The tie-up between online retailer ebay and High Street giant Argos is a ‘win-win’ for both parties, says Dr Scott Dacko is associate professor of marketing and strategic management at Warwick Business School.
His comments follow on from reports by the BBC that shoppers will soon be able to order selected goods from eBay and pick them up from an Argos store.
The "click-and-collect" scheme is being piloted by the e-commerce giant in about 150 shops belonging to the high street chain, which is part of Home Retail Group.
At least 50 eBay merchants are taking part in the scheme but have not been named yet. The move may help eBay challenge Amazon's Locker delivery.
The Amazon scheme lets people order online then pick up their package from a growing number of secure passcode-protected lockers situated in local shops or other public venues.
Both Amazon, eBay and other online retailers are also involved in the separate Collect+ scheme, which allows parcels to be collected from participating corner shops, avoiding the risk of missing a delivery.
Dacko said: "Whether this exact set-up is going to be the model or not, the integration in online and off-line sales is the future for retail.
"The new ebay-Argos partnership announced today, where certain ebay purchases can be collected from Argos shops in the UK, is clearly being driven by the irreversible trend of increasing consumer demand for convergence in online and store-based retail shopping environments.
"It is likely to be a win-win-win arrangement, with both partners and UK consumers benefiting all round. I am sure the arrangement will prompt a host of competitors to move more quickly into not only seamlessly integrating their online and brick-and-mortar operations but also looking into similar partnerships as well.
"Argos could well get more people in their stores. Any concerns about cannibalisation in sales would depend on the uniqueness of the offerings and as we don’t know which ebay merchants will be involved, it could be ones who are not in direct competition with Argos. A partnership like this can be a low cost way of attracting more consumers."