If you are not sure about what multi channel ecommerce means or what is omni channel,you have come to the right place.
In this article, we will define these two important terms and we will present the clear difference between them. Let’s start with the definitions:
  • Multi channel (many channels) allows online customers to buy natively wherever they like to browse and shop.
  • Omni channel (all channels) unifies marketing and sales to come up with a single ecommerce experience across your business or brand.
When it comes to selling online or when other activities are involved such as social selling, online retail, digital marketplaces or physical storefronts, multi channel and omni channel are without a doubt the most powerful approached.
While these approaches are highly effective, not everyone knows how to use them and get the best out of their power.
Multi Channel Ecommerce and What is Omni Channel

What is Multi Channel Ecommerce?

The main reason why there is a confusion in the multi-channel vs omni channel discussion is because of the speed at which ecommerce is developing and growing. In today’s world, the online retailers or click-and-mortar retailers sell via online stores, over the internet, through phone calls, and via mobile devices. A company that operates both online stores and physical shop is a multi-channel business. There are also trends to open your own store on Facebook, Instagram and other social media platforms and sell directly from these sites. This strategy incorporates creative promotional and distribution channels for only one purpose – marketing, sometime they also provide scalable software solutions. Distribution channels may range from a website, retail storefront or a mail-order catalog. The multi-channel marketing is all about making a choice. You need to find the best options to offer your customers to purchase from them in the easiest way possible.
The best explanation we can give you about a multi-channel ecommerce approach is a wheel with poles. In the middle of the wheel is the sale (or the product). On one side of the wheel there are the customers and on the other side is each channel that offers an opportunity to purchase. The whole point is to offer your customers a choice to purchase from you on whatever channel they like.
If you are not really sure how this multi-channel strategy works, here is one example that will certainly help you.
Let’s say that you are running a certain business and you have already established an online presence. You have built your own website and you are noticing that your sales increase constantly. After some time, the sales stop. If you ignore this change, your business may fail. You need to offer another option to your customers who are looking to buy your products. Take advantage of the popular marketplaces such as eBay, Amazon, Etsy, and others and promote your products there. Offer a third option – create your own Facebook store and attract even more potential customers. This is how multi channel ecommerce works.
When it comes to choosing the right approach, at first omni-channel may sound like the right strategy for you, after all this strategy will help you create a much smoother shopping experience, however, the answer is a little bit complicated. If you decide to use the omni-channel approach you need to keep in mind that it will take a lot of resources and not all businesses are ready to invest all of their resources. We highly recommend you to try the multi channel strategy first and then, when you are ready, you can try the omni-channel approach.

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