Catch, an Australian e-commerce platform, is opening its first store in the form of a pop-up shop that keeps digital at its core.

Shoppers in Melbourne will be able to go to the location in the Chadstone Shopping Centre, where 500 items will be on display, as well as featured specials from other leading brands.

Smartphones will be at the heart of the pop-up, as users will be encouraged to click and collect their products when shopping using their devices.

Nati Harpaz, chief executive officer of Catch Group, said: “Every day our aim is to provide an exceptional shopping experience, now we're taking what makes Catch famous online to an in-store [location] - clicks to bricks - and have created a pop-up shop designed for the digital age.”

There’s a growing trend of customers not wishing to queue at checkouts to pay for their goods, making smartphones a sensible way to facilitate easy payment options.