Most consumer would go to experience the physical store after they have view the information and make purchases “online”. O2O also helps to target consumer group and saved the logistic cost. Other than that, O2O helps merchants by providing 24/7 service without having to spend extra cost where consumer may make purchases at anywhere and anytime. As all the transactions are made online, merchants can easily consolidate customer data and reports using the online backend systems. Consumers can also use the internet to review the merchants before making a purchase from them.
Simply best of both worlds helping the merchants to expand the customer base while consumer may have more choices by just staying at home.