The tech world loves three letter acronyms (TLAs, for those who like recursion) and regular commerce is going the same way. O2O has been around a few years, but what started as just a way for physical retailers (the "Offline" part) to compete with online retailers has moved on. Now there are companies whose whole business model is built around this strategy, such as UBER, Deliveroo and Airbnb.

This is a good overview of the current state of play, but what's clear is that the full range of possibilities in O2O is by no means exhausted