Jordan Whitney, Inc.
360 E. First St., Suite 593
Tustin, CA 92780
Phone: 714-832-3353; Fax: 714-832-4422
Andy Khubani, President and CEO
hard to measure that ROI, but there are
people out there who really believe in
brick-and-mortar as a good way to brand.
For instance, TOMS was an online brand
long before they had the coffee shop store
on Abbot Kinney, so you’re really seeing
somewhat of a reverse trend to a degree.”
Interestingly, another brand that’s had
a pop-up shop on Venice, Calif.’s famed
Abbot Kinney Blvd. is none other than
Show Me Your Mumu.
Still, according to a new report from
Americommerce, e-commerce is on track
to outpace brick-and-mortar growth in
the next five years. When it comes to
Mumu, Hoffer looks to the future eager
and optimistically. Roughly a year and a
half ago, Mumu had only 10,000 followers
on Instagram. Today, it’s at 82,000 and
“At the end of the day, you’re trying
to get consumers to adapt to a lifestyle.
We’re trying to factor in things our cus-
tomers already love — whether it’s the
celebrities they love, the music they love,
the events they love, certain holidays —
and then take some of that insight and
inject it into digital and give them a place
to play outside of just shopping,” he says.
Looking back, it seems almost unfath-
omable that one-time brick-and-mortar
giants would either go out of business or
shut their physical doors to instead open
virtual ones. But, with innovation comes
opportunity for success. And nimble In-
ternet retailers are finding it. ;
B2C E-COMMERCE SALES WORLDWIDE, 2013-2018
Source: eMarketer, July 2014
Note: CAGR (2013-18) equals 13. 8 percent; includes products and services ordered and leisure and unmanaged
business travel sales booked using the Internet via any device, regardless of the method of payment or fulfillment.
19.0% 19.3% 15.6%
13.1% 11.5% 9.9%
B2C E-commerce Sales Change
2013 2014 2015 2016 2017 2018