The phrase “brick-and-mortar” refers to a physical store; an actual location in the offline world. At a brick-and-mortar location, a customer can make a purchase face-to-face, speak with employees, browse merchandise, and more. The term brick-and-mortar location is used to differentiate a purely online business from one with a physical location, even if the business is run primarily online. Also called “bricks and mortar” and “B&M.”