{"id":680377,"date":"2026-01-07T00:00:00","date_gmt":"2026-01-07T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=680377"},"modified":"2026-01-07T13:08:07","modified_gmt":"2026-01-07T13:08:07","slug":"how-online-to-offline-strategies-are-reshaping-retail","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/01\/07\/how-online-to-offline-strategies-are-reshaping-retail\/","title":{"rendered":"How online-to-offline strategies are reshaping retail"},"content":{"rendered":"<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"> ? <strong>From URL to IRL:<\/strong> The digital and physical spheres are no longer running in parallel \u2014 they\u2019re crossing paths. In the modern commerce landscape, social media and e-commerce platforms have evolved from optional add-ons into essential engines for growth and ROI. Feeding this convergence are online-to-offline (O2O) strategies. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>What exactly is O2O?<\/strong> If you have ever opted for \u201cclick-and-collect\u201d (buying online and picking up in-store) or returned an online order to a physical branch, you have engaged with an O2O strategy. The goal is simple: capture the consumer\u2019s interest via digital channels and incentivize them to complete the transaction \u2014 or experience the service \u2014 at a real-life brick-and-mortar location. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The concept first came to light some two decades ago alongside the initial <\/strong><strong>e-commerce boom <\/strong>\u2014 born out of traditional retailers\u2019 <a target=\"_blank\" href=\"https:\/\/www.mdpi.com\/2071-1050\/14\/13\/7842\" style=\"\" rel=\"noopener\">fears of losing market share<\/a> to their digital-native counterparts. While traditional commerce still accounts for roughly <a target=\"_blank\" href=\"http:\/\/researchgate.net\/publication\/385197287_The_Effect_of_E-Commerce_on_Traditional_Retail_A_Comparative_Analysis?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6Il9kaXJlY3QiLCJwYWdlIjoiX2RpcmVjdCJ9fQ\" style=\"\" rel=\"noopener\">70%<\/a> of the global retail market, mobile commerce has made significant inroads. Global m-commerce sales are projected to hit <a target=\"_blank\" href=\"https:\/\/www.statista.com\/statistics\/534123\/e-commerce-share-of-retail-sales-worldwide\/\" style=\"\" rel=\"noopener\">USD 10.4 tn by 2028<\/a>, up from USD 7 tn in 2024.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>What looks like a business model is actually a marketing strategy<\/strong> that aims to provide a seamless digital experience that makes the decision to visit a store easier for consumers. This approach rakes in the dough by simply driving foot traffic. Once customers are in, they\u2019ll likely add a few more things to their cart. Retail giants like Zara and Nike leverage O2O to streamline the logistics of returns and exchanges. By allowing customers to return online orders in-store, they maintain a physical touchpoint with the consumer. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Case in point:<\/strong> Amazon\u2019s 2017 USD 13.7 bn acquisition of Whole Foods remains <a target=\"_blank\" rel=\"noopener\">the gold<\/a><a target=\"_blank\" rel=\"noopener\">standard<\/a> for O2O integration. The e-commerce giant linked its digital ecosystem \u2014 particularly Prime \u2014 to physical grocery aisles, offering exclusive in-store discounts to Prime members.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Why does it work<\/strong><strong>? Consumers are overwhelmed.<\/strong> With most social media platforms and websites now being a mess of endless ads, a physical storefront may provide a break from all the noise \u2014 and some clarity. Brands that do both? Bingo. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Why this matters:<\/strong> For digital-native SMEs and startups, O2O offers a path to credibility. It could be as simple as participating in local bazaars, pop-ups, or exhibitions, which allows customers to touch and feel the product, building the trust necessary for a brand to eventually scale into a permanent physical location. That\u2019s exactly what up-and-coming coffee label ReQaf did, and it paid off: \u201cIt\u2019s like having coffee with an old friend... it encourages us to think outside the box,\u201d ReQaf CEO Aly Khattab told EnterpriseAM. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>That said, while O2O is indeed a powerful growth lever, the move from offline to <\/strong><strong>online isn\u2019t always mandatory.<\/strong> Some brick and mortar businesses with a loyal customer base may find that the costs of digital expansion outweigh the benefits. O2O works both ways, too. At times of economic uncertainty, consumers go the long way to find value \u2014 enter <a target=\"_blank\" href=\"https:\/\/www.investopedia.com\/terms\/s\/showrooming.asp\" style=\"\" rel=\"noopener\">showrooming<\/a>, the inverse of O2O, whereby consumers visit physical stores solely to test products, only to buy later at a lower price online, often from a competitor. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The bottom line?<\/strong> Diversify, understand your consumer, and adapt. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What looks like a business model is actually a marketing strategy to drive footfall<\/p>\n","protected":false},"author":1,"featured_media":680378,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8312],"tags":[199,633,638,3877,338,639],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-680377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","tag-e-commerce","tag-enterprisepm","tag-for-your-commute","tag-marketing","tag-retail","tag-technology","wpautop","entry"],"acf":{"mongo_id":"f17a157a-bcb5-4591-9119-e1528d88b2c0","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/5\/230.jpg","photo_position":"above","homepage_title":"","full_issue_title":"How online-to-offline strategies are reshaping retail","related_issue":[680372],"teaser":"What looks like a business model is actually a marketing strategy to drive footfall"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How online-to-offline strategies are reshaping retail - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2026\/01\/07\/how-online-to-offline-strategies-are-reshaping-retail\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How online-to-offline strategies are reshaping retail\" \/>\n<meta property=\"og:description\" content=\"What looks like a business model is actually a marketing 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looks to tax the living daylights out of social media ads, e-commerce players: The Finance Ministry is moving ahead with plans to impose a mix of VAT, income, stamp, and development taxes on social media and e-commerce platforms and internet search ads, a senior government official told Enterprise.\u2026","rel":"","context":"In &quot;Speed Round&quot;","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2019\/2\/2118.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":648905,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/04\/14\/the-collapse-of-retail\/","url_meta":{"origin":680377,"position":1},"title":"The collapse of retail","author":"enterpriseam admin","date":"14 April 2017","format":false,"excerpt":"There\u2019s more than Amazon behind the meltdown of retail in the United States over the last two years, and if you\u2019re doing retail in Egypt, you need to read this: Bankruptcies, store closures and liquidations in retail in the U.S. are partly due to online shopping, writes The Atlantic\u2019s Derek\u2026","rel":"","context":"In &quot;SPEED ROUND, THE WEEKEND EDITION&quot;","block_context":{"text":"SPEED ROUND, THE WEEKEND EDITION","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round-the-weekend-edition\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":645016,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/07\/10\/the-number-of-online-shoppers-in-the-middle-east-grew-6-between-2013-17\/","url_meta":{"origin":680377,"position":2},"title":"The number of online shoppers in the Middle East grew 6% between 2013-17","author":"enterpriseam admin","date":"10 July 2017","format":false,"excerpt":"The number of online shoppers in the Middle East grew 6% between 2013-17, says Pricewaterhouse Cooper\u2019s latest 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With around 29% of Middle East consumers now shopping online each month, the region\u2019s retail sector is undergoing some \u201cgame changing developments\u201d that are giving rise to numerous opportunities.\u2026","rel":"","context":"In &quot;Speed Round&quot;","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":624909,"url":"https:\/\/enterpriseam.com\/egypt\/2018\/09\/23\/physical-retail-isnt-dead\/","url_meta":{"origin":680377,"position":3},"title":"Physical retail isn\u2019t dead","author":"enterpriseam admin","date":"23 September 2018","format":false,"excerpt":"Wait, physical retail isn\u2019t dead? The death of brick-and-mortar retail is effectively \u2018conventional wisdom\u2019 in many circles \u2014 but if you read closely enough, it\u2019s clear that the future of retail is \u201cclicks-to-bricks.\u201d Online retailers are opening physical stores (and sometimes using them to showcase collections that haven\u2019t yet been\u2026","rel":"","context":"In &quot;What We're Tracking Today&quot;","block_context":{"text":"What We're Tracking Today","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-today\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2018\/9\/1870.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":601543,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/03\/04\/online-fashion-store-namshi-coming-to-egypt\/","url_meta":{"origin":680377,"position":4},"title":"Online fashion store Namshi coming to Egypt","author":"enterpriseam admin","date":"4 March 2019","format":false,"excerpt":"Online fashion store Namshi is coming to town: Dubai\u2019s Emaar Malls\u2019 recently acquired e-commerce fashion platform Namshi is eyeing expanding into Egypt, CEO Hosam Arab told Wamda. The GCC-based giant \u2014 with its collection of well-known brands such as Nike, Calvin Klein, Adidasm and Forever 21 \u2014 is hoping 10%\u2026","rel":"","context":"In &quot;Speed Round&quot;","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2019\/3\/293.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":604585,"url":"https:\/\/enterpriseam.com\/egypt\/2018\/12\/06\/valu-to-extend-its-services-to-more-online-shoppers-in-egypt\/","url_meta":{"origin":680377,"position":5},"title":"valU to extend its services to more online shoppers in Egypt","author":"enterpriseam admin","date":"6 December 2018","format":false,"excerpt":"EFG Hermes Finance\u2019s valU is in talks with six e-commerce companies to extend its payment-on-instalment services to more online shoppers, EFG Finance CEO Walid Hassouna said, according to Al Mal. The company expects items purchased online to account for 10% of next year\u2019s sales. He added that the company was\u2026","rel":"","context":"In &quot;Banking + Finance&quot;","block_context":{"text":"Banking + Finance","link":"https:\/\/enterpriseam.com\/egypt\/category\/banking-finance\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/680377","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=680377"}],"version-history":[{"count":1,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/680377\/revisions"}],"predecessor-version":[{"id":680400,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/680377\/revisions\/680400"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/680372"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/680378"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=680377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=680377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=680377"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=680377"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=680377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}