Omnichannel e‑commerce

Definition of omnichannel e-commerce

Omnichannel e-commerce is an e-commerce sales approach that uses multiple channels and gives customers a unified experience across all channels, whether it’s from in-store kiosks or other digital channels.

Why is omnichannel e-commerce important?

Omnichannel e-commerce is a unified e-commerce experience for your customers no matter which digital device or platform they are using. This is essential because research shows that 73% of online shoppers use multiple channels while purchasing online.

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What’s the difference between omnichannel and multichannel?


This is a strategy where a brand is present on multiple channels, which its customers can use to interact with the brand. These channels can be for example apps, websites, mobile websites, emails, brick-and-mortar stores, social media channels, etc. Of course, customers expect to have a seamless experience with a brand, instead of having a fragmented experience on each channel. This is where omnichannel comes to play.


An omnichannel e-commerce strategy foresees that customers may start searching on one channel and move to another as a progression of their online purchasing journey. Omnichannel completes a multichannel strategy and optimizes it for today’s online customers.

Read our blog for more information about the pros and cons and the differences between omnichannel and multichannel marketing.

What are the benefits of omnichannel e-commerce?

Cohesive message

One of the main benefits of having omnichannel e-commerce is that you provide your customers with cohesive messaging about your brand. No matter where a customer encounters your brand, the messaging is always the same.

Understanding your customer journey

Omnichannel e-commerce allows your company to collect and merge customer data from multiple channels. Combined, this data gives you a full picture of what types of customers are interested in your brand and their behavior, which gives you the power to personalize your customer journey.

Personalizing the customer experience

Only by understanding the customer journey can you personalize your customers’ experience. Omnichannel e-commerce allows you to create a personalized experience. Creating a personalized experience is essential to omnichannel customers as they have a 30% higher lifetime value over shoppers who only purchase using one channel.

What are the challenges with omnichannel e-commerce?

Brick-and-mortar store stock vs online stock

Many businesses also display the stock they have in physical locations online. In-store stock fluctuates, and the products might be sold-out in-store when, that same stock was also already sold online. This is not always the best approach as it cannibalizes their online transactions. A good way to fix this problem is to reduce the availability of “best-selling” items on your online stores.

Lack of infrastructure

When a business decides to implement an omnichannel strategy, its existing technology often isn’t up to standards to be able to smoothly run an omnichannel operation.

Teaming up with the right partners

Having the best logistics, shipping and e-commerce partners is crucial to your omnichannel success. Learn more about the different types of e-commerce partners.

Not convinced of the value of omnichannel e-commerce? Read our blog on How to Master Omnichannel B2B E-Commerce and discover why omnichannel e-commerce is the future.

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