As Amazon works to provide physical space for small, online-only sellers and “remove the friction of small businesses selling on the high street”, the e-commerce giant is set to open the second of its pop-up shops in St David’s Shopping Centre in Cardiff this month.

The joint venture between Amazon and Enterprise Nation has already successfully launched its inaugural store in Manchester and, this morning, it was announced that St David’s has been selected as the second-ever UK site for the concept.

The pop-up shop initiative will launch on July 22 and remain open for six weeks. Clicks and Mortar St David’s will provide more than 30 local and national e-commerce businesses with the opportunity to explore customer-facing trade for the first time.

Speaking on behalf of the St David’s Partnership - a joint venture between Landsec and Intu – Loveland senior portfolio director Russell Loveland said: “This exciting project, brought to Cardiff by Amazon and Enterprise Nation, is a fantastic example of how online retailers and brands are able to unlock new value through the use of physical retail.

“This concept will provide online businesses with a tangible platform to trade in a high-impact retail area, alongside St David’s national and international retailers and restaurants.”

The first Clicks & Mortar store launched on St Mary’s Gate in central Manchester in June and will trade for one month. It was the first of 10 pop-up shops Amazon plans to roll out in the UK, with locations in Scotland, the Midlands Yorkshire and across the South East.

Run in partnership with Enterprise Nation, Direct Line for Business and Square, the year-long pilot programme will explore a new model to help online businesses experience the high street while highlighting the benefits of combining in-store and online retail.

Enterprise Nation founder Emma Jones said: “The launch of our first store in Manchester has demonstrated there is an appetite amongst online-only brands to test out physical retail, and that shoppers like to buy from small firms and meet them face to face. We’ve already got a number of online retailers interested in trading during our six weeks in Cardiff, and we expect to hear from many more.”

She continued: “Sellers can simply move in and start making sales. They are provided with a shop, payment solution, furnishings and advice on topics from visual merchandising to social media. We are trying to reduce the friction of small businesses selling on the high street and we’re delighted to be bringing the concept to Cardiff.”

Amazon UK country manager Doug Gurr added: “Small businesses are one of our most important customer groups, and we’re thrilled to work with Enterprise Nation to design a comprehensive package to help entrepreneurs across the UK grow their businesses, both in-store and online. From giving up-and-coming online British brands the chance to experience physical retail, to funding the training of full-time apprenticeships and helping to increase SME exports, Amazon is committed to supporting the growth of small businesses – helping them boost the economy and create jobs across the UK.”