What does it mean to open your first retail store in an era defined by online shopping? These brands show how digital-first founders are reinventing the in-person experience.

Even with algorithms shaping what we discover and screens mediating how we shop, physical retail continues to offer something irreplaceable. A scent, a texture or an unexpected moment of connection cannot be replicated online.

In 2024, merchants with physical stores generated an average of 81 percent of their total sales in person, up from 2023. The shift highlights an important truth: the future is not online versus offline, but a blended model where tools bridge both worlds. With systems like Shopify Point of Sale (POS), more digital brands are stepping confidently into physical retail and proving the store is far from obsolete.

A viral fragrance brand discovers its in-person potential

Merchant: Dossier
Category: Fragrance
Location: USA

When Dossier launched in 2019, founder Sergio Tache had to build trust online. Selling affordable counterparts to luxury perfumes required overcoming scepticism. The brand succeeded, gaining traction across #FragranceTok and producing popular scents like Ambery Vanilla.

But a 2024 pop-up in Manhattan revealed what customers were really waiting for. A queue wrapped around the block. Sergio went outside to ask why.

“I was walking down the queue talking to people who were kind enough to wait such a long time. I asked them a simple question, why are you here? They gave me a very simple answer, they wanted to try the perfumes.”

In-store testing also unlocked enthusiasm for their Originals Collection, a range that was easy to miss online.

“I saw that if we want to showcase all the great things we’re doing, we need a physical space where people can interact with perfumes in a way that’s hard to do online,” he says.

This summer, Dossier will open two New York City stores, including an 1,800 square-foot flagship. Shopify POS powers the behind-the-scenes operations, keeping stock synced across channels and helping staff offer tailored recommendations using customer purchase histories.

“We want to meet customers where they are,” Sergio says. “If they want to have a great experience in our own boutiques, we'll meet them there. If they love shopping online, we're online.”

A bookstore launches its first chapter in person

Merchant: The Archive
Category: Books
Location: USA

For lifelong reader Amanda Badeau, opening The Archive was the start of a long-held dream. The Charleston shop blends dark academia aesthetics with candlelight, deep shelves and a wine menu.

The opening weekend drew more than 700 visitors, many inspired by a single viral reel of Amanda revealing the storefront sign.

“That day the line just kept growing. I still can't believe that so many people wanted to not only come to our bookstore, but were willing to wait in line for it. It's a very humbling experience.”

The Archive stocks hundreds of SKUs, from niche fantasy titles to local coffee. Shopify POS keeps the inventory synced and prepares Amanda for ecommerce when she is ready.

“I wanted to do something where I could host my website, run my online store, and have the physical inventory of the shop linked with the POS. I just wanted everything to be connected,” she says.

With limited time between author events, POS helps her track sales and manage reorders quickly, giving her breathing room to spend evenings with her child. Her ambition now extends beyond Charleston.

“People on social media are always asking whether we ship. So I want to set up ecommerce, build the brand, and hopefully even expand to other states.”

A testing ground for digital brands stepping offline

In 2024, many entrepreneurs experimented with in-person retail through craft fairs, markets and pop-ups. Shopify New York has become a launchpad for these trial runs, giving online brands a place to test real-world experiences.

The D’Amelio family used the space for their footwear brand, letting fans try on shoes and meet the founders.

“So much of our journey has been shaped by social media, so stepping into a physical retail space felt like entering a new chapter,” says co-founder Marc. “Being able to offer that in-person connection gave us the chance to build trust and hear direct feedback, which was incredibly valuable.”

Eastside Golf left their pop-up with a clear conclusion.

“We need our own store,” says co-founder Olajuwon Ajanaku. “We generated an incredible reaction from all types of people, whether they were men, women, golfers or non-golfers.”

The brand will use their pop-up insights to shape a new retail space in the Detroit airport, a home base for their growing community.

Hybrid commerce is the new default

Whether a brand starts online or opens with a store, Shopify POS is becoming the connective tissue between channels. It allows communities built on social media to move offline and enables physical stores to scale online without friction.

Merchants using Shopify POS saw a 23 percent year-over-year increase in offline sales in 2025, showing how physical spaces amplify digital visibility.

The brands thriving today are stitching together pixels and pavement. With tools that remove the barriers between discovery and delivery, the next wave of retail is hybrid, human and built for connection.