Hello everyone. Summer is in full swing, and sales are popping up everywhere! When it comes to sales, do you prefer browsing in-person at a store or scrolling through a website?

Those who prioritize trying clothes on usually head to physical stores. However, with concerns about health and safety lingering, many still hesitate to visit crowded shops. Plus, there is often that subtle pressure to buy once you’ve tried something on and spoken with a salesperson.

During the pandemic, many physical stores saw a decline in sales or were forced to close. Yet, from these challenges, a new marketing theory has emerged that looks far beyond the traditional model: the “Storeless” business model.

A Shift in Perspective

The key is a fundamental shift in thinking: essentially “giving up” on the idea of selling through a physical storefront first.

In this new model, a physical location exists primarily as an “antenna shop”—a place to build trust and brand reliability. If you are starting from zero, your primary strategy should be focused on securing sales through an Online Shop. By doing this, many apparel companies are seeing record-breaking revenues despite having no traditional storefronts.

The World is Your Market

Why is this so effective? Because if you can sell online, your market expands to the entire country. If you utilize Cross-border EC with a multilingual site, your market becomes the entire world.

Compare this to the old model, where your market was limited to people who could physically walk into your shop. Now, your target audience increases by millions, or even tens of millions. We now live in an era where AI can recommend the perfect clothing size just by inputting height, weight, and age.

In almost any business, a larger “denominator” (market size) is a major advantage—unless you are running an extremely niche model.

Riding the Wave of Change

It’s difficult if you stay stuck in a negative mindset, focusing only on the profits of a physical location. However, by embracing this shift and aligning with current trends, you can build a highly successful business model.

Some businesses are seeing their sales figures skyrocket because they can now market to the entire country without anyone having to travel. In fact, some companies have surpassed 20 billion yen in annual online transaction volume using this exact approach.

It All Starts with an Idea

This “shift in perspective” applies to every industry. Before viewing a situation negatively, ask yourself: “How can I create a system that brings joy to customers within the current environment?” The companies that can answer that question are the ones that will thrive.

At SAPO LABO, we are dedicated to helping our clients overcome these challenges and achieve success through effective digital lead generation.