- O2O ( Online to Offline ) nowadays is not just about searching online and purchase offline. O2O has been growing rapidly in US and Europe together with the exponential growth of e-commerce in China. O2O has evolved into a blended model of online and offline commerce with not just traditional concepts such as in-store coupons and group buying. With the increasingly popularity of online and mobile payments in Asia, it will be interesting to see how brick-and-mortar retailers and e-commerce sites respond to the changing dynamic of the consumer purchase journey.
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