Pure vs. Partial E‑Commerce: Key Differences

Pure E‑Commerce (Pure‑Play)

• Operates 100% online; no physical storefront.
• Examples: Amazon, Zappos (early years).

Partial E‑Commerce (Brick‑and‑Click)

• Combines online presence with physical retail locations.
• Online channel may extend or complement the store.
• Examples: Walmart, Best Buy, Target.

The distinction affects logistics, marketing, customer experience, and cost structure.