Customers expect to interact with brands everywhere—on marketplaces, social media, and in physical stores. In fact, 73% of customers use multiple channels to research products, look for discounts, or compare prices.
Cross-channel shopping behavior is the norm, and if you want to succeed in commerce, you’ll need to unify your online and offline touchpoints to make shopping easy for customers.
Ahead, you’ll learn the basics of multichannel commerce, and how you can create even better shopping experiences with unified data.
What is multichannel ecommerce?
Multichannel ecommerce means selling your products in several different places online and offline instead of just one store or website. It helps you reach customers wherever they prefer to shop, whether they're browsing social media, shopping on popular marketplaces, or visiting physical stores.
Today's shoppers expect to find brands across the platforms where they spend their time. Selling on multiple channels helps your brand become more visible to potential customers, builds trust through repeated exposure, and creates more sales opportunities.
Multichannel versus omnichannel versus unified commerce
The main differences between these three strategies are:
- Level of integration (separate → connected → single platform)
- Customer experience (varied → seamless → completely consistent)
- Back-end operations (independent → linked → unified)
- Data management (siloed → shared → centralized)
Multichannel
Each channel typically operates independently with its own inventory, customer data, and management systems. Customers might have different experiences depending on which channel they use.
Omnichannel
Omnichannel retail takes multichannel a step further by connecting these channels to create a seamless customer experience. Studies show that omnichannel strategies encourage 14% of customers to spend more by providing a connected shopping journey.
The key difference is integration. Customers can start their journey on one channel and continue it on another without disruption. For example, a customer might browse products on mobile, add items to their cart on a desktop, and pick up in-store.
Unified commerce
Unified commerce is the most advanced approach, bringing all channels, customer touchpoints, and back-end systems onto a single ecommerce platform.
Unlike omnichannel, which connects separate systems, unified commerce uses one centralized system for everything—inventory, customer data, order management, and more. It provides the most consistent experience and gives retailers complete visibility across all operations.
Why adopt a multichannel approach?
Customers expect to interact with brands everywhere—on marketplaces, social media, and in physical stores. Using multiple channels helps you reach customers wherever they are.
More sales and revenue
Selling through multiple channels opens your brand to wider audiences. McKinsey reports brands using multichannel personalization strategies can increase revenue by 5%–15% and improve marketing ROI by 10%–30%.
Brands like Allbirds have boosted sales by creating unified buying experiences across online and physical stores. When customers can find you on Amazon, Google Shopping, or social media, they're more likely to buy.
Better brand visibility
Rather than waiting for customers to find your store, multichannel selling brings your products into their daily lives, whether they're browsing TikTok or using Google.
Each platform reinforces your brand presence and builds trust. Shopify's integrations with Instagram, Facebook, and TikTok make reaching diverse audiences easy.
Lower risk
Relying too heavily on one channel, like just your website or Amazon, is risky. If marketplace fees increase or algorithms change, your ecommerce business can suffer.
Using different channels protects against unexpected disruptions. Shopify makes diversification easy by letting you manage multiple sales channels from one dashboard.
Top channels to sell on
Let’s look at some of the top channels driving ecommerce sales for retailers.
- Online store
- Popular shopping websites
- Social media
- Physical stores
- Comparison shopping engines
- Partnerships
Your online store
Having your own ecommerce store gives you complete control over the shopping experience. You decide how products look, how customer service works, and how to market your items.
Popular shopping websites
Big shopping platforms connect you with millions of potential customers:
- Amazon: One of the most valuable brands worldwide that received over 3 billion monthly searches in February 2025—but you'll face tough competition on prices
- Walmart Marketplace: Gives access to Walmart's trusted customer base, but has strict rules for sellers
- eBay: Manage product listings and sell on one of the world’s largest marketplaces.
- Etsy: Perfect for handmade or unique products, but not ideal for mass-produced items
These sites can boost multichannel sales quickly, though you'll have less control over your brand image and customer data than on your own website.
Social media
Social commerce is becoming more popular, with estimates predicting over $80 billion in sales in 2025. Some top social commerce platforms include:
- Instagram Shopping: Makes buying easy while browsing photos and videos
- Facebook Shops: Lets customers shop without leaving their social feed
- TikTok Shop: Great for reaching younger shoppers, especially through trending content
Social media shopping feels more natural to customers, but these platforms control your customer information and how shoppers experience your brand.
Physical stores
Combining physical stores with online selling creates a seamless experience for customers. Using systems like Shopify POS (point of sale), shoppers can buy online and pick up in-store or return items in person, making shopping more convenient and building brand loyalty. Retailers using Shopify POS experienced omnichannel GMV growth averaging more than 150% quarterly year over year.
Comparison shopping engines
Services like Google Shopping show your products alongside competitors', helping price-conscious shoppers compare options. This increases your visibility and can drive traffic to your store, but requires smart pricing and advertising strategies to stand out.
Partnerships
Data shows that across North America, Asia-Pacific, and EMEA regions, customers who come to your business through affiliate links tend to spend more. In North America, affiliate marketing ranks No. 2 for average order value, behind only direct traffic.
Teaming up with content creators and affiliates whose audiences align with your target market increases awareness and conversion rates. Using tools like Shopify Collabs, you can easily build partnerships with qualified creators and get selling faster.
Best Shopify tools for managing multichannel ecommerce
Selling across multiple channels can get complicated, but Shopify makes it simple. Our commerce platform unifies your inventory, orders, customers, and order fulfillment data across all sales channels, keeping everything consistent and efficient as you grow.
Say your clothing boutique sells through your ecommerce website, Instagram, and Amazon. The inventory is updated once in Shopify after receiving a new shipment. When a customer buys the last medium-sized black dress on Instagram, Shopify automatically updates inventory across all channels, preventing overselling on Amazon or the website.
Here are the key Shopify tools that make multichannel selling easier:
Sales channels
Connect your Shopify store to popular platforms like Amazon, Walmart, Instagram, Facebook, TikTok, Pinterest, and Google Shopping, all managed from one dashboard. This keeps your inventory and orders synced across all channels without extra work.
Managed Markets
Sell globally without multiple storefronts with Managed Markets. This Shopify tool helps you easily enter over 150 global markets, simplifying the complexity of international selling across multiple regions.
Customize pricing, currencies, and languages based on customer location, and make international selling straightforward from a single dashboard.
Stocky
Manage inventory across all channels with this Shopify app. Forecast demand, set reorder alerts, track stock, and manage suppliers to prevent overselling and keep inventory accurate everywhere you sell.
Shopify Fulfillment Network
Ship orders faster with Shopify's integrated fulfillment service. Your products are stored across multiple warehouses, enabling two-day shipping across North America. Automatic multichannel inventory updates and order processing let you scale without headaches.
Loop Returns
Make returns painless with this highly rated Shopify app. Customers can easily start returns or exchanges online, while automation handles the tracking and refunds, turning a potential negative into a positive customer experience.
Common challenges and how to solve them
Multichannel ecommerce brings great opportunities, but comes with its challenges. Here are the main challenges and their solutions.
- Keeping accurate inventory: Selling on multiple platforms can cause inventory mistakes, leading to overselling and unhappy customers. Inventory apps like Stocky automatically sync inventory levels across all your sales channels in real time.
- Shipping orders efficiently as you grow: Fulfilling orders from different platforms becomes overwhelming as your business expands. Third-party logistics providers like Flexport (via Shopify Fulfillment Network) help you ship faster with less work on your part.
- Maintaining consistent product information: Keeping product details, images, and prices the same across all platforms is time-consuming and error-prone. You can update product information once in Shopify, and it automatically updates across all connected sales channels.
- Managing returns effectively: Handling returns from multiple platforms can complicate inventory tracking and disappoint customers. Integrate Loop Returns with Shopify to create a simple self-service return process that automatically updates your inventory.
Multichannel ecommerce case studies
Swee Lee
Swee Lee, a music store chain in Southeast Asia that's been around since 1946, switched from Magento (Adobe Commerce) to Shopify to better connect their online and physical stores.
