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Online-only brands benefit from huge savings, by avoiding the costs associated with bricks-and-mortar stores. However, this lack of physical presence makes it much less likely that they will be stumbled upon by new customers. The Australian postal service is hoping to rectify that over the holiday season, by providing web-based retailers with a small storefront presence at a network of post offices across the country.

Australia Post is inviting small ecommerce businesses to set up “shops” inside the post offices, creating a pop-up digital shopping centre. Each store consists of a shelf of product samples and promotional staff to serve customers, as well as access to the business’s site via a screen. The store is also utilizing mobile point-of-sale, enabling customers to make purchases and arrange postage at the same time. Could this work as a permanent business model?