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Suggest hybrid e‐commerce strategies can take many forms – ranging from approaches with limited interaction between the physical and virtual entities – to where these two modes are inseparable. Investigates theoretical strengths of synergy models, presenting a series of case studies that illustrate that some companies and industries have hybrid strategies. Sums up that contrary to the former e‐commerce rhetoric, distance is not dead and geography still bears an influence on e‐commerce retail activity.