Click and mortar (also known as bricks and clicks, or the omnichannel business model) is a business model that combines both online and offline commerce experiences. For example, businesses in this category might enable customers to shop in both a brick and mortar retail store and via an ecommerce store. This integrated business model enables businesses to reach a wider group of customers while allowing customers the flexibility to shop and browse products using a variety of methods, independent of location. Because this model has so many benefits for both consumers and merchants, more and more retailers are employing the approach, from small business owners to large retail chains.