Consumer behaviors and expectations have changed a lot since the early days of eCommerce. With so many different platforms and devices to interact with, consumers rarely begin and end their shopping journey in a single location over one session. Rather, they will browse through various digital channels—such as websites, marketplaces, social media platforms, and comparison shopping engines (CSEs)—to find the best products for the most competitive prices.
For some shoppers, finding the right deal may take several minutes, while for others, it can take several weeks. And when they are finally ready to make a purchase, consumers expect the checkout process to be as quick and simple as possible. So how do brands give consumers the ability to find, research, and purchase their products effortlessly at any given moment? The answer is creating and executing a multi-channel eCommerce strategy.
By selling your products on marketplaces like Amazon and social media platforms like Facebook, you can elevate your brand’s digital presence, attract more customers, and establish new streams of revenue. These channels not only supply businesses with millions of potential customers, but they also provide credibility, as consumers are more likely to trust brands that work with household names like Amazon.
Whether they are engaging with Instagram via their smartphone, browsing eBay on their home desktop, or comparing prices on a CSE from their work laptop, giving multi-channel shoppers the freedom to purchase products on the spot removes friction from the customer journey, leading to higher conversion rates for your business.
From optimizing product listings for specific platforms and audiences, to retargeting cross-channel shoppers with personalized ads, there are many ways to make your multi-channel eCommerce strategy more successful. But perhaps the most important thing, for any business, is data centralization—especially as you add more and more channels to the customer journey.
Having sales and marketing data from multiple storefronts all in one place allows you to see what’s working and what isn’t, so you can continually refine your strategy. You will also need a sophisticated system for managing inventory, product data, order fulfillment, shipping, and so on. In other words, achieving an effective, data-driven multi-channel eCommerce strategy is made possible with a solid technological infrastructure.
Here at Codal, we help businesses create and implement multi-channel sales strategies with technical expertise, extensive research, and cutting-edge tools.