Introduction
In the modern era, an increasing number of customers shop both offline and online. For instance, the biggest standalone shopping day, Black Friday is increasingly sharing sales with a number of online counterparts such as Cyber Monday. According to some scholars such as Alan Charlesworth (3) argues that multichannel marketing is a very good example of synergies. And most business organizations are of the opinion that offline and online channels complement each other. Yet academic research has established little evidence to support such arguments. Advancements in technology have created a new buzz by revolutionizing the manner in which the selling and buying of services and goods on the internet functions. After the increasing growth of the internet, most of the businesses decide to choose the click and mortar so as to increase their profitability and see to it that they are able to survive in stiff competition. In recent years, most countries around the globe have experienced an increase in e-commerce and online shopping because of the increasing number of individuals who use the internet and the increasing awareness among business customers and the community about the opportunities present in the future. However, some research works such as Wang Kitty, and Avi Goldfarb offers contradicting opinion by indicating that because of confusion in pricing, dissatisfaction in the delivery process, lack of trust, and uncomfortable payment method, most individuals tend to prefer offline shopping relative to online shopping. Yet, since there are many scopes in relation to improvement when it comes to e-commerce, it is imperative to note that in locations where a business brand did not possess a robust presence, it is acknowledged that the opening of an offline store tends to increase the online browsing and sales which is an indicator that online and offline shopping complements each other.

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The Complementary and Impact between Online Stores and Physical Stores
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Ashutosh Singh