Leveraging multi-channel integration in ecommerce

Published on March 26, 2020
Last modified on February 19, 2021

The e-commerce landscape has evolved a lot over the past years:

E-commerce sites, for example, went from being a mere “nice-to-have” to an actual necessity for merchants who want to reach the increasingly large number of consumers shopping online.

Emerging technologies in mobile phones and smart devices have also transformed the way people engage with businesses.

And what used to be distinct channels—in-store, online, mobile, social media—now form one brand experience that customers expect to be seamless and connected.

Because of this, it’s no longer enough to simply sell through multiple channels and treat them as different areas that need separate strategies. To give your customers a unified brand experience across these channels, you’ll need to have a fully integrated setup—from your internal business systems all the way to your customer-facing platforms.

Multi-channel integration in e-commerce is the process of connecting different systems, channels, or platforms involved in your e-commerce strategy with one another, in order to streamline the flow of data coming in and out of these systems and to provide a coherent and consistent shopping experience for customers.

In this guide, we’ll walk you through the different things you need to know as a business owner about multi-channel integration: