Exploring the benefits of digital-Native e-tailers expanding their presence offline

Abstract

Digital-native brands are currently expanding offline to brick-and-mortar. The purpose of the Work Project is to explore how the expansion from online to offline is managed, understanding the business strategies under this trajectory and the benefits that come with it. Thus, the present report provides a multi-case analysis of three brands–each one representing a key business model adopted by the digital-first brands, namely Direct-to-Consumer, E-commerce Platforms, and Collaborative Consumption Platforms. The main research insights are presented in two segments: firstly, the benefits of expanding offline according to each business model; and, secondly, general benefits covering the three models.