Some consumers like online shopping, while others do not. What determining factors determine their decisions about the purchasing channel? In this paper, we provide some of our experiences to help a new entrant in the retail industry choose the best operational sales channel between Ecommerce and Brick & Mortar to increase sales. In order to better understand the concept of customers selecting their preferred channel for purchases, this study reviews the literature. We build the framework using statistical models, factor, and discriminant analyses. brick and mortar retailers expect vendors to compete with online/ecommerce retailers The key findings of our study indicate that there aren't many characteristics that distinguish brick-and-mortar stores from internet ones. Understanding the elements that could successfully divide the group and influence a consumer's decision about the purchase channel is vital. The study will assist company owners in comprehending and managing what concerns customers the most.

Online shopping, Retailers, Retail Store, Sales, consumer buying behaviour.