New report offers integration tips for ecommerce companies

In the popular world of online shopping, some retailers do not maximize the relationship between their online store and brick-and-mortar establishment. According to a recent Practical Ecommerce report, there are certain tips to help establish effective integration between the two outlets.

Companies must allow its customers to pick up products ordered through online payment gateways at their traditional stores by establishing a separate department to handle ecommerce orders, the report stated.

According to Practical Ecommerce, retailers should also accept online returns in their physical stores.

"The best practice is to either move the full transaction to the physical store - if the products on the order are sold in the store - or move the full transaction, including the refund, to the books of the online entity," said Practical Ecommerce's Gagan Mehra.

Furthermore, companies should keep their pricing consistent through both stores, as well as integrate online and brick-and-mortar customer service, added Mehra.

For U.S.-based companies hoping to target U.K. customers, James Agate, founder of Skyrocket, told Practical Ecommerce that retailers should do so by becoming well-versed with phrasing its customers use to assimilate themselves in the region.