After adding Shopify's point-of-sale system, they saw big improvements: online sales went up by 50% year-over-year, store sales grew by 17%, and they could now manage 60,000 products across all locations.
Using Shopify's commerce platform, Swee Lee quickly opened online stores in six different countries, and was able to fix customer problems in minutes instead of days because all their information was in one place.
Good American
Good American, a clothing brand started by Khloe Kardashian, focuses on high-quality denim and size inclusivity. They successfully expanded from online-only to add physical stores, using Shopify POS to connect their digital and in-person shopping experiences.
Integrating Shopify with their existing NetSuite ERP system, they created a smooth operation that tracks sales across all channels while maintaining the same customer experience, whether online or in-store.
The unified approach has delivered impressive results: a high customer satisfaction score of 91.69, 20% fewer returns for their most-returned products when purchased in-store compared to online, and the ability to grow their retail presence without creating complicated new systems.
Christy Ng
Christy Ng started her business selling shoes at Malaysian flea markets and on Facebook, growing from her mother's living room to 10 retail stores and online channels serving both local and international customers.
When her previous platform, Opencart, couldn't handle high traffic during product launches and required slow, manual order processing that took two days per order, she switched to Shopify Plus during the pandemic.
After moving to Shopify Plus, Christy Ng's business achieved impressive results: 400% revenue growth, 50% fewer customers abandoning purchases at checkout, and a dramatic reduction in order processing time from two days to just one hour thanks to automated workflows through Shopify Flow and other integrated apps.
Best practices for multichannel ecommerce
Success in multichannel selling comes down to smart coordination and exceptional customer experiences. Here are five ways to succeed:
- Keep all inventory in one place: Track everything in a single system to avoid selling items you don't have. Shopify's Stocky tool helps keep counts accurate across all sales channels.
- Set up automatic shipping: Let technology handle order processing to reduce mistakes and ship faster. Shopify Fulfillment Network can automatically send orders from all your sales channels.
- Customize for each channel: Every channel has distinct audiences and best practices. Optimize your listings to match the expectations and behaviors of users on each platform. For example, highly visual, engaging product stories perform best on Instagram, whereas clear and structured listings with competitive pricing stand out on Amazon or Google Shopping.
- Make your brand look the same everywhere: Customers should recognize your brand no matter where they shop. Keep your logos, messaging, and service quality consistent across all platforms.
- Check what's working regularly: Look at your sales data to see which channels perform best. Use Shopify's analytics to track sales, conversion rates, and customer behavior so you can focus on what works.
Read more
- Stop Trying to Increase Your Conversion Rates
- The Dirty Little Secret Traditional Enterprise Software Companies Don't Want You Knowing
- How I Raised $1.1 Million Without a Network or Experience
- How Beard & Blade Doubled Its Wholesale Ecommerce a Year after Replatforming from Magento
- 14 Video Ads That Blew Our Minds In 2015
- Artificial Intelligence: Armageddon or Nirvana? Experts Predict What Happens Next
- 21 Ecommerce Personalization Examples & 7 Scalable Tactics
- Shopify vs. Magento 2023 — Which Platform Is Best for You?
- Shopify vs. Bigcommerce — Which Is the Better Ecommerce Platform in 2023?
- Shopify vs. Salesforce Commerce Cloud
Multichannel ecommerce FAQ
What is the difference between multichannel and omnichannel commerce?
Multichannel commerce means selling through multiple separate channels (like a website, physical store, and marketplaces) that don't necessarily work together. Omnichannel commerce creates a seamless experience across all channels, so customers can switch between them while shopping.
What is an example of multichannel?
A clothing retailer selling products through their own website, an Instagram shop, Amazon marketplace, and a physical store would be a multichannel approach. Each channel might have different inventory systems, pricing strategies, and customer service experiences.
Is Amazon omnichannel or multichannel?
Amazon itself operates as an omnichannel retailer with integrated online marketplace, physical stores (Amazon Go, Whole Foods), voice shopping (Alexa), and mobile apps that share customer data across platforms. For third-party sellers using Amazon alongside other sales channels, Amazon typically represents just one channel in their multichannel ecommerce strategy.
