The web-to-store concept describes the purchasing process where consumers research information online before going to a physical store to make a purchase. This research may focus on the product itself or the location of the nearest store. It is also known by the acronyms e-commerce or e-commerce. From a marketing perspective, web-to-store encompasses all actions and strategies implemented online to encourage consumers to visit a physical store after browsing the internet. This process can be triggered by specific advertising campaigns that direct users to stores (banner ads, etc.), or stem from the user’s interest (e.g., interest). It can also be facilitated on the retailer’s website through specific services such as store locator, product availability, etc. For more information, see e-commerce, e-commerce, and e-commerce. Advertisers’ awareness of web-to-store has grown gradually on the internet and has been boosted by the rise of mobile internet and smartphone applications. The smartphone has become the primary device in the web-to-store process. Celio’s assessment of the web-to-store phenomenon: Data from an annual barometer study on web-to-store: A concrete example of a web-to-store campaign: