The retail landscape is undergoing significant changes due to external trends and economic challenges. Customers want to purchase products when and where they want, and retailers are adapting their business models to meet this demand. U-channel retailing is a new form of retailing that is focused on the customer and offers multiple channels for interaction while seamlessly integrating them. This allows for a smooth buying process, with consumers selecting products online, picking them up at a convenient location, and paying from their mobile phone. However, this transition will not be easy for many retailers, and there is no clear advantage between traditional "bricks and mortar" establishments and mobile retailers.
