Omnichannel vs Multichannel Ecommerce

Let’s tackle the omnichannel vs multichannel ecommerce debate. What are the differences between the two and which is the best for you? 

There are many ways for buyers to shop. While shopping in a company’s storefront or website is always an option, buyers may also prefer platforms like Amazon and social media shopping.

How can sellers manage all these channels? Brands have many options, but two reign supreme: omnichannel and multichannel ecommerce. But what are the differences between the two? And which one is best for your business?

 

What is Omnichannel Ecommerce?

Omnichannel eCommerce integrates various selling channels, sharing data across all of them. This results in consistency and a smoother customer journey, regardless of which channel the buyer uses.

An example of omnichannel eCommerce is when retailers offer webstore and app shopping experiences. The retailer shares data between the two platforms, allowing customers to view their shopping carts and loyalty program accounts on both channels.

 

What is Multichannel Ecommerce?

Multichannel eCommerce refers to the ability for buyers to access your store on multiple platforms. While multichannel can include your physical or web stores, it often refers to your mobile app, online platforms, and even social media shopping.

This is what most buyers think of when online shopping comes to mind. They can go on the company’s website to shop, or they can go to Amazon and search for the same brand’s storefront. 

Alternatively, the same buyer may see a social media ad and make a purchase without needing to leave the app.

The aspect that separates multichannel ecommerce is how each channel runs independently. As a result, the customer experience may differ.

Omnichannel vs Multichannel Ecommerce

While omnichannel and multichannel ecommerce have many similarities, they differ in other ways.

 

Customer Experience

Multichannel ecommerce doesn’t offer the same seamlessness as omnichannel. Plus, every channel is likely owned by a third party. As a result, customers may have a different experience on each channel.

With omnichannel ecommerce, the seller controls and integrates every channel. Buyers experience consistency and a smooth shopping experience, regardless of which channel they use.

 

Focus

Multichannel and omnichannel ecommerce also have their focuses. For multichannel ecommerce, the focus is on each individual channel. Sellers want to capture their buyers where they are, whether that’s Amazon, Walmart, eBay, or their favorite social media platform.

That said, integration is the focus of omnichannel ecommerce. Whether a seller offers many or few channels, the goal is that they all connect and provide a seamless experience.

 

Data

Data collection and sharing are the reasons omnichannel ecommerce is unified. Since all channels are connected, buyers get a holistic view of their data. 

All data is aggregated in one place and shared across all platforms, allowing customers to view their past orders and loyalty program points from any location.

Since all channels are separate in multichannel ecommerce, data collection happens independently. Customers may need to create individual accounts on each channel, and some platforms may not offer loyalty points.

 

Integrations

With multichannel ecommerce, there are few or no integrations. Each channel operates independently of the others. As a result, sellers must access each platform separately to manage their stores, and buyers make purchases through the individual channels.

On the other hand, powerful integrations are necessary for omnichannel ecommerce. High integration is required to collect and manage data across all platforms, ensuring a seamless experience for buyers.

 

Implementation

Implementing a multichannel strategy is simple. All sellers need to do is sign up for accounts on each individual platform, set up shipping, and upload their inventory. Sellers can achieve this with minimal technical knowledge and no coding.

However, omnichannel ecommerce requires a significant technological investment. Sellers must have enough coding knowledge to integrate all channels or the capabilities to hire professionals with these skills.

Pros and Cons

Omnichannel and multichannel ecommerce come with their pros and cons. Weigh these first before deciding which strategy to use.

	Omnichannel Ecommerce	Multichannel Ecommerce
Pros	Seamlessly shares customer data More personalized experiences Greater efficiency Improved customer satisfaction Better access to loyalty programs	Can sell across different stores and apps Increases reach Better opportunity to earn more sales Less investment
Cons	More risks for privacy violations and data breaches Higher implementation costs Need technology for integrations, specifically data analysis	Doesn’t offer a seamless customer experience Must manage orders and inventory across different channels Centered around individual channels, so sellers have less control

 

Which is the Best One for You?

Deciding between omnichannel vs multichannel ecommerce isn’t always a clear-cut decision. Here are some tips to decide which strategy is best for you:

• Consider your target audience. Do your buyers prefer a consistent customer experience? Or do they prefer to use specific channels?
• Resources. Omnichannel ecommerce requires a technological investment. Ensure your business possesses these capabilities before adopting this strategy.
• Incentives. Consider the benefits associated with each platform. Is maximizing sales across different platforms more critical? Or are you focusing on the best customer experience?

 

Which Strategy Should You Choose?

In truth, one option isn’t better than the other. Each strategy will have a massive impact on how you run your business. Instead, there are times when either strategy is more appropriate.

• If you value data-driven decision making, and a seamless customer experience is crucial, then Omnichannel ecommerce should be your choice.
• If you need a simple ecommerce setup; don’t have a lot of capital or tech skills; aren’t bothered by a lack of control; and want to attract a larger audience, then multichannel eCommerce will work best for you.

 

FAQs

 

How can businesses navigate customer support with omnichannel and multichannel ecommerce?

With omnichannel ecommerce, sellers usually handle their own customer support. They host all customer interactions in one place, and that data can be accessed on all channels.

Multichannel customer support depends. Some businesses may prefer one communication method, such as phone or email support, but most will offer different support options for each channel

 

Can I utilize my Amazon store as part of an omnichannel strategy?

You can, depending on where you host your main storefront. Amazon allows integrations with platforms like Shopify, supporting an omnichannel strategy.

Amazon MCF is also an option, where sellers can manage their sales from all channels on Amazon.

 

What is cross-channel ecommerce?

If omnichannel and multichannel ecommerce don’t suit you, consider a cross-channel strategy. Cross-channel ecommerce offers the best of both worlds: you achieve a seamless customer experience while opening your brand up to more platforms.

The central aspect that separates cross-channel ecommerce is how customers can use various platforms, but still maintain the same experience across all of them. 

 

Are You Still Struggling to Manage Your eCommerce Company?

While choosing omnichannel vs multichannel ecommerce can help you manage your company, this ultimately boils down to how your audience likes to shop. Regardless of the strategy you choose, sellers must also offer the best customer support and manage their inventory.

Are you still struggling to manage your eCommerce business? We can help. Our team can leverage Amazon to best fit your needs. 

With our New to AMZ service, we offer a range of strategies, including market research, marketing and advertising, competitor analysis, brand registry, compliance, product optimization, and inventory management.

Author

Stephanie Jensen has been writing ecommerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.

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