The Chinese moguls who may revolutionize the way you shop.  O2O a.k.a. online-to-offline retail

O2O isn’t a molecule: It’s online-to-offline retail, a form of shopping that Western megastore chains are increasingly using as a defensive play against the likes of Amazon.

In the age of, the idea of buying things online and picking them up at stores may not seem very exciting. But clearing the way for this type of channel-hopping has allowed a handful of big US retail chains to battle Amazon on its own turf. By letting people pick up goods in a matter of hours after buying them, O2O combines the benefits of online browsing with something closer to instant gratification than the two-day wait for Amazon’s Prime delivery service.


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