This evolution naturally concerns the traditional high street retailers but also the wide spectrum of B2C companies with developed retail activities. This includes banks, telecommunication operators, postal operators, utilities providers and many more. In this article, we provide insights into how companies should capitalize on this new form of “U-channel retailing”, which will profoundly remodel the landscape of any company with a retail function and require them to begin to scope the field, understand the challenges at hand and position themselves to seize the opportunities associated with this evolution.