A Brick-and-mortar business to Click-and mortar transition requires the investigation of all companies, regardless of size or magnitude. It is well known that most of the business magazines devote considerable attention to DOTCOM companies. This term is widely used to describe startups which emphasize the use of the Internet and its technologies to provide new services or re-invent traditional commerce methods. A big chunk of these startups promote products and services that were available before the industries (and their consumers) could use computers as a global communication tool. In order to avoid being superseded by the DOTCOM waves, Brick and Mortars must take the assistance of the internet.



In order to guarantee their own survival in the rapidly merging internet economy, existing brick-and-mortar companies must leverage their brand recognition, customer base and core expertise while meticulously appraising areas in which the internet can help their business.

It is normal to be skeptical about such a radical transition at first. One might start the Brick-and-mortar to Click-and-mortar transition by selecting an internet development company to partner with his brick-and-mortar business to rapidly add to its skill set and commence the transition. Simply put, brick and mortar businesses must develop a strategic relationship with an internet firm for not only starting the transition process, but also for getting the edge over purely DOTCOM companies. The fundamental business shift is also imperative in this situation. According to the experts, changing the flow of information changes the business model and the way one leverage that information implies that the previous structures and processes have to change, sooner or later. For instance, manufactures previously did their shipping from the warehouse backdoor and only worried about how many palettes got out in old times.

If internet enabled companies are able to create the continuous-move (a term used by logistics experts where shippers pick up goods along their routes), those companies can cut shipping costs significantly.

Redefining business relationship is another crucial thing do for getting a transition from Brick-and-mortar to Click-and-mortar. With the change of business-to-business metrics and the similarity of the products (via online exchanges, commoditization of products and transparent pricing), factors like getting something at the right time, and at the right cost have become absolutely important. Therefore, one should create a solid system for decision support in order to monitor how well his company is doing according to its own metrics. Although there is a risk that that current brokers and distribution channels may not understand the challenge of doing business in the new way, Click-and-mortar opens the way gate for creating new channels and one should make the most of out of this opportunity when the transformation phase begins.

Most importantly, one should move fast and create shareholder value, not yielding to the thought of making mistakes. It is not very easy to get the transition from Brick-and-mortar and Click-and-mortar. However, one must take the initiative to do so if he wants to compete with others successfully in any field of business.