Retailers can no longer operate in a single sales channel: It’s an omnichannel world and consumers are looking for convenience along with a consistent and cohesive brand experience. Although brick-and-mortar (the physical shopping experience) is still a valid option, it’s not a necessity for modern merchants. That said, today’s online consumers shop differently. They utilize storefronts, social platforms, online marketplaces and more. The key for ecommerce retailers is to digitally diversify how they sell to better meet the needs and expectations of their customers.
Ecommerce sales channels are the various platforms and channels through which businesses sell their products or services online. These channels can include a company's own website, third-party marketplaces like Amazon or eBay, social media platforms such as Facebook or Instagram, and even offline channels like brick-and-mortar stores with online sales capabilities.
Merchants that leverage multiple ecommerce sales channels reach a wider audience, diversify their revenue streams and can optimize their sales strategies to meet the preferences and behaviors of different customer segments. By effectively managing and integrating these channels, ecommerce retailers can enhance their online presence, drive sales growth and stay competitive in the digital marketplace while enhancing the customer experience.
Multichannel selling is offering products or services through multiple independent sales channels, such as a company website, social media platforms and third-party marketplaces, but these channels may operate in silos with little integration. On the other hand, omnichannel selling takes a holistic approach by seamlessly integrating all sales channels into a unified, cohesive experience for customers. In an omnichannel strategy, customers can transition between channels effortlessly, with consistent branding, pricing and customer service across all touchpoints. Omnichannel selling prioritizes customer convenience and engagement, aiming to provide a seamless journey from discovery to delivery, and beyond. Ultimately, while multichannel selling expands a company's reach, omnichannel selling enhances the overall customer experience, fostering loyalty and driving long-term growth and customer retention. When a brand can achieve unified commerce, they've given themselves a competitive edge.
While handling multiple ecommerce sales channels may seem like extra work, today’s integrations make streamlining operations easier and provide better real-time visibility. The benefits far outweigh the effort to expand and create strategies around omnichannel selling. Retailers that use multiple ecommerce channels experience:
Entering a new sales channel takes planning and a strategic approach. First, you’ll want to look at the type of channel: Are you entering an online marketplace? Are you looking at working with a new retail partner? Are you planning to sell wholesale? Each channel requires a different strategy and considerations. Before expansion, consider:
You should have the sales channels that fit your product lines and brand. Beyond that, it’s a matter of timing. Common ecommerce sales channels include:
An online store operating direct-to-consumer (DTC) sells products directly to customers through its own digital platform, bypassing traditional retail intermediaries. Customers browse the store's website, select products and make purchases online. Transactions are processed through the store's ecommerce platform. The store handles order fulfillment, shipping and customer service internally, maintaining direct control over the entire sales process.
Online marketplaces are digital platforms serving multiple merchants. Ecommerce retailers can list and sell their products to a wide audience of consumers. Merchants must first create an account on the marketplace and then list their products, set prices and manage inventory within the platform's framework. Customers visit the marketplace, browse through various product listings from different sellers, make purchases and complete transactions directly on the platform. The marketplace typically facilitates payment processing, order fulfillment and customer support, providing a centralized and convenient shopping experience for both merchants and consumers.
Wholesaling is distributing your products to other businesses for resale rather than to consumers individually. It can act either as your primary sales channel or as part of a broader omnichannel strategy. It allows you to move large volumes of inventory in a single transaction.
A B2B sales channel is where you simply sell your products to other businesses. For example, you sell tires to an auto manufacturer, microfiber towels to cleaning businesses or stationery for corporate use. A B2B channel can be profitable since companies may have more spending power and have the potential to become a repeat buyer.
Mobile apps act as a sales channel by providing a platform for brands to showcase and sell their products directly to customers through their smartphones or tablets. To create a mobile app as a sales channel, businesses typically follow these steps:
Expanding into a new sales channel requires careful planning and execution to ensure success. Here are the steps you can follow:
An omnichannel fulfillment 3PL (third-party logistics provider) plays a critical role in supporting the expansion of ecommerce channels. One of the biggest barriers can be the ability to scale quickly. With the right 3PL, a scalable infrastructure is already in place. They have the framework and resources to handle increased order volumes across multiple sales channels without overwhelming internal operations. A 3PL also gives you flexibility and agility. They can help brands adapt quickly to changing market demands and seasonal fluctuations by scaling operations up or down as needed, without the constraints of fixed infrastructure costs.
A 3PL partner can also supply a diverse distribution network of strategically located fulfillment centers across different regions. This enables efficient order fulfillment and timely delivery to customers regardless of their location, supporting expansion into new markets. Additionally, many 3PLs offer advanced technology platforms that integrate with various ecommerce platforms and sales channels, providing real-time visibility into inventory levels, order status and shipping updates across all channels.
Let Cart.com help you expand into new sales channels. Our expert team can give you valuable insights and best practices for optimizing fulfillment operations, navigating regulatory requirements and maximizing efficiency in expanding ecommerce channels. We’re here to help brands make informed decisions and achieve sustainable growth. Contact our team today for more information.