Ecommerce is increasingly becoming a means for brick and mortar businesses to target customers via a different channel (online or mobile). It provides better reach and access to different segment of customers.

At the same time it depends on the kind of product or services offered by these businesses. If they are predominantly localized services/products then ecommerce offers alternate channel but not always the case.

From a benefits Standpoint you can highlight
- Access to additional customer segments (online /mobile)
- Provide for an omni channel experience (order online & pickup in store)
- drive additional foot traffic into stores through online promotions / marketing / loyalty campaigns etc

Happy to give you further guidance based on your unique location/market. Feel free to reach out over a call. I have had the opportunity to build several ecommerce and mobile/omni channel experiences.