Multichannel sales: the present and future of e-commerce

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Being present in multiple locations at the same time is now a reality in the multifaceted life of businesses. For most brands, online started out as just another sales channel. But today, with consumer behavior becoming increasingly multichannel – that is, with the need to take advantage of all possibilities of contact with consumers – it is essential that brands also invest in a global strategy that multiplies the shopping experience: multichannel sales.

This business model materializes the brand's presence across multiple channels. And the idea behind the multichannel strategy is precisely this: Being able to maintain a flow of communication at any point of contact with the consumer, strengthening the possibilities of reaching and retaining customers.

Multichannel sales: why are they so important?

The real challenge today is knowing how to deal with customer hungary whatsapp number database and their levels of demand. This is why the importance of adopting a multichannel strategy is increasingly greater: according to a study by Harvard Business Review , 73% of people admit to switching between channels when shopping online.

The truth is that having a physical store does not mean having to give up this channel to invest in online channels. The goal is simple: to multiply sales opportunities by offering other ways for customers to get to know and buy the brands' products. It is the possibility of placing the brand in front of a large audience that makes online channels increasingly relevant.

This is a more advantageous alternative than, for example, expanding the physical store network. In addition to the operational costs, the advantage of online sales is the fact that the brand is available on several platforms, 24 hours a day. This allows the brand to win new customers with the various channels available.

The secret lies in the essence of brands’ multichannel approach:
The convenience for the customer to be able to buy from home with simple internet access;
The ability to purchase through multiple mobile devices;
The ease of finding a greater variety of products that are often not available in physical stores;
To take advantage of opportunities, the secret is to extract the full potential of each channel.

How to take advantage of each sales channel?
Investing in multiple points of contact with consumers is key to scaling business results. Based on this logic, brands have started to consider numerous sales channels: from social networks or blogs, to online sales platforms, marketplaces and brand online stores. But which sales channels add the most value to a multichannel strategy and how can they be leveraged?


Physical store
Those who think that physical commerce has lost its relevance are wrong. The truth is that the vast majority of physical businesses have suffered the effects of the economic shutdown, resulting from the negative impact of the COVID-19 pandemic. However, physical stores are still a major driver of commerce, despite the need to restructure business models, in a clear adaptation to the digital world.

There is no doubt that physical stores remain relevant for those who simultaneously invest in digital. The shopping experience is the main aspect to take into account in any business model: in a physical store, there are small details that make a difference, such as temperature, lighting, olfactory sensations or the possibility of trying on products, features that digital stores cannot yet offer.
Online Store
Remember that the main goal of scaling your business is to make your products more visible and increase profitability, but to do so it is essential to provide the best experience to the consumer. All the physical aspects mentioned above are replaced, online, by good usability and organization of content, fast delivery, return policy and checkout experience.

Shopping from home, from the comfort of your sofa, and accessing a wide variety of options on any mobile device, at any time, is the great advantage of online shopping. In this sales channel, it is important to take care of your image, tone of communication and commercial policy. These are the aspects of differentiation in a multichannel strategy.

Social media
It is not just another sales channel. Social networks are important channels for interaction between consumers and brands. Brands must have a presence on social networks: in addition to attracting a large audience, they simplify the way in which content is shared and consumed online. While they represent a low-cost opportunity to boost brand content, they are also a way to create and share relevant content for a wider audience, enabling real-time interaction with potential customers.