Bricks and Clicks.The right balance between virtual and physical stores

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The paper explores the necessity for traditional brick-and-mortar businesses to establish an online presence in response to the growing significance of E-Commerce. It examines the challenges and strategies involved in integrating an additional sales channel through the Internet, highlighting the importance of adapting to changing market dynamics. The work is grounded in business economics and reflects insights from a course on E-Commerce at Shanghai University, emphasizing the evolving landscape of marketing in the digital age.