Brick-and-mortar shopping has its advantages - it's difficult to replicate the in-person experience and actually touch a product before purchase. The digital shopping experience has its advantages - the ease of shopping from your couch is unmatched.

Now, there's hybrid commerce, which brings the best of both experiences together in one holistic package.

Hybrid commerce refers to the integration of online and offline retail channels, creating a seamless shopping experience. It combines the convenience of online shopping and the personalized experience of physical stores.

Customers can browse products online, make purchases from the comfort of their homes, and also have the option to pick up their items at a physical store.

Hybrid commerce is still fairly early in adoption as 27% of shoppers list it as their preferred method.

However, that same study found 36% of Gen Z shoppers listed it as their primary choice, showing that it's a growing trend with younger buyers.

For ecommerce platforms and online stores, hybrid commerce offers new opportunities to reach new audiences.