Retailers keep talking about the importance of URL to IRL, meaning blending online and in-store shopping experiences.
But turning this concept into reality raises an important question — how do you integrate e-commerce with in-store retail? Let’s walk through it.
What is integrated e-commerce?
Integrated e-commerce allows brick-and-mortar businesses to connect their physical and online store into one streamlined system.
It ensures that key tools like point-of-sale (POS), inventory management, and customer relationship management (CRM) work smoothly with your online store. This means stock updates, sales, and customer data are always in sync, no matter where the shopping happens.
For customers, this integration removes friction. They can browse online, shop in-store, or choose options like in-store pickup, all while enjoying a consistent and stress-free experience.
So, how can you bring these two worlds together? Let’s look at the main types of integrations that make it happen.
Types of e-commerce and in-store integrations
Bringing e-commerce and in-store operations together offers endless possibilities for improving how customers shop and interact with your brand. Here are three key integration types to elevate your online and offline retail strategy.
Sell online, ship from store
With this model, physical stores also function as fulfillment centers for online orders. Instead of depending on centralized warehouses, stores handle nearby orders, cutting delivery times and lowering costs.
It’s a smarter way to make full use of your inventory, ensuring both in-store and online stock are working together efficiently.
Buy online, pick up in-store
BOPIS acronym, also known as click and collect and curbside pickup, stands for Buy Online, Pick Up In Store. This model gives customers the best of both worlds, because they can shop online and pick up purchases at their convenience from a nearby store.
Click and collect shortens lead times, removes delivery delays, reduces costs, and often leads to additional purchases when shoppers visit to pick up their orders. It’s simple, practical, and beneficial for everyone.
Buy online, return in-store
Returning items doesn’t have to feel like a chore. Integrated ecommerce enables customers to place orders ahead of time and enjoy the convenience of in-store return options, making the process quick and easy.
When using Buy Online, Return In-Store (BORIS), you restock inventory faster and leave customers with a positive experience, strengthening their trust and loyalty.
What's in it for retailers?
Having the right integrations in place can reshape how retailers operate and compete in today’s market with a seamless shopping experience.
Faster deliveries
Using local fulfillment methods like ship-from-store or click and collect can significantly cut delivery times. This means faster service that meets customer expectations for quick turnarounds.
Lower logistical costs
Using store inventory for web orders reduces shipping distances and reliance on centralized warehouses, cutting logistics costs for both online and brick-and-mortar businesses.
Better use of inventory
A connected inventory system ensures all stock, whether in-store or in a warehouse, becomes easily accessible, helps prevent 'out of stock' situations, and increases sales.
Simpler returns
In-store returns for online purchases enhance customer engagement by making things easy for customers. Returned items go straight back into inventory, improving efficiency and minimizing delays.
Eco-friendly fulfillment
Using stores as local fulfillment hubs cuts down delivery distances, and working with fossil-free carriers helps reduce your environmental impact.
Effortless checkout
Real-time stock updates at checkout provide customers with clear information and flexible delivery options, reducing errors and streamlining the overall shopping experience.
In-store tech that actually works
Equipping stores with tools like QR-code scanners, live tracking, and parcel labeling streamlines operations. These tools help staff process orders faster and more efficiently, improving both the behind-the-scenes processes and the overall customer experience.
How to connect physical and online stores
Building a successful integration takes planning, the right tools, and a commitment to customer-centric solutions. So, where should you begin? Let’s break it down.
1. Streamline your inventory
Make your inventory work smarter by connecting it across multiple channels. This way, customers always know what’s available, whether they shop online or in-store. A unified system helps you avoid 'out of stock' frustrations, reduce overstock, and minimize waste.
2. Sync CRM and POS systems
Connect your customer relationship management and point of sale system for a complete picture of your customers’ shopping habits. Use this data to recommend products, offer personalized promotions, and create a consistent experience that feels intuitive and smooth.
3. Add click-and-collect options
Give customers the flexibility to shop online and pick up their orders in-store. This option saves them time, reduces delivery costs, and often encourages additional purchases when they visit the store.
4. Improve checkout and delivery
Make the checkout process quick and easy. Use local fulfillment options like ship-from-store and same-day hyperlocal delivery to give customers faster service. These methods not only streamline logistics but also reduce operational costs and the carbon footprint of e-commerce.
5. Simplify returns
Let customers return online purchases in-store for a faster and easier process. This not only helps you restock returned items faster but also improves customer satisfaction and loyalty.
Need a hand getting started?
Ingrid In-store can help simplify these integrations and support your operations
These omnichannel brands are getting it right
Some leading brands have mastered the art of blending online and in-store retail, demonstrating how thoughtful integration can simplify operations and create better customer experience. Let’s take a closer look at how they’re leading the way and setting the standard for success.
Paul Smith boosts revenue with hybrid inventory
UK's iconic designer brand Paul Smith recognized that its in-store inventory held untapped potential for online sales. By linking their physical stock with their e-commerce platform, they increased revenue by 10%. Online shoppers gained access to the same inventory as in-store customers, reducing missed sales and speeding up order fulfillment.
"Before Ingrid, we spent too much time managing carriers and building missing parts ourselves. Now, we have the tools to be self-reliant, adapt quickly to meet customer expectations, and focus on more productive, high-impact tasks."
Hannah Bennett, Head of Digital, Paul Smith
Increasing sales is just one piece of the puzzle. The real win comes from building a system that makes it easy for customers to find exactly what they need. Paul Smith’s strategy proves that linking sales channels can drive efficiency and profitability.
Paul Smith increased weekly revenue by 10% with in-store fulfillment
Nudie Jeans combines sustainability with efficiency
For Nudie Jeans, sustainability is at the heart of everything they do. By connecting their physical stores with their online operations, Nudie Jeans transformed stores into local fulfillment hubs. This shift reduced their carbon footprint and allowed them to deliver online orders directly from stores to customers in five markets.
"Our 'slow but fast' delivery approach in the Netherlands, United Kingdom, Australia, Germany, and Sweden has been growing."
Victor Sjöstedt, Supply Chain Coordinator, Nudie Jeans
He adds: "The delivery speed has been a great add-on for our customers, but we don't mention 'same-day-delivery' in the checkout process. Instead, we emphasize that it's 'bike delivery' and 'fossil-free."
Their approach highlights how integration can align logistics with a brand’s values. By cutting emissions and maintaining speed, Nudie Jeans shows that businesses can prioritize the planet without compromising performance.
Nudie Jeans delivers online orders store-to-door in five markets
Next-gen retail driving the shift
Shoppers want faster service, more convenience, and personalized experiences. Retailers are embracing new strategies to stay relevant. Here’s a closer look at what’s shaping the future of retail.
Micro-fulfillment for speed and savings
Micro-fulfillment transforms physical stores into local hubs for fulfilling online orders. This reduces delivery times, cuts logistics costs, and keeps up with the demand for speed.
By using store inventory to fulfill nearby orders, brands can avoid the need for large warehouses. It’s not just faster — it’s smarter and more sustainable.
Omnichannel blends online and in-store
Today’s shoppers want flexibility, whether they’re browsing online or visiting a store. Omnichannel retail bridges the gap, delivering a connected and consistent shopping experience across every channel. Here's an example.
Buy Online, Pickup In-Store (BOPIS)
Customers order online and pick up at a nearby store.
Buy Online, Return In-Store (BORIS)
Customers can return online purchases at physical locations for convenience.
User-friendly CX
A smooth customer experience (CX) is now a standard expectation. Every step, from browsing to checkout, should be easy and intuitive for shoppers. Here’s what creates an effortless experience.
Personalization
Use CRM data to offer targeted promotions and personalized product recommendations.
Convenience
Provide options like click and collect or same-day delivery to meet customers’ needs on their terms.
Sustainability
Show you care by working with eco-friendly carriers or adopting greener practices across operations.
Where e-commerce meets in-store retail
More than a trend, blending in-store and online shopping is a strategic move reshaping how customers shop. It’s not about adding features for the sake of it but making the experience smoother and more practical.
Bringing these two worlds together helps retailers manage inventory, speed up deliveries, and offer customers more flexible ways to shop and return. It’s a straightforward approach that actually works.
