Skip to content

Multichannel commerce

Multichannel commerce means selling through several channels. Buying journeys can remain separate even when some data is connected.

E-Commerce

Selling through several channels

Multichannel commerce means selling through several channels, such as an owned webshop, an online marketplace and a physical shop. Channels can have their own buying journeys and processing workflows. Individual data connections are possible. The label alone does not promise that customers can continue the same cart or order across channels. Omnichannel selling places those coordinated transitions at the centre.

A fictional office-chair merchant sells through its own shop and a marketplace. When a marketplace order is imported, its source channel and that channel's order reference are retained so the business can handle the right transaction. In this example, the buying journey started there remains separate; visiting the owned shop does not continue that cart. Whether inventory or product data is maintained jointly and synchronised behind the scenes is an additional implementation decision.

Sources

Related terms

Articles on this topic

Insights · E-Commerce2 minAssess B2B ordering separately before replacing the ERPA new customer interface can build on the existing ERP. Reliable data access, confirmed orders and integration limits determine whether it works.Lena FischerNov 13, 2026
Insights · E-Commerce2 minSelling in several countries needs more than translated textLanguage, delivery country, currency and payment are separate settings. A fictional country switch shows what needs to be checked together.Anna NeumannNov 13, 2026
Insights · E-Commerce2 minReconcile cart abandonment with order statusCompare missing purchase events with linked order and payment data. Three fictional journeys show different next investigations.Anna NeumannNov 13, 2026
Insights · E-Commerce2 minReturn analysis needs the product information shown at purchaseA return reason needs links to the variant and product information at purchase before changing shop software. The current catalogue may show a different version.Lena FischerNov 13, 2026
Insights · E-Commerce2 minAssess a shop relaunch by version and customer journeyEvaluate visible purchase journeys and internal processing together after a relaunch. Version links and comparable observations inform the next change.Lena FischerNov 13, 2026
Insights · E-Commerce2 minDesign customer and field sales apps around their tasksCustomer reordering and field sales work for assigned customers need clear flows. An example shows where company context, drafts and shared components matter.Lena FischerNov 13, 2026
Insights · E-Commerce2 minChoose payment methods for customer needs and operationsFor each additional payment method, assess the missing customer route, technical suitability, refunds and operational reconciliation.Lena FischerNov 13, 2026
Insights · E-Commerce2 minHeadless shop: which customer task justifies the work?A custom storefront needs a concrete purpose. An example separates brand presentation, specialised buying workflows and ongoing operation.Daniel HartmannNov 13, 2026

E-Commerce with ASES

Online shops, marketplaces and B2B portals

Request a quoteMore on E-Commerce