The most visible development in the business world of today is the increased use e-commerce. Introduction of e-activities has gravely influenced the consumer buying behaviour across the globe. Organisations that are still left behind in the pursuit of advanced technological development of the business world are threatened by the exceptional success and dominance of e-commerce based organisations. Corporate multinationals on the other hand are intellectually utilising the brick and click method to keep themselves equally discernible in both arenas.
Having their humungous visibility in the marketplace and obvious high street presence, organisations like Tesco, Staples, Nike, and Debenhams etc. are developing their exquisite impression in consumer’s minds. Moreover, the high street presence combined with online existence develops the consumer’s sense of reliance upon the organisation. Followed by the progression of the subject matter, two fundamental approaches are discussed concerning the brick and click organisations; one is a pro-click while the other is anti-click approach.


The pessimist approach argues that the online buying behaviour is negatively influencing the health and social activities of people. Online shopping has made it easier for consumers to buy with the ease of a click however; it is developing a sluggish attitude which may have unnoticed but long-term impact on their bio-psychosocial health. 2 Furthermore, the pessimists also suggest that since consumers are getting more inclined towards online banking and shopping therefore, the high street majority of the customers choose to discontinue visiting the high streets then the presence of brick entities become meaningless. 2 Decline in the demand of high street shops may considerably enhance unemployment rate and may also dreadfully impede the economic growth.


The optimists are in favour of promoting click-culture as it not only benefits the organisation in terms of reduced hassles but is equally advantageous for consumers because of the ease it offers. The lifestyle today, has become increasingly speedy and consumers have been observed complaining about the lack of time. 4 The click-culture offers them thousands of options within few clicks and also provides an additional opportunity to compare the price and quality of the products at the same time. The adoption of e-commerce is considered to be time and money saving option which pulls-in considerable amount of traffic to the online websites. 3 The optimists also argue that despite of criticising the online shopping opportunities, the brick-organisations need to work on the betterment of the services and must focus on designing creative marketing strategies to retain their consumer base. Moreover, the optimists also suggest adopting brick and clicking culture which may also enhance the business opportunities.


The high profile and multinational organisations recognize the significance of market presence and therefore, they are investing in high street visibility and equally empowering their position on the web. 5 The consumers today have diversified buying behaviours depending upon their perceived beliefs and convenience factors. Discreet multinational organisations do not wish to lose the opportunity of inviting both segments to develop a strong consumer base. The balancing of brick and click at the same time enables the organisations to gain competitive advantage and also develops enhanced business opportunities in terms of promoting themselves outside the limitation of geographical boundaries. 6 Furthermore, the fierce competition in the business world has compelled the organisations to think beyond and thereby, the concept of manipulating the consumer psychology and sentiments have been designed. Numerous studies suggest that the buying behaviour of customers is increasingly influenced by their sentiments towards a specific brand. 8 The corporate organisations target the consumer psychology by consistently approaching them through every resourceful means and internet and e-commerce have enabled the organisations to invade the household of almost every common man. 7 By maintaining a balance between brick and click, the organisations has also succeeded in their 24/7 availability that eventually benefits the consumers and also maximises their profit margin.


Internet and e-commerce has developed a new facet of the trade industry coupled immense market opportunities, unlimited exposure and humungous fiscal benefits. The consistent growth of online trade industry is exceedingly encouraging and luscious for the new-comers in terms of the massive monetary turnovers. Statistics also advocate the e-commerce and e-business culture due to its rising popularity graph amongst the consumers worldwide. 9 It is however significant to note that establishing an e-commerce website may appear to be a convenient option but it primarily involves technical support combined with a well thought-out plan before its commencement as the online competition is extremely aggressive. 9 The initiation of instituting an e-commerce website requires huge investments and creativity to surface as a ground breaking contender however, once the business has been established the prospects and economic returns are absolutely remarkable. Despite numerous fiscal, technological and physical difficulties, the future of e-commerce is inevitable brilliant.10

The societal impacts of e-commerce activities are both positive and negative. Growth in business opportunities, marked exposure in world arena, convenience of shopping and extensive choice of products are some positive attributes of e-commerce. On the other hand, sluggishness, cyber-abuse and less employment opportunities are some negative traits. However, the overall society is benefited by the incorporation of advanced technological mechanisms in the business world.10 The most significant aspects of e-commerce practice are the superior disclosure of innovation and growing awareness about cross-broader business market. Both buyers and sellers are reaping the benefits of scientific innovations that have brought almost everything in

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