In order to differentiate their brand from the clutter of online brands, some e-tailers are setting up shops offline.
According to property consultant JLL India, Pepperfry is the latest to go 'hybrid'. The furniture portal recently leased a 1,800 sq ft space at Linking Road, Santacruz.
Moreover, Lenskart, an Indian eyewear brand that started online, has lately opened up stores in retail malls.
Besides, online travel firm MakeMyTrip has opened over a dozen stores.
"The biggest nightmare for every online seller is to deal with a shopping cart abandonment rate of 70-80 percent. The sweet spot is to be in a middle zone where, online sellers connect with actual customers and also promote their products in multiple avenues. Expect this trend to continue in times ahead," JLL India Chairman and Country Head Anuj Puri said.
According to experts, companies are realising that for a lot of product segments like apparel, spectacles and jewelry, customer acquisition can increase with a physical store.
Moreover, it also helps in creating more brand awareness.
"The reality is e-commerce is still a fraction of overall retail and is going to be this way for quite some time. That's why companies getting into it want to ensure that they increase their reach by setting up physical retail outlets as well," said Divyan Gupta, Founder & CEO of, a luxury e-commerce brand for decors and lifestyle products.
Having a physical outlet separates a brand from the competition and allows consumers to get a real feel.

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