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Multi Channel selling

Why Multi-Channel Selling Is Essential To Ecommerce Growth

Frank Jackson, 01/25/2018,

Setting up and managing new sales channels can be a challenge for retailers. One of the great things Shopify has been doing in response is making it easier for store-owners to increase their reach, and ultimately increase sales through multi-channel platforms** such as Amazon, Facebook, Instagram, and Etsy.

The research shows that retailers with two marketplaces for selling generate 190% more revenue than those with just one. Much of ecommerce is a numbers game, and if you’re not growing you online presence, then you’re limiting your opportunities.

Thinking In the Way Your Customer Thinks

The way buyers make their decisions online makes it vital that you to have a strategy for selling across channels. Today’s shoppers are incorporating digital touch points along the entire path to purchase. Whether they’re searching through Google, or typing hashtags into Instagram, or looking for the best prices on Amazon, understanding this weaving across the journey should influence how you approach your overall strategy, in order to hit them with the right message within each channel.

Almost two-thirds (73%) of retailers say multichannel is important to them, yet less than 40% have made it beyond the initial stages of creating the experience. This makes this a prime opportunity for retailers to differentiate themselves from the competition.

Creating an Amazon Shopify Sales Channel

The revenue potential in marketplaces is real. Amazon has a ridiculously large share of online spend – approximately 37%. If it’s where shoppers are spending their money, then it’s where you should be spending yours too.

You can easily add your products to this massive and authoritative marketplace through the Shopify Amazon App. When you sync your product feed to the Amazon sales channel, Shopify automatically updates product info and inventory across all channels. You can also create unique offers for Amazon, view Amazon specific metrics and reporting, and handle fulfillment all from within Shopify.

Tips on Setting Up

Before you can start selling on Amazon, you need to create a Professional Seller account, with selling on enabled.

Of course, to make the most of the traffic Amazon drives to your product page, you must make sure that your listing is properly optimized — for search and Amazon marketing best practices.

You can use tools such as Merchant Words, Google Keyword Planner and Simple Keyword Inspector to find relevant keywords for your product type and to estimate search volume.

Amazon Sponsored Products

You can further increase product discovery and sales through Amazon Sponsored Products which works similar to Google AdWords, where you bid on search terms. If a person is searching on Amazon for your product, you can buy an ad relative to those search terms, and your offer will appear next to the best results.

The great thing about Amazon Sponsored Products is that it is very easy to set up. You can do it in a matter of minutes. For more tips to follow, A Better Lemonade Stand (a great ecommerce resource in general) has a handy guide that’s great for setting up Shopify with Amazon.

Other Channels to Set Up Shop

Besides Amazon, there are a number of other channels you should develop strategies for and create a presence.

Facebook Shop

You can add your products to Facebook with just one click through Shopify’s Facebook Shop App.

Product details, images, and inventory automatically sync as soon as you make an update in Shopify. Your customers will be able to check out without leaving Facebook. Buying is safe and secure, and customers can choose to save their info for future purchases.

Facebook Messenger

2 billion people use Facebook every month. Out of that, 1.3 billion use Messenger every month.

That means Messenger is a HUGE opportunity waiting for you to tap on it.

With Recart, you can build a Messenger marketing list, and send abandoned cart reminders, order receipts, shipping notifications, follow-up messages after purchase and sending unused coupon code reminders — all via Messenger.

Buying on Pinterest

Like Instagram, users who were interested in a product on Pinterest had to leave Pinterest and purchase from the stores externally.

Not anymore. With Buyable Pins, store owners can now sell products directly on Pinterest, and allow customers to checkout without leaving.

If Pinterest is a lucrative channel for you, make sure you add Buyable Pins onto your store.


Did you know you can even export all your Etsy products over to Shopify? Head to Etsify and use their integrated service to get started. Etsify will help you migrate all your Etsy Product Reviews, with auto assigning content and selective Exporting based on Rating.


A new partnership between Shopify and BuzzFeed will now give you the chance to put your products directly in front of BuzzFeed’s editors for use in BuzzFeed’s highly-effective marketing campaigns, seen and shared by millions every day.

Add the powerful BuzzFeed channel to make it easy for BuzzFeed’s writers to discover and promote your products to its highly engaged audience.

How to Optimize Your Sales When Adding More Channels

Multichannel sales strategy is nothing new, but getting it right takes testing and experience. Here are a few tips to help get you up and running:

  • UTM parameters are a staple of smart ecommerce: Using Google’s URL Builder , you can create tags added to URLs so when a link is clicked offsite, a trackable note is sent to your Google Analytics dashboard.

  • Have consistent messaging/branding across channels and devices: Multichannel businesses must have a consistent look, feel and experience across all channels. If consumers see a difference in the visual branding and messaging of your products from retail store to website, they may sense the disconnect and hesitate to follow through on their purchase.

  • Leverage audiences: Using the strengths of a built-in audience like Etsy for handmade arts and crafts will help you leverage your own advantages and get you in touch with the customers you’ve been looking for. The key is to match your strengths with the right channels and understand where your audience is.

Multi-Channel Selling Increases Buyer Trust

Why else would you want to expand your online presence to include these other channels? It comes down to buyer trust. The more places your potential buyers see you, the more legitimate you seem.

Customers often times trust your brand or product more when it’s “backed” by a relationship with a larger marketplace. Digital Commerce 360 found that in the online marketplace context, 65% of consumers feel comfortable purchasing from merchants they’ve never heard of before. Selling on a trusted shop like Amazon will help you reach customers who are otherwise hesitant to click “Buy Now” through an independent store like yours.

Instead of pushing customers where you want them to be, meet them where they already are. More importantly, anticipate their needs during each stage of the buying journey, and persuade them along the path. Multi-channel selling is simply a great way to reach an audience that may already be clamoring for a products like yours.

Looking for more ways you can optimize your Shopify store and increase sales? Watch this in-depth webinar from Todd Barrs, Gooten’s President of Ecommerce and Retail Operations, as he pin-points ways you can successfully scale your Shopify store.

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