Offline Meets Online

In the ever-changing landscape of today's business world, Small to Medium Enterprises (SMEs) engage with the task of adjusting to shifting consumer preferences and technological advancements. Responding strategically to this dynamic, the Brick and Click business model, which combine physical and online retail channels, has emerged. This research offers a comprehensive examination of the rationale for SMEs to adopt Brick and Click business model. Utilizing a qualitative method, data were collected through interviews with five SME owners. The findings reveal that this hybrid model was choosen by the SMEs for preservation of quality, optimized resource use and waste reduction, extended consumer reach, alignment with technological trends, and enhanced business efficiency. The present study then illustrates how those considerations further shape SME’s competitive edge in the industry.