The shop-in-shop concept involves a brand or retailer setting up a designated space within another retail store to sell its products. This allows brands to benefit from the foot traffic and customer base of the host store while maintaining their unique brand identity and offering a specialized selection of merchandise.

A shop within a shop is commonly referred to as a "shop-in-shop" or sometimes as a "store within a store." This retail strategy allows brands to establish a presence within larger retail environments, distinguishing their specific products or services in a dedicated space

SiS stands for "Shop-in-Shop." This retail concept allows one retailer or brand to rent space within another retailer's store to sell its products. It is a strategic collaboration that benefits both parties: the host gains rental income and potentially increased traffic, while the guest gains access to established customer bases and physical retail presence without the overhead of operating a full store.

Shopping in-store offers several benefits over online shopping. It allows customers to see, touch, and try products before buying, provides instant gratification without waiting for shipping, and can offer a richer shopping experience through personalized service and immediate customer support. Additionally, in-store shopping can be a social activity and provides the opportunity for impulse buys based on in-store promotions and interactions.