The line between offline and online shopping remains obscure. The question of what a brand requires in order to thrive in today’s e-commerce industry is evident by the consumer demand for digital resources that enhance the overall shopping experience. Modern technology is undergoing a continuous evolution at an unbelievable rapid pace – so much so, that to tell a story about some latest innovation in early April is to run the risk of people believing your telling an excellent April Fool’s Day joke. A case in point occurs when Amazon launched a new buttons product, Amazon Dash , at the end of March. The launch date was the day before April Fools, so consumers were confused as to whether or not the launch was actually legit. It is irrefutable knowledge that technology is advancing at such a rate of speed, anything goes – so says the appearance of products like Argo’s Concept Store: a bank account secured by the account owner’s own heartbeat, delivery drones, and the recent release of the Apple Watch. Will Iconic Brands Fall To Amazon? With Amazon’s clear and blatant entrance into the grocery industry, the basic changes occurring in the realm of commerce are becoming increasingly evident. With Internet access changing how people shop and how sellers advertise, analysts predicted that businesses like Blockbuster, HMV, and other iconic brands like Woolworths would eventually fall away to Internet selling powerhouses like Amazon.com and iTunes. The analysts were correct on every count. However, the lines between offline and online commerce are not quite as sharp as they might initially appear. Brick and Mortar Rise To Occasion Today, brick and mortar commerce establishments are rising to the occasion, and fighting back against the ever-increasing tidal wave of Internet commerce solutions. Brick and mortar establishments are now leaning toward the addition of tools and resources dependent on the latest technologies, all in an effort to retain the loyalty of the consumer. Stores are integrating mobile solutions and digital data in order to make point of sale transactions speedier and practical. As a case in point, Rebecca Minkoff , a US designer, established a brand new concept store featuring touch screen operated interfaces that allowed consumers to choose items from a computer screen to have them sent to a dressing room. A mobile app, in turn, notifies the shopper when a dressing room is free for use. The latter tool allows the consumer to continue shopping and makes the entire shopping experience easier on the consumer overall. The same designer also maintains an online presence with a user-friendly, easy to navigate website, thereby offering an Internet point of sale solution. Flexible Payment Solutions Made Buying Effortless Flawless payment solutions, brand new, user-friendly interfaces, and technologies that make the buying experience as comfortable and effortless as possible are indeed necessary in a physical brick and mortar establishment. The latter is evidenced in the establishment of the Fiat Live Store shopping experience, established by Isobar Brazil: it is the first “point of view” Automotive Store where consumers actually get a guided tour of the car of their choosing, all in real-time. Likewise, big names like Disney are investing, not millions, but billions of dollars into the capturing of real-time data. Here is the bottom line: Remaining a relevant brand requires the need to for wise vending and payment solutions with the latest tools technology has to offer.