What is brick and mortar?

“Brick and mortar” refers to businesses that operate from a real, physical location—like stores, offices, or restaurants—where people can visit, browse, and make purchases in person. It’s the opposite of online‑only or e‑commerce businesses. When someone says “brick and mortar,” they’re talking about places you can touch, try, or talk with staff face to face.

Why does brick and mortar matter today?

Brick‑and‑mortar still matters because people value in‑person experiences—touching products, asking questions, and getting instant help. Despite the rise of online shopping, physical stores remain key for many brands. In fact, retailers that mix online and offline—as part of an omnichannel approach—often attract more customers, offering options like browsing in-store and ordering online for pickup.

What’s the difference between brick and mortar and ecommerce?

Here’s a quick comparison:

  • Brick and mortar: A store with a physical location where customers engage in face‑to‑face interactions.
  • Ecommerce: Sales happen entirely online—through websites or apps—no physical storefront.
  • Many modern businesses follow a bricks‑and‑clicks or omnichannel strategy, blending both models for flexibility and reach.

What are the advantages of a brick-and-mortar presence?

  1. Trust and sensory experience: People often prefer seeing, touching, or trying products in person before they buy.
  2. Customer service: Talking to real staff can help answer questions and build satisfaction.
  3. Convenience and returns: Customers like being able to return or pick up items in-store to avoid shipping or waiting times.
  4. Impulse visits and foot traffic: People walking by can stop in and buy—even without planning ahead.

What are the challenges of running brick-and-mortar?

  • High overhead: Leasing, utilities, staffing, and upkeep add consistent costs regardless of sales volumes.
  • Location limits reach: Foot traffic depends on where the store is located—even a great shop in a quiet area may struggle.
  • Showrooming risk: Some shoppers visit stores to try things out and then buy online for less.

How are brick-and-mortar stores adapting in 2025?

Stores today are evolving, not disappearing:

  • Serving as fulfillment hubs: Many fulfill online orders, manage returns, or offer curbside pickup directly from stores.
  • Elevating the in-store experience: Retailers are redesigning stores as places for discovery and engagement—not just transactions.
  • Adding digital touches: Expect interactive kiosks, augmented reality try‑ons, or tablet-based checkout to bridge online and offline.

Tips for brands and marketers

  • Balance digital and physical channels: Think omnichannel. If you’re running social media or online ads, consider tying them to in‑store experiences like events, pickups, or showroom visits.
  • Highlight in-person benefits: On social media, point out services only available in-store—like personal advice, demos, or exclusive items.
  • Use customer feedback from the floor: Real interactions in-store fuel content ideas, testimonials, and social listening insights.
  • Keep consistency: Make sure your online voice and in-store vibe reinforce each other. That consistency helps build trust and brand identity.

Brick‑and‑mortar isn’t just old‑school—it’s a vital part of how many businesses connect with customers. Even as online shopping grows, the ability to meet face to face, try things out, and feel welcomed in a store continues to matter. Let me know if you’d like social media post ideas or campaigns tied to bridging online and offline!