The economic model for pure players is quite unusual. It brings innovative actors together with competitive and aggressive strategies in order to undermine the supremacy of traditional distribution circuits (physical stores, distance selling). By focusing on “online-only”, these companies can reduce some costs thanks to a volume effect either nationally or internationally (scalability). They can thus compete against classic players by pushing sales prices down or offering innovative services.
Pure players are the opposite of brick-and-mortars, but should not be confused with click-and-mortars.