasingly, brands are offering their customers a choice or the option to combine virtual and in-store shopping experiences. If you’re launching a business or considering a new direction, it’s beneficial to explore all the options available to you and think about your budget, your ideal customer and your business goals.