Emergence of Online-to-Offline Business Model

Abstract

Online platform businesses are increasingly embracing offline business model around the globe with sizable investment in online-to-offline (O2O) business model. Usually, online platforms have been considered the only option for availing heavy discounts, perfect and customed products, and convenient shopping. However, the O2O business model provided blended facilities with uniqueness in making the payment online while getting real products, with a try-on experience, from the physical stores. Already in practice in developed markets, an O2O model is being increasingly embraced by firms in emerging markets like India. So, following global trends, an increasing number of Indian firms are switching to the O2O business model. This chapter builds on the available literature followed by multiple case study design for exploring the determinants and the dynamics related to the O2O business model adoption. The cases explored in the chapter include Firstcry, Nykaa, and Decathlon. The chapter explores operational and strategic issues which come up during the execution of such business models.