This idea is a very viable one. The business model is to invest in brick shops in both main shopping streets and upcoming districts and fill them with goods from e-commerce stores. The goal is to create a physical presence for small-knows e-shops, create exchange points to touch, feel and see goods. Online a portal site with these trusted e-shops will be made. It increases the trust in buying online due to the trusted certificate online and physical presence offline.
The money comes from monthly fees these e-shops pay to have a presence on the portal and in these brick and mortar shops. I actually thought about it when I was thinking about the pivoting options for ZOYOKO. But the upfront investment is way too big for me.