“Bricks to Clicks”: How Traditional Shops Can Sell Online

Spend five minutes chatting with any small business owner in a regional town and you’ll hear the same line: “Why would I bother selling online? I’ve already got loyal customers.”

It’s a fair question. But here’s the reality – that loyal base won’t stay the same forever. More and more people are switching to online shopping, and while your shopfront might feel steady today, the ground is shifting under your feet.

The choice isn’t about abandoning your shop; it’s about keeping pace with where your customers are heading and making sure they can still buy from you when they decide to shop online.

Your Customers Are Already Online

Here’s the harsh reality – your customers, even the loyal ones, are already scrolling through online shops at night while sitting in front of Netflix. They may love you, but if they see the same product online for the same price with free shipping, well… loyalty only goes so far.

An online store doesn’t replace your shop – it extends it. Think of it as leaving your doors open 24/7 without having to stand behind the counter all night. You’re giving people a way to buy from you when you’re closed, when it’s raining, or when they’ve just realised at 11pm that they’ve run out of printer ink.

Competing Against the City Giants

“Yeah but, mate, I can’t compete with big city prices.” True. But here’s something the big end of town doesn’t have – you. Your local knowledge, your customer service, your ability to say, “Hey, Dave, that thing you’re buying? It’s not the right one for your mower. Let me sort you out.” That personal touch translates beautifully online.

Write product descriptions that sound like you, not like a robot. Add a personal note in your parcels. Offer click-and-collect for locals. Suddenly, you’re not competing on price – you’re competing on experience. And you’ll win that race every day of the week.

The “Can’t Be Bothered” Excuse

Look, setting up online does take effort. But so did opening your shop in the first place. Did you throw your hands up and say “nah, can’t be bothered” when the doors, shelving, stock, and EFTPOS needed sorting? No. You rolled up your sleeves and got on with it.

Getting online is the same. Yes, there are a few moving parts – website, payment, shipping – but once it’s set up, it ticks over like the beer fridge at a backyard BBQ. And here’s the real kicker: every week you wait, another local customer finds someone else online and gives them the sale instead of you.

Bricks + Clicks = Future

The future isn’t either/or – it’s both. Keep your bricks. They’re brilliant for locals, walk-ins, and the community feel. But add clicks. That’s how you keep the sales rolling in when people are shopping at odd hours, or when they’d rather not make the drive into town.

In short: you don’t have to become Amazon. But if you don’t get online at all, you risk becoming Blockbuster Video – remembered fondly, but gone.

So, from bricks to clicks, the message is simple: give your customers the choice to shop the way they want, and you’ll keep them coming back – whether it’s down the street or through their screen.