In a shocking move in this digital age, Starbucks has decided to shut down its online store. This online shut down has also come at a time, when, according to Forbes, Starbucks has also announced that it will be closing “all 379 of its stand-alone Teavana stores.”
According to the New York Times, Starbucks’ decision to nix its online store was made in order to allow the company to “focus on [the] in-person experience.”
According to Business Insider, the coffee behemoth’s representatives have described the closure as an opportunity to build “commercial partnerships with digital companies,” that will enable them to create a “global retail footprint.”
Starbucks seems to be playing coy with their motives. Being that this company is such a trendsetter in retail, it will be interesting to see how this development evolves.