Online to offline, commonly abbreviated to O2O,[1] is a phrase that is used in digital marketing to describe systems enticing consumers within a digital environment to make purchases of goods or services from physical businesses.
The significance of O2O is noteworthy, as, despite the surge in e-commerce, over 80% of retail transactions still occur offline.[2][3] This indicates the continued significance of physical retail locations, particularly for industries like Consumer Packaged Goods (CPG), where many products require in-store purchase or consumption.[3]