What omnichannel is and what sets it apart
Short definition
Omnichannel is an approach in which all sales and contact channels (online shop, marketplaces, brick-and-mortar store, B2B portal, phone) work as one consistent whole. The customer sees the same prices, stock and history regardless of where they buy.
Omnichannel is a sales strategy in which all of a company's channels form a single experience. A customer can start a purchase in one place and finish in another, always seeing consistent prices, availability and order history. This applies to both B2C (shop, marketplaces, store) and B2B (ordering portal, sales rep, phone).
Omnichannel differs from multichannel. Multichannel simply means selling across many channels, often running separately and inconsistently. Omnichannel requires those channels to share a single source of truth - the same stock levels, price lists and customer data - otherwise discrepancies and false availability promises quickly appear.
Omnichannel depends on integration. Stock, prices and orders must circulate between channels and the ERP in near real time. Open Mercato often acts as the hub connecting the shop, marketplaces and B2B portal with accounting, giving one consistent picture across all channels.
Key facts about omnichannel
- All channels work as one consistent experience.
- Omnichannel is not multichannel - it needs a single source of truth.
- Without ERP integration the channels quickly drift apart.
Frequently asked questions
How is omnichannel different from multichannel?
Multichannel is selling across many channels, often separately. Omnichannel requires the channels to share the same stock, prices and customer data - creating one consistent experience.
What do I need to go omnichannel?
Above all, integration of channels with the ERP so stock and orders are shared. We connect the shop, marketplaces and B2B portal with accounting via Open Mercato as a hub.
Related terms
Want consistent stock and prices across every channel? Let's talk.
Book a free call