What is omnichannel e-commerce?

Electronic commerce, or e-commerce, has revolutionized the way people buy and sell products and services online.

However, with the rapid expansion of e-commerce, consumers now expect a seamless and diverse shopping experience, regardless of the channels they use. This is where omnichannel comes into play

What is omnichannel e-commerce?

Omnichannel is a sales strategy that enables consumers to navigate easily between different sales channels.

Customers can move from one channel to another without losing their purchase history or their shopping cart. For example, a customer can start filling their basket on a website, continue on a mobile app, and finalize their purchase in a physical store without having to start the purchasing process all over again.

This enables companies to offer a consistent and seamless shopping experience, which can improve customer satisfaction and loyalty, as well as sales. In this diverse landscape, the crucial question arises: marketplace or e-commerce?

Omnichannel vs. multichannel: what are the differences?

Omnichannel and multichannel are two online sales strategies that are often confused, but which have major differences.

Multichannel, on the other hand, involves the use of several sales channels. However, these channels are independent of one another. This can lead to problems of consistency and harmonization, both in communication and in the buying experience.

The different omnichannel sales channels

Here are the most important ones:

Online store:

The online store is one of the most important sales channels in an omnichannel strategy. It enables customers to access the company’s products and services at any time, from any location, without having to physically visit a store.

To be effective, an online store must be intuitive, easy to navigate and compatible with the different types of devices used by customers, such as smartphones, tablets and computers.

Marketplace:

A marketplace is a website that brings buyers and sellers together.

The advantages for companies selling on these platforms are numerous: increased visibility to a wider audience, payment and delivery infrastructure already in place, simplified transaction management, reduced marketing and advertising costs, etc. But how do you choose a marketplace?

Social networks:

Social networks, such as Facebook, Instagram, Twitter and Pinterest, enable companies to sell their products directly from their social media pages or accounts.

Using this sales channel allows companies to strengthen their online presence and interact directly with customers. It also offers a variety of sales tools, including buy buttons and integrated payment functionalities, which make the transaction easier for customers.

Mobile applications:

These enable companies to offer more personalized and mobile online shopping experiences. Customers can purchase products using their smartphone or tablet, which can enhance the shopping experience by offering localization and personalization features.

However, creating a mobile app can be costly and time-consuming, especially for small businesses.

Physical stores:

Physical stores are a traditional sales channel that can also play an important role in an omnichannel strategy. Although more and more consumers prefer to shop online, physical stores continue to offer a unique shopping experience that customers can’t find online.

Indeed, some companies have a network of physical stores and offer their customers the option of ordering online and collecting their order in-store (click and collect). This allows customers to benefit from the convenience of e-commerce while enjoying the in-store experience and personalized advice of sales staff.

The importance of omnichannel

1/ Meeting customer expectations

Today’s customers have high expectations when it comes to the shopping experience. They want a consistent shopping experience across all sales channels, with accurate product information and flexible delivery and return options. Omnichannelity enables companies to meet these expectations and offer a seamless shopping experience, no matter how the customer chooses to shop.

2/ Increase sales

Omnichannelity enables companies to increase sales by offering customers more diversified purchasing options with a cashback system. Customers can buy online and collect in-store, buy in-store and have it delivered to their door, or buy online and return in-store. This enables companies to reach a wider audience and maximize sales opportunities.

3/ Greater visibility

By being present on several sales channels, companies can improve their online visibility. Marketplaces, social networks and mobile applications are platforms where consumers spend a lot of time, and being present on these channels can help companies reach new customers.

4/ Improve customer loyalty

Omnichannel can improve customer loyalty by offering a more personalized shopping experience. Companies can collect data on customers’ buying habits and preferences across all sales channels, enabling them to provide personalized offers and recommendations. This can help build customer loyalty and encourage them to return for further purchases.

5/ Inventory management optimization

By connecting their sales channels, companies can gain an overview of their inventory and better manage their stocks. This prevents stock-outs and optimizes inventory management for each sales channel.

The challenges of omnichannel

Channel integration:

Integrating different sales channels can be a major challenge. You need to be able to track inventory in real time, synchronize customer data and guarantee a consistent experience across all channels.

Implementation costs:

Setting up an omnichannel system can be costly, both in terms of IT development and investment in the various sales channels.

Logistical complexity:

Processing orders from different channels can be complex, especially when it comes to delivering products efficiently and cost-effectively.

Changing customer expectations:

Customer expectations oftheshopping experience continue to evolve, which means that companies must be able to adapt quickly to these changes to remain competitive.