Omnichannel Ecommerce: Brick-and-Mortar Not Required


Distant work, Zoom school rooms — these digital experiences are now not international to our on a regular basis existence. Humanity’s extra related than ever and doing issues on-line doesn’t really feel “bizarre.” It’s regular. And it’s no totally different within the retail area. 

You don’t want a brick and mortar storefront to have a thriving enterprise. In the event you’ve bought an ideal thought for a services or products, all you want is an efficient perspective and work ethic, a willingness to adapt, and an web connection.

decorated office space

Omnichannel ecommerce is a holistic means for manufacturers and retailers to consider their factors of sale and supply a constant expertise. This method goes past the concept of omnichannel and multichannel advertising and marketing — a method that includes spreading the phrase about what you are promoting by means of constant buyer interactions. It’s much less about selling and extra about making your merchandise accessible to the patron throughout all gross sales channels.

What’s omnichannel ecommerce?

Omnichannel ecommerce is a multi-pronged gross sales technique centered on delivering a seamless buyer expertise, whether or not the factors of sale are cellular units, cellular apps, laptops, or your brick and mortar retailer. 

This also needs to cowl a constant procuring expertise throughout each channel, out of your on-line retailer to Fb Market, Amazon, Etsy, and extra.

The advantages of omnichannel commerce are important as a result of folks don’t simply store in a single place. They use a number of channels — typically on the similar time. However wherever they’re, try to be obtainable. 

And whereas the purpose of sale is the top aim, you additionally want to think about what the client’s journey appears to be like like on the best way to buy. How are you going to be part of that course of? 

woman shopping for lotion in a store

The Harvard Enterprise Evaluate experiences that 73% of all prospects use a number of channels throughout their buy journey. Meaning when somebody decides to purchase one thing, even procuring on-line, there’s a strong probability they’ve finished a whole lot of analysis to make sure they’re making the absolute best choice.

Can what you are promoting not solely be the supply of the product your buyer is in search of, but additionally present context and data?

Concentrate on your complete buyer expertise, not simply after they add one thing to their procuring cart or full a purchase order order. As an alternative, try to be asking your self: How can what you are promoting be a supply of data and items, merchandise, or companies? And how are you going to do that in every single place you promote on-line?

The extra channels a buyer makes use of, the extra precious they’re to what you are promoting, with omnichannel customers liable for 23% extra return purchases and a 13% larger common order worth. So extra channels imply higher buyer loyalty. 

Omnichannel ecommerce works.

Why is it essential for ecommerce shops to make use of channels aside from their very own web sites? 

Let’s do an experiment. Take one take a look at your feed if you open social media. What number of totally different shops and merchandise are being introduced to you?

man looking at his tablet

In all probability too many to depend. In the present day’s algorithms are so strong that your feed seemingly reminds you of belongings you even forgot you had been taken with. You might not bear in mind the time you browsed the newest skincare developments, however your feed does. And it’ll let who’s bought the most effective offers proper now. 

Think about what you are promoting is the aforementioned skincare firm. Maybe you put up a hyperlink on Fb to a weblog put up in regards to the prime skincare merchandise in 2023. Somebody who’s would possibly click on on that hyperlink, learn the put up, then transfer on. However later, they might run throughout an advert to your eczema cream, and click on by means of to buy it on Amazon. And the following time they need to buy, maybe they go to your web site instantly and join a subscription. 

That’s three totally different channels a buyer has accessed: Fb, your web site, and Amazon. However all of them work collectively to create an efficient omnichannel technique.

woman shopping on a laptop

A few of this has to do with omnichannel advertising and marketing — you’re creating as many alternatives as doable for buyer engagement along with your model. Nonetheless, as a substitute of solely presenting your advertisements all through the client journey, it is best to make it doable for somebody to purchase at any level alongside the best way.

Is it tougher to create an efficient omnichannel technique and not using a retail location?

Sure and no. As we’ve outlined, the world lives on-line, so a retail location isn’t required to offer prospects with buy alternatives at a wide range of touchpoints. 

There are an a variety of benefits to a bodily location — even when it does come at a reasonably hefty expense and dedication. 

However the level is that this: You shouldn’t really feel like a scarcity of a bodily retailer means you possibly can’t have an omnichannel focus. And if you happen to do have a bodily location paired along with your on-line retailer, you shouldn’t simply name it a day. There are many further locations to satisfy your prospects so that you’re obtainable on the platform of their selection after they’re able to make a purchase order. 

woman browsing for clothes

Some great benefits of having a retail location

There are some distinct benefits to having a bodily location. For instance, you possibly can join extra personally with prospects just by having an area the place they will work together along with your workers and merchandise. 

In case your retailer is in a location with a whole lot of foot site visitors, you possibly can persuade folks to return in retailer and make a purchase order. You may bodily attain folks whereas they’re already in a procuring mentality. You may show merchandise and reply questions proper then and there. 

Furthermore, there’s alternative for advertising and marketing, akin to in-person occasions and product demonstrations for one-on-one buyer interplay. 

50% off sale sign in a store

Nonetheless, this has merely grow to be one of many doable avenues for folks to purchase. There are advantages to a bodily location simply as there are advantages to having a presence in one other on-line market. The distinction is that this avenue comes with a lot of downsides and bills. 

Some great benefits of not having a retail location

In actuality, there are an a variety of benefits to not having a retail location. There’s no overhead price of hire or utilities, nor are there any of the complications that include a bodily area. You don’t need to take care of the extra staffing and scheduling. 

You may slender your focus and funds to on-line channels which can be already confirmed. And, you possibly can stay nimble, so if one thing modifications, you possibly can adapt shortly. A bodily retailer location is a heavy funding and one you possibly can’t normally choose up and transfer on the fly. 

So, we come again to our preliminary reply: sure and no! A retail location (or lack thereof) will be each useful and difficult to your omnichannel ecommerce technique. All of it relies on your merchandise and viewers.

person typing on a laptop

Ideas for an efficient omnichannel retail technique

Now that you just perceive why omnichannel ecommerce is essential, let’s take a look at some keys for an efficient multichannel ecommerce technique. This isn’t essentially a step-by-step information, however extra of a guidelines to construct the most effective omnichannel ecommerce technique doable.

person writing on yellow sticky notes

Maintain your model identification and voice constant throughout all channels

When a possible buyer sees any illustration of what you are promoting — whether or not it’s a Fb retailer, your web site, an electronic mail, a bodily location, or one thing else — it should really feel like your model. Each on-line and offline channels should ship a seamless expertise for optimum buyer satisfaction. 

That doesn’t imply you should be 100% uniform in your promoting and advertising and marketing methods — and, in actual fact, every channel deserves its personal particular methods and content material — however the appear and feel ought to be the identical. 

Take into consideration a model as iconic as Coca-Cola. Whether or not it’s a industrial that includes polar bears, a merchandising machine at a freeway relaxation space, or an indication in a diner, that glimmering white and crimson says one factor: Coca-Cola. 

Create a model identification and voice information for what you are promoting that features issues like particular colours, fonts, logos, imagery, and language. As your organization grows and you’ve got one million different issues to consider, your future self will thanks.

designer working on a color palette

Fastidiously choose promoting channels

There are a number of selling channels that provide various kinds of goal audiences. They’ll require various approaches to search out success, however it is best to choose those who match what you are promoting and decide to giving each the eye it deserves. 

You need to choose a number of to pursue, however don’t be afraid to cross on those who really don’t match what you are promoting or viewers. 

Social procuring

That is what it appears like. Prospects browse social procuring markets like they browse retail shops, seeing what buddies and on a regular basis individuals are promoting. They really feel snug doing so as a result of they will simply entry these from their feeds — whether or not it’s Fb Market, Instagram Purchasing, or Pinterest. In the event you’re rising a following on a number of channels like these, folks ought to be capable of purchase on them as nicely.

browsing Instagram on a phone

For instance, you should use an extension to join your WooCommerce retailer with Instagram and add your product catalog, create shoppable posts and tales, and make the most of hashtags and pictures to unfold the phrase about your product.


Folks particularly go to marketplaces like Amazon, eBay, Etsy, Wayfair, and extra to buy. This may give you entry to an viewers that’s particularly in search of what you need to provide. And making your merchandise available to them is a superb method to generate gross sales with out disrupting customers’ on-line experiences (as you would possibly with advertisements). 

WooCommerce provides a number of extensions that enable you to sync your on-line retailer with third-party marketplaces. These instruments will prevent tons of time by routinely updating product particulars, stock ranges, and extra so your info is at all times up-to-date with out you having to manually commute.

Tapping right into a market like Amazon additionally offers alternatives to entry further assets. Amazon’s service known as Success by Amazon (FBA) can deal with all the processes concerned with warehousing and stock administration, delivery, and offering customer support for orders. 

Think about connecting your retailer to Amazon and assuaging some logistical stress. 

Google search on a tablet

You’re most likely placing a good quantity of labor into SEO. In an ideal world, when somebody’s in search of one thing you promote, your web site — and solely your web site — ought to present up instantly.  

However in actuality, individuals are usually conducting far more generic searches and looking a wide range of choices in search of the proper match. Google Purchasing presents searchers with these choices in a means that’s simple to shortly scan and evaluate. 

Don’t miss out in your alternative to be found. The Google Listings and Adverts extension will help you navigate the method of organising free listings to your merchandise, together with paid promotions that may get you in entrance of hundreds of thousands. 

Guarantee your web site is mobile-friendly

Though each individual and their canine and their canine’s canine has a smartphone, a surprising variety of web sites nonetheless don’t prioritize being mobile-friendly.

person scrolling on a phone

Critically. Over 50% of the web’s site visitors is cellular. 

Think about not catering to these customers! That’s half of the web!

Internet buyers count on a seamless procuring expertise on cellular. Offering this may give you a fast leap forward of some opponents and can enhance guests’ notion of your model. 

The perfect place to start out is with a theme that prioritizes cellular design. Something you select from the WooCommerce market or WordPress repository ought to do that, however if you happen to’re utilizing an older theme or one from elsewhere, it’s worthwhile to double verify.

You’ll additionally need to try your web site on units of all sizes: desktops, telephones, and tablets. Instruments like BrowserStack will help you do that digitally, with out requiring you to have bodily entry to all types of units. 

Guarantee that photos aren’t reduce off, buttons and hyperlinks will be simply clicked, navigation menus are simple to make use of, and many others. Principally, you need the person expertise to be stellar irrespective of the desktop or cellular machine.

A call to action to download an omnichannel ebook

Use buyer journey mapping

A buyer journey map represents the steps somebody takes along with your product or firm. This begins after they begin interacting along with your model — possibly by means of an Instagram advert, a weblog put up, or an influencer — till they both make a purchase order or cease paying consideration. 

group of women in a business meeting

There are numerous explanation why a buyer journey map is a vital a part of growing an omnichannel ecommerce technique. It permits you to:

  • Acquire a transparent understanding of the place, when, and the way prospects interact with what you are promoting
  • Establish funding alternatives for various advertising and marketing factors
  • Perceive strengths and weaknesses within the buy course of
  • Present info for future advertising and marketing choices

Buyer journey mapping additionally provides you information of your viewers’s tendencies, the totally different channels they use, who’s shopping for your merchandise, and why they’re selecting you. This info is important to continued success and development within the on-line retail world and can enable you to decide future methods and even enhance current buyer loyalty.

Discover ways to create a buyer journey map.

Present seamless customer support throughout all gross sales channels

Efficient customer support is an funding in the way forward for what you are promoting. Pleased prospects write nice critiques, inform their buddies, and make repeat purchases. Plus, that optimistic vitality will help maintain inner morale excessive. It’s all a part of a long-term technique for a wholesome enterprise. 

However if you’re promoting throughout a number of channels, it may be difficult to offer top-quality help for each buyer. You’ll have to shortly reply to questions, messages, and refund requests in your web site, third-party promoting platforms, social media, and extra. 

In the event you’re rising quick and wish help to assist your web site maintain tempo, Woo could possibly assist. Excessive-volume shops might qualify for Woo Enterprise, a program designed for enterprise at scale. It provides distinctive advantages together with devoted help and discounted extensions. Get in contact with our workforce to be taught extra about Woo Enterprise.

Jetpack CRM customer profile

That is the place buyer relationship administration (CRM) instruments will be invaluable. Choices like Jetpack CRM present a centralized report of your prospects’ historical past so you possibly can shortly pull up order and delivery info or previous tickets. It should make interactions faster, but additionally make you appear extra caring and educated to prospects — boosting buyer loyalty. Jetpack CRM additionally helps you personalize advertising and marketing messages so individuals are met with well timed, related provides. 

A bonus to utilizing a CRM? You may improve buyer lifetime worth. Advertising is tough work, and a CRM will help you handle and merge buyer information from numerous offline and digital channels so that you get a greater return on funding for each new buyer you discover. Who doesn’t need that?

One other nice technique is to create an FAQ web page in your web site, and hyperlink to it from all your different channels. This connects all your promoting avenues, and likewise saves your customer support workforce work by answering widespread questions forward of time.

Lastly, you should use an extension like Fb for WooCommerce to streamline responses. This provides Messenger to your web site, the place you can begin a dialog, then end it on the Fb cellular app. This really meets prospects the place they’re at any given time.

Optimize the checkout expertise

Prospects want sure platforms as a result of they’re acquainted and straightforward to make use of. Typically it’s as a result of they don’t need to navigate to an extra web site or app. Different instances it’s as a result of their fee strategies are saved or checkout is tremendous easy. 

A brick and mortar retailer has workers to assist make checkout easy. On-line, the client expertise must be simply as simple. 

person checking out using a credit card on a laptop

Making a precious omnichannel buyer expertise additionally means permitting the fee strategies prospects count on and conserving the method so simple as doable. 

You may enhance conversions at checkout by doing a number of issues: 

  1. Optimize and simplify the method itself. Remove further fields, condense all the things into one web page if doable, and maintain prospects on-site to pay.
  2. Permit folks to log in with current social accounts or don’t require an account in any respect. 
  3. Supply fee strategies they like and belief, like Amazon Pay, Apple Pay, and PayPal. WooCommerce Funds is the best way to go for this — and it simplifies your fee administration on the backend, too. 
  4. Present fee alternate options like Pay Later, Klarna, Afterpay, and Affirm

Manage your electronic mail advertising and marketing right into a single, sensible device

No matter the place somebody bought a product or realized about what you are promoting, in the event that they’re in your electronic mail listing, you possibly can comply with up with them. Ship welcome emails, attain out with reductions, and ask for critiques that may enable you to generate extra gross sales.

MailPoet email builder

MailPoet is a good device for WooCommerce shops. You may construct and customise emails, automate provides based mostly on previous buy historical past, ship deserted cart emails to recapture misplaced gross sales, and extra. Plus, like WooCommerce Funds, utilizing MailPoet brings all the things proper into your WordPress dashboard. It’s a time-saving, ingenious electronic mail advertising and marketing device. 

Frequently evaluation and revise your omnichannel technique 

What do profitable companies have in widespread? They’re frequently working to enhance. Not each platform goes to be an ideal match. Some methods that don’t work for others will show to be an enormous enhance for you. Don’t be afraid of change and don’t get too connected to anyone factor. 

In your web site, you possibly can use Google Analytics to trace advertising and marketing outcomes and discover insights to enhance what you are promoting. You may as well see the place your site visitors originates and if that site visitors leads to gross sales. 

Utilizing a wide range of instruments, this text reveals you tips on how to determine your finest prospects and discover much more. And the WooCommerce dashboard has a lot of metrics that will help you gauge the well being of your retailer and monitor buyer information. 

Off of WooCommerce, dig into your platforms’ obtainable information and spend time studying how analytics instruments work. It’s a worthwhile funding to your future. 

And bear in mind, long-term development requires endurance. Don’t spend an excessive amount of time evaluating your self to different sellers. Maintain revising and enhancing your personal retailer and also you’ll go far. 

woman writing in a notebook

Go omnichannel with out the bodily location

A superb omnichannel technique doesn’t require a retail location. It’s not nearly having a mere secondary platform like with multichannel commerce. And it’s not only for current brick and mortar shops. There are an enormous number of on-line platforms you possibly can promote on, out of your WooCommerce retailer to Amazon, eