It may seem counterintuitive to open a physical shop when online shopping still accounts for roughly a quarter of all UK retail sales and high-street footfall has yet to return to pre-pandemic levels. Yet a growing number of digital-first brands are doing exactly that. The “clicks to bricks” movement is gaining ground as retailers look to deepen customer relationships, reduce returns and create immersive brand experiences that a website alone cannot deliver.
UK brands such as Boden and Joe Browns have tested high-street outlets, while Gymshark opened its flagship London store and online grocers have expanded into click-and-collect hubs. Even Amazon has explored physical retail, trialling checkout-free Amazon Fresh stores in the UK and using its Whole Foods acquisition in the United States to learn about in-store behaviour. With commercial rents in many town centres still below 2019 levels and landlords increasingly offering flexible leases, there are genuine opportunities for established e-commerce businesses. But opening a shop is costly and risky compared with trading online. Here are four practical tips for a smoother transition.
Establish market need
Your online audience is not the same as your local audience. Research by the British Business Bank suggests that a lack of paying customers is one of the most common reasons UK start-ups fail, and the risk is just as real when you expand into a new postcode. If your online following is a narrow niche, you will have to work hard to turn your store into a destination. For a broader customer base, passing trade matters more.
Before you sign a lease, stand outside each shortlisted location and observe the footfall at different times of day and week. Note the age, style and shopping behaviour of passers-by. Then speak to them: a short clipboard survey asking whether they would buy your product locally, how often they shop on that street and what would encourage them to return. Combine this with free local data from the Office for National Statistics and your council’s business intelligence team to check demographics, competition and planned developments. Do not rely on instinct alone.
Learn from your online analytics
One of the biggest advantages of moving from clicks to bricks is that you already know a great deal about your customers. E-commerce forces you to track conversion rates, average order values, best-selling products, return rates and the marketing messages that drive sales. Use that insight to shape your physical offer before you commit to rent, rates and retail staff.
Start by segmenting your data into what matters for a shop versus what matters for a website. Page speed, mobile UX and checkout flow remain online concerns; product mix, pricing, promotions and visual merchandising become store priorities. Your online brand testing can also guide in-store design: the colour palettes, typography and tone of voice that resonate digitally are likely to work in your fittings and signage too. If certain products are returned frequently, use the store as a chance to let customers touch, try and compare them before buying.
Give yourself some runway
A profitable e-commerce business gives you a stronger negotiating position with landlords, lenders and investors. It also provides a cash cushion while the store finds its feet. Physical retail carries costs that online sellers rarely face: rent, business rates, service charges, shop fitting, licences, insurance, staff, training and stockholding. Depending on location and fit-out, the upfront investment for a small UK shop can easily range from £50,000 to £100,000, with working capital needed on top.
Build a detailed 12-month cash-flow forecast that assumes lower-than-expected sales for the first three to six months. Include a contingency of at least 10–20% for repairs, delays and seasonal dips. If you need funding, explore options such as a Start Up Loan, regional growth fund or bank loan backed by your trading history. Be transparent about how the shop complements your online revenue rather than replacing it.
Establish a local digital marketing presence
Your brand already exists online, but your shop needs its own local digital identity. National social campaigns will not necessarily bring people through the door. Instead, focus on local search. A large share of Google searches have local intent, and many users check reviews, opening hours and photos before visiting a business. Claim and fully populate your Google Business Profile, and keep it updated with posts, offers, images and prompt replies to reviews.
Encourage happy customers to leave reviews on Google and other relevant platforms. Make sure your name, address and phone number are consistent across your website, directories and social profiles. Consider local partnerships, events and geo-targeted ads to build awareness in your immediate area. Social media can support your launch, but it should be part of a wider local strategy rather than the main source of footfall.
Moving from clicks to bricks is not a step backwards; it is a way to meet customers where they are. With careful research, a clear financial buffer and a strong local marketing plan, your online business can become a genuine high-street presence.
