# Pure play: what it is and how it works · Zorraquino
> A pure play operates in a single channel or line of business; in retail, a company that sells only online, with no physical shops.
URL: https://www.zorraquino.com/en/dictionary/internet/pure-play.html

# Pure play

A pure play is a company that operates exclusively in a single channel or line of business; in retail, one that sells only online, with no physical shops

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

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## What it is and how it works

In digital business it refers to shops and brands born online that run their entire customer relationship through a website or app. Doing without premises can cut some fixed costs and makes it possible to reach geographically dispersed customers, although it requires investment in logistics, customer service and acquisition.

In finance, “pure play” also describes a company focused on a single business. It contrasts with the brick-and-mortar model, physical only, and click-and-mortar, which combines both. Several brands that began as pure plays, Amazon among them, later opened physical spaces. The related term dot-com became associated with the bubble of the early 2000s.

Also known as

Pure player, Digitally native business

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)
- [Click and mortar](https://www.zorraquino.com/en/dictionary/internet/click-and-mortar.html)
- [Dot-com](https://www.zorraquino.com/en/dictionary/internet/dot-com.html)