How a Brick-and-Mortar Store Can Be the Foundation of Ecommerce Success

Everyone needs to realize just how damn lucky we are to live in this digital era. You can literally start an ecommerce business as a side hustle during the evenings until it turns into a full-time gig. Our parents didn’t have this luxury. When they came home from work, they couldn’t launch an online shop. They physically had to open one.

Statistics show the growth of online shopping and ecommerce sales are staggering. According to, the total average ecommerce spend per customer, per year, in the U.S. is estimated to be $1,800. Yet ecommerce sales account for just 8 percent of total retail sales in the U.S. There is still a lot of room for growth when it comes to ecommerce.

Related: 4 Ways Brick-and-Mortar Stores Can Outsell Online Retailers

While starting an ecommerce business seems like a sound business model, there is a lot of synergy between a brick-and-mortar store and an ecommerce shop. According to Retail Touch Points, ecommerce and brick come together to create a seamless omnichannel experience. This makes perfect sense, as 72 percent of young customers researched their options online before actually making it to a store. Two-thirds of customers have made purchases in the past six months that have included multiple channels.

Even though tech savvy folks are fortunate to be able to easily start an ecommerce store, we can learn something from our parents and grandparent’s playbook with a brick and mortal skill set.

Getting my hands dirty. 

During the day, I run a digital marketing agency, The Media Captain. During the evening, I focus on the ecommerce store my family and I built together, DermWarehouse.

I’m fortunate to be able to see what works well for my clients when it comes to selling online and then executing this for our ecommerce skincare store. I also have the luxury of running test campaigns that might be too risky for a client but with my own ecommerce shop, if the idea works, I can carry this over to a client campaign. 

Lowering our cost per conversion. 

Our main channel of selling skincare products is through our website, We launched our site less than four months ago, and while we are steadily growing every single month (again, thanks to Google shopping ads, retargeting ads, and the fact that we started focusing on our SEO a year before our site launched), we have started to realize how important it is to diversify in order to grow bigger, faster. Therefore, we also began to rely on the brick and mortar approach.

The first step we took was to utilize my dad. This business was made possible by the fact that my father is a dermatologist, thus enabling us to sell these professional strength dermatology products in the first place. He has been selling a few skincare brands in his office in Columbus for many years. My sister and I knew we could sell thousands of the products online and ship them throughout the country, which is exactly what we…

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