Starbucks Corporation (NASDAQ:SBUX) has shuttered its online store for good.
The coffee giant unveiled in August that it would be closing its e-commerce operations in order to shift its focus towards physical locations and going back to what it’s good at–brewing and selling coffee for customers before work.
A liquidation sale took place over the last month and a half where customers were privy to exclusive items such as a Soma water bottle and a Red Quilted Double Wall Traveler with Swarovski crystals, which saw their prices drop by nearly $15 and $55 respectively.
The Starbucks’ online subscription programs were halted in Sept. 1, and the store is closed for good as of today. The company’s coffee beans will still be available through some grocery chains.
“We cannot guarantee availability of any product in store, but we know you will find many choices to enjoy,” the company wrote. Apart from mugs and premium coffee beans, the website sold syrups, sauces and spices.
Starbucks CEO Kevin Johnson said the move is to turn the company’s attention towards boosting its mobile business, which is where the industry is headed. Johnson said there was a “seismic shift” in the retail industry towards digital and mobile sales.
About two weeks ago, Starbucks unveiled a new seasonal drink for the autumn to compete with the Pumpkin Spice Latte in the Maple Pecan Latte. The beverage offers hints of maple syrup, pecan, brown butter, all mixed together with Starbucks’ classic signature espresso and your choice of steamed milk.
SBUX stock gained 0.3% Monday.
