# Click and mortar: what it is and how it works · Zorraquino
> Click and mortar is a business model that combines physical shops with online sales, integrating both channels.
URL: https://www.zorraquino.com/en/dictionary/internet/click-and-mortar.html

# Click and mortar

Click and mortar is a business model that combines physical shops with online sales, integrating both channels

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The phrase plays on brick and mortar (physical retail) and click (e-commerce). It can arise from a traditional retailer opening an online shop or from a digital brand opening its own stores.

Its value lies in integration: buying online and collecting in store, returning online purchases to a shop, or checking stock at each location. When that integration covers every touchpoint and the experience is seamless, it is called omnichannel; if channels operate separately, it is closer to multichannel.

Also known as

clicks and mortar, bricks and clicks

Topics

[Technology and data](https://www.zorraquino.com/en/dictionary/category/tecnologia-y-datos)

## Related concepts

- [Brick and mortar](https://www.zorraquino.com/en/dictionary/internet/brick-and-mortar.html)
- [Omnichannel](https://www.zorraquino.com/en/dictionary/digital-marketing/omnichannel.html)
- [Multichannel marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/multichannel-marketing.html)