Multichannel Selling: What It Is and Best Practices

Most shoppers are multichannel consumers, meaning they regularly shop on more than one platform. Studies show that anywhere from 42% to 73% of consumers use multiple channels during their shopping journey. This behavior underscores the need for a multichannel selling strategy. 

By selling on different platforms, you can meet customers everywhere they are, whether it’s on social media, ecommerce platforms, or in-store. Regardless of your business size, this approach will allow you to increase your reach and maximize your sales.

In this article, we’ll cover what multichannel selling is, which channels might be right for your brand, and how to start your multichannel selling strategy.

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Note: This article was created in collaboration with LitCommerce.

What is multichannel selling?

Multichannel selling is a strategy in which a brand uses multiple channels to sell products. This approach aims to get products in front of customers wherever they shop. Multichannel management can involve using your website and online store, online marketplaces, social media, or and brick-and-mortar stores.

For example, consider a brand for health supplements and natural ingredients. This brand can leverage various channels to reach their target audience and boost their sales.

• On their own website, where they can sell their supplements and other products directly to customers.

• On a third-party marketplace, where people are likely to browse multiple brands and discover theirs.

• On social media, like TikTok, through engaging in-feed videos and livestreams.

Multichannel selling gives customers more ways to buy from and discover a brand. On the other hand, omnichannel selling—where a brand handles every order, no matter where the customer buys from—makes the shopping experience smoother by connecting all these options. For example, with omnichannel selling, customers can order online and pick up their items in a store, making their shopping journey easy and seamless.

What sales channels are involved in multichannel selling?

There are plenty of sales channels and digital marketplaces to choose from. However, a multichannel selling strategy can include 6 main types of sales channels.

1. Your website and shopping cart 

2. Online marketplaces 

3. Social media 

4. Mobile marketplaces

5. Comparison websites 

6. Brick-and-mortar stores, pop-up stores, or market fairs

Each of these channels attracts different customer segments, has its own market focus, requires distinct marketing strategies, and offers various advantages and challenges.

How does multichannel selling benefit sellers?

Multichannel selling benefits you and your customers since it helps you get in front of new potential customers and customers can buy your products in more than one place. Here are 3 main benefits of listing your items across multiple channels.

1. It expands your customer base

Multichannel selling gets your products on more channels and in front of more shoppers, which can increase the chance of gaining them as your customers.

For example, think about social media. People spend about 151 minutes a day on social media but only pay attention to one screen for 47 seconds on an average. By using social media in your selling strategy, you can show off your products where people already hang out and then let them continue shopping through their favorite channels.

Plus, online marketplaces, mobile apps, social media, and comparison sites each have their own unique customer base. If you sell through only one of these channels, you’re limiting yourself to just one market.

2. It increases brand awareness

Think of big brands—they’re everywhere: in stores, online, on TV, in your emails, and on social media. This widespread presence builds brand awareness.

Multichannel selling works the same way. By being present on various platforms like Amazon, eBay, and Etsy, or selling on TikTok or other social platforms, you expose your brand to a wider audience and increase visibility. This expanded reach helps build awareness and trust with more potential customers.

4. It generates more sales

Retailers who sell on three or more channels generate 143% more revenue than those who stick to solely one or two channels.

Why? Increasing your touchpoints, brand exposure, and customer base while offering your products across multiple sales channels leads to more buyers. 

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How to start multichannel selling on Squarespace

Starting multichannel selling involves choosing the right sales channels and integrating your online store with various sales platforms to broaden your reach and boost sales. Here’s a step-by-step guide to help you get started with a Squarespace site.

1. Choose the right sales channels

Customers shop around, but not everyone shops the same way. Thus, it’s crucial to identify the right channels to target your audience. Think about where your target customers are most active. Choose channels that align with their shopping habits and preferences.

Here are some factors you can consider when choosing the platforms for your multichannel selling strategy.

• Customer demographics: Know your ideal customers’ age and shopping habits. For example, if you target Millennials and Gen Z with trendy clothing, focus on selling on Instagram and TikTok.

• Product type: Match your channel to your product. For bulky items like furniture, a showroom might be better, while jewelry or decor fits well on online marketplaces.

• Profit margins: Factor in the cost of selling on each channel. Marketplaces often have commission fees, while your own website offers more control, but may require extra marketing efforts.

2. Create your store on sales channels

Once you’ve selected the channels that align with your target audience, it’s time to set up your stores on these platforms.

If you haven’t set up an online store yet, start there. Then, you can extend your reach by creating additional stores for your multichannel selling strategy. 

Create accounts and storefronts on your chosen platforms. Each will have its own registration process and required documents. Make sure you have images and product descriptions that match the format and audience of the platform you’ve chosen, to show your products in the best light. 

3. Integrate sales channels with your website

Selling on different channels means managing your listings, inventory, and orders on several platforms. This might come with the challenge of keeping your data updated and accurate. For example, if your customers make an order on a platform, you might need to switch to others to update your inventory. 

You may find it helpful to connect to a multichannel selling tool to keep these details organized. With a Squarespace website, you can explore Squarespace Extensions, and browse or search for available extensions to enhance your store’s capabilities. LitCommerce integrates with Squarespace online stores to help you easily connect with top marketplaces and sales channels. 

With LitCommerce, you can handle:

• Bulk listing: This feature can save you the time and effort of manually listing your products to a new marketplace one by one.

• Inventory sync: Keep your inventory synced and updated across all your sales channels, so you can avoid overselling or overstocking.

• Order management: Manage your orders from various sites from your Squarespace dashboard. This not only helps you better manage your orders but also avoids missing orders, which can hurt your brand’s reputation.

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4. List your products to sales channels and start selling

Once you’re set up with the sales channels you want, create listings for these channels and go live with your stores. Ensure that product details and pricing are consistent across all platforms to maintain a professional appearance.

After setting up your stores, start promoting your products across your sales channels. Use marketing strategies such as promotions, email newsletters, and paid ads to drive traffic and sales.

Multichannel selling allows you to cater to today’s diverse shoppers. The trigger for a purchase could be anything—a web search, a social media ad, or even experiencing the product in a store. By adopting a multichannel approach, you’ll increase your sales opportunities across various platforms.