Multichannel retail

Multichannel retail sells through more than one channel, such as shops, a website and marketplaces. The channels may operate separately, with different stock records, prices or customer processes.

Channels can include physical shops, an owned website, marketplaces and telephone ordering. Each may serve a different audience and require different prices, fees or stock rules. Managing several channels introduces coordination work even when each performs well separately, particularly if they share inventory but update availability at different times.

For example, a retailer may sell the same goods in-store and through two marketplaces, with each channel using its own order process. Inventory synchronisation helps prevent duplicate promises of the same stock. Omnichannel retail goes further by connecting the customer journey and service across those channels.