Tom Doctoroff
Jul 27, 2017

O2O in China: West, take note

The explosive phenomenon that is online-to-offline retail in China may not translate directly, but there are plenty of lessons to learn.

Mobile munchies: Baskeball star Kobe Bryant endorses foodie app Ele.me, which tracks its delivery bikes by GPS.

The explosion of online-to-offline’ O2O strategies is a phenomenon in China. But the fusion of reassurance and inspiration offered by best-in-class O2O should be embraced in the West, particularly given the decline of brick-and-mortar sales in the US and Europe.

First, definitions. O2O is a practice that draws potential customers from online channels to physical stores, or vice versa. For example, click and collect’ involves goods that are ordered from a store’s website and collected...

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