Guide to Multichannel eCommerce Solution

Shadman Hiya posted on 16-08-2022

Consumers today are constantly engaged with online shopping options. They may search for one item on Google and compare prices on Amazon. It is hard to predict what will inspire them, where they will make their final purchase, or which product they will ultimately choose to buy. Using a multichannel selling strategy that customises your approach will significantly increase your chances of delivering the right things to the right people at the right time.

What is multi-channel eCommerce?

Multichannel eCommerce is an online sales approach that includes selling things through many channels such as marketplaces such as Amazon and eBay, specialised eCommerce websites, and social media. Merchants that wish to boost their exposure and diversify their revenue sources should consider implementing additional sales channels into their eCommerce strategy.

The benefit of Multi-Channel eCommerce

Multichannel eCommerce is the process of selling products or services through multiple channels, such as Amazon, eBay, OTTO etc.

  • Multichannel eCommerce's Evolution 

Your most essential clients are unlikely to seek you out; instead, you must meet them where they already shop. Buyers now have a lots of option for where and how to make their purchases, beginning with their first product search to making the final payment. Customers may now search, explore, and buy from Google Shopping without leaving the search engine. So being in multiple channels will help increase sales. 

  • eCommerce Sales on a Variety of Online Marketplaces

Online marketplaces are a fantastic first step in expanding into multichannel commerce for a variety of reasons.

  • They are simple to install and maintain
  • They demand little to no upfront expenditure 
  • They provide considerable SEO and SEM benefits
  • They draw buyers with strong intent

  • eCommerce Fulfillment on Several Marketplaces

Regardless of whether you want to focus your efforts on the markets that are best suited to your company, statistics suggests that merely listing on one market is insufficient. Merchants that are listed on three or more marketplaces get 156% higher sales than those who are just listed on one, according to Sellbrite, the multi-channel selling software.

Multichannel eCommerce Solution

  • Using Technology to Simplify eCommerce Sales 

The requirements for effectively managing various sales channels are not only severe but constantly changing. If you want to increase your market share and brand exposure by selling through several sales channels, multichannel selling software can help you manage many channels without raising your internal resources considerably.

  • Is multichannel eCommerce fulfilment a cost centre or a source of revenue?

With each additional channel introduced to your multichannel selling strategy, the supply chain and order fulfilment become more difficult. Many marketplaces and sales channels have their fulfilment procedures, but segmenting these operations among several vendors lacks the insight and flexibility required for a rapidly developing firm to compete.

  • Techniques for Managing eCommerce Inventory

Inventory tracking across several locations and sales channels may appear to be a daunting task, but it is not only feasible for businesses of all sizes, but can also be included in your multichannel development strategy. Even with a little investment in physical assets, a thorough inventory management system may be the difference between always struggling to keep up with demand and using inventory for future development.

How to Sell on Multiple Channels

In today's increasingly digital economy, retailers have a limitless number of marketplace choices to choose from, each with a unique customer community and buying experience. Understanding the differences between these markets and how your products fit into their existing structure will help you to concentrate your efforts on the areas that are the best fit for your business.

Multichannel selling is a continuous process. It is a continual strategy that must be initiated and carefully maintained throughout time. There are five crucial stages in human experience:

  • Connect to the Right Channels

Concentrating on a single channel puts money, new audiences, and brand strength at risk. D2C sales, third-party marketplaces, and wholesale channels are all options to expand your footprint. It does, however, need a comprehensive examination and comprehension of each channel's inventory management and logistical needs. Because each channel's audience is unique, it's vital to tweak your content, build connections, and monitor channel health long after it's launched.

  • Market at the Right Time

E-commerce is more fragmented than ever before, and online shoppers have a plethora of choices. How will you spark their interest? Consider the advertising platforms offered by each channel. Amazon has four ad options, eBay has two, and others may help you target certain phases of the funnel. Set goals ahead of time to maximize your presence in each channel, increase visibility through segmentation and targeting, and continually optimize using review data.

  • Sell Where Consumers Shop

Every channel has the potential to be a sales channel. Are you losing ready-to-buy customers? Prepare your selling channels, whether they be on your site, social media, or in a marketplace, by including three critical elements:

  • Product information and content are comprehensive
  • Competitive pricing is available
  • Proper Inventory

  • Fulfil Customer Expectations

Selling across many channels needs a deep understanding of and adherence to service level agreements (SLA). Maintaining consistency (automating the selection of the best shipping method) and scalability are critical to success (handling variations in sales volume across seasons). Third-party logistics (3PL) partners ensure fulfilment by meeting your current and future daily order volume, speed and storage requirements, additional geographies, and much more. Alternatively, for improved compliance, conversion, and expansion chances, consider Amazon and eBay marketplace fulfilment options.

  • Optimize Every Channel

The online retail sector is rapidly evolving. Look for ways to maximise your brand's visibility in each of your sales channels as you examine them regularly by:

  • Expanding the variety of your channel mix. How does each channel tie into your overall e-commerce strategy?
  • Frequently, test your product portfolio. Identify best sellers and boost top-performing items to avoid relying on limited lines.

How to succeed with multichannel eCommerce?

  • Marketplaces have evolved into a crucial component of the online shopping experience. It's where many shopping trips begin, and where many people choose to buy online. According to a recent estimate, marketplace eCommerce sales in the United States would account for more than 34% of all online sales in 2022, totalling $357.26 billion.

  • A smooth voyage also includes having the items in stock and delivering them to the customer within the time frame specified. A Multichannel Management System may truly shine when dealing with several sales channels. It helps to alleviate any concerns about saying something is in stock just to have the customer be disappointed when it is not. A system can also assist in providing the most up-to-date shipping and delivery information.

  • According to Linnworks statistics, 67% of shoppers (74% in the UK) abandon purchases owing to time-consuming checkout processes. For many clients, this entails keeping the checkout process to a single page, providing accurate shipping information, and providing the best payment options. According to the Linnworks analysis, the top three convenience criteria are a guest checkout option (56%) and shopping information preserved for future visits (54%). Customers prioritise guest check-out and having shipping details, and 81% of purchasers desire a smooth, cross-device online shopping experience.

  • A great delivery experience begins with the most accurate shipping prices and projected arrival date at checkout. This involves accurate tracking and communication during the delivery process, as well as delivering a shipment as quickly as possible and on schedule. According to Linnworks, more than half of consumers (62%) are more loyal to a retailer that is clear about delivery rates and timing (56%) and 72% have abandoned a transaction due to shipment transparency.

  • The convenience of return shipping is crucial. Many customers prefer to buy online and return in-store whenever feasible. Many consumers prefer independence when it comes to returns, according to Linnworks, with 87% anticipating a pre-paid return label and 47% more inclined to purchase from firms that provide self-service returns. Nine out of ten clients prefer a retail site that delivers a unified experience.


While it may be difficult to know what will inspire a consumer to make a purchase, you can increase your chances of presenting the right products at the right time by using a multichannel selling strategy that tailors your approach based on their location. With the right tools in hand, you can confidently expand your customer base and increase sales with ease. We have a guide to multichannel eCommerce solutions that can help. This guide is designed to help you understand the basics of multichannel selling and give you tips on how to use it effectively for your business. Ready to get started? Check out our guide today.