A business strategy/model wherein a company combines the traditional retail outlets (referred as bricks) with online commerce (referred as clicks). It is also known as Click and Mortar strategy. An addition to this strategy/model is ‘flips’ i.e. catalogs.

Many supermarkets are commonly using the clicks and bricks model. For example, Tesco combines its retail stores and is also focusing on online shopping (Tesco.com) to differentiate itself from its competitors. Tesco has been very successful with its offline and online strategy.

Alternatively, some like Threadless.com, a T-shirt Web site and clothing startups like Lucy.com and Delias.com are moving/have moved from online to offline i.e from clicks to bricks. This is also referred to as a shift from e-tail to retail.