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Starbucks Defies Trends, Shuts Down Online Store To Focus On Brick-And-Mortar

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Talk about bucking a trend.

Starbucks Corp. is moving in the opposite direction of most retailers with plans to shut down its online store to focus predominantly on its brick-and-mortar business.

Starbucks Defies Trends, Shuts Down Online Store To Focus On Brick-And-Mortar

The coffee giant announced its online store would no longer be available as of Sunday, though mobile orders for in-store pickup will still be accessible through the Starbucks App, according to the company’s Frequently Asked Questions page.

Products such as mugs, coffee beans and brand tumblers, which were previously available through the digital store, will now be sold in stores along with a selection of espresso machines, brewing tools and coffee, The New York Times reports.

Starbucks coffee can also be found at select grocery stores across the U.S., though the coffee chain explained the move is meant to direct consumers to visit stores more often and use Starbucks’ mobile commerce.

It was only a few months ago that Starbucks announced the closure of all 379 Teavana stores due to poor sales and performance and a decline in foot traffic. The company is now shifting its focus to establish itself as a must-visit destination that offers unique experiences for its customers.