Omnichannel in e-commerce business

Omnichannel also called the multichannel strategy is selling goods, services, and interacting with clients with multiple channels of the distribution. The channels are strictly integrated. In today’s article, I’ll show the most important information about managing sales, distribution, and pricing policy around the concept of omnichannel.

Implementing the multichannel strategy in e-commerce means that a company’s actions are integrated and consistent. All to satisfy the client’s needs and support them on every stage (client support, complaint service, guarantee, solving customer’s problems after purchase). Well organized actions have to provide individual, tailored and efficient communication (in any channel) through:

  • Email

  • Mobile application

  • Phone calls and instant messages

  • Social Media (Facebook, Twitter, Instagram, etc.)

  • Blogs and websites (often omitted but important category)


Omnichannel and price monitoring

Omnichannel strategy with multiple channels of sales gives a lot more opportunities to control prices than having just one channel of distribution.

  • Producer’s actions

If you are a producer, having your e-commerce build a positive brand image and gain a reputation among clients without decreasing the prices (as it would influence the relations with your contractors).

It can be done by offering additional bonuses while the client purchases something in a producer-owned shop – it can be free shipping, discount code, direct contact with a dedicated customer success manager, or adding a free gadget with a company logo.

The recipient is ensured that they get something more than when buying in a reseller’s shop. This strengthens brand loyalty.

In this case, it is worth investing in the price monitoring platform that can help to determine its product distributors that offer the most attractive contract conditions.

  • Retailer’s actions

If you are an e-shop that has a chain of brick and mortar stores and online shops (it is a typical multichannel example) it is worth investing in one of the monitoring tools that has a fee. You can constantly control the competitor’s actions in omnichannel and evaluation of your actions. It is visible in the DIY sector that offers various tools and materials to do things yourself. The brick and mortar shops offering DIY goods are placed close to each other. Providing that, it is easy to monitor competitor’s prices and goods availability and finally, your shop can adjust pricing policy and stock up to client’s standards.


Monitor prices in omnichannel!