Multichannel strategies and the level of integration among different retail channels are ever more relevant decisions for the today retail sector. This study analyses which exogenous and endogenous factors affect the decision of integrating the online and offline channels (store and internet) in retailing. Apparently, each nation develops a different kind of multichannel integration according to the technological maturity of local consumers. Through a content analysis, this study demonstrates instead that especially endogenous factors (channel power and the property) affect the decision to integrate online and offline channels in retailing. These results take to important implications for marketers and stimulate future researches in this field.
Keywords: Online retailing, multi-channel strategy, content analysis, click & bricks, B2C e-commerce, multichannel integration strategies.