2022.05.25 18:47

Multichannel Ecommerce – Is It Right for Your Business?

If you are pondering whether multichannel ecommerce is right for you, then the chances are you already have a website that you understand the importance of. A website alone may not be enough to open up your audience, which is when you need to think about your overall marketing strategy for your brand. Your marketing strategy will need to include SEO and website management basics, but you also need to think about how you can further appeal to a broader audience.

Multichannel is very straightforward and means selling across multiple channels/platforms. There are plenty of options for this and many things to consider when taking your first steps towards being a multichannel seller.

Each industry will have its own multichannel platforms that are relevant to its products and services, so this is the first area for you to research and consider. These different channels can range from numerous marketplaces to social media. If you take a fashion brand as an example, you could sell via your website, select pieces that could work for Amazon, on a platform such as Silkfred, and then on your social media channels. This means that you can engage with customers across any part of their online journey. Appearing in search results across multiple platforms also means that you are more likely to start building your brand awareness subconsciously with potential customers. Having an excellent multichannel presence will show the effort you take with your brand, and this in itself is a reflection of what you are selling. Getting the right products on the proper channels gives your potential customers the message that you understand their needs.

Before deciding to get your product data together for a launch with another channel, you need to consider how easily this can integrate with your existing website. Many website platforms will have integrations with some of the larger channels, such as Amazon; however, it is best to discuss this with your developers or support team to know what your options are. Suppose you have Adobe Commerce development support, for example. In that case, you will be able to take advantage of the free Amazon Sales Channel functionality to decide which products you want to sell, set and adjust the sales price, and manage the orders all from your website admin. Listing your products on Amazon through this integration means less hassle but more chances to get your products seen. Marketplace integrations such as this are available to different extents across many website providers.

If you are an independent retailer creating small batches of handmade items, assessing which platforms are right for you can be tricky. Some platforms may not have seamless integration, and if that’s the case, you will need to evaluate whether the time you will spend managing another platform will be worth the financial return. Marketplaces such as Etsy only sell goods that are either vintage or handmade. The only items that can be sold that aren’t handmade or vintage are crafting materials and crafting accessories. Due to this, Etsy is an excellent place for a small business to gain some exposure. You do have to pay to list your items and pay a transaction and listing fee. These fees are pretty minimal for the exposure you could potentially get, but again this is a business risk you need to calculate. If the time to manage your listings and the cost of those listings get you just a handful of loyal and returning customers, you will be able to absorb these costs.

Whichever channels you decide to branch out into, make sure your branding is clear. Your level of service and tone of voice needs to remain consistent across all of your marketplaces and platforms. Different channels will have specific guidelines to adhere to, so make sure you fully understand those before starting to sell. These selling guidelines will also help you know which channels are the right fit for your business and how realistic it will be for you to manage the platform. While it’s good to take a chance on newer platforms, you must understand that they may not always be successful.