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E-Commerce Marketing Campaign

What Is Omnichannel E-commerce?

Omnichannel e-commerce is a marketing approach that creates a unified customer experience across multiple platforms. Specifically, omnichannel retailers deliver the same experience across every channel and create a seamless experience that transcends individual platforms

This is different from multichannel e-commerce, where brands sell across different channels but offer different experiences. While consumers may be able to shop on social media, a website, and a brick-and-mortar store, they can’t move seamlessly between them.

There is one other form of commerce: single-channel e-commerce. This is when brands only sell through one channel. That could be a traditional store, an online shop or a marketplace like Amazon. This approach limits brands to just one platform, which can be devastating if that platform makes changes.

With omnichannel e-commerce, customers hop from device to device, or platform to platform during the conversion process. As a brand, you need to keep up.

Why Is an Omnichannel E-commerce Strategy Important?

An omnichannel e-commerce experience sounds better than a multichannel or single-channel experience, right?

That’s reason enough to adopt an omnichannel approach, but it’s not the only reason you should. Omnichannel e-commerce provides a better customer experience and allows your brand to take advantage of new platforms, increase customer retention rates, and boost sales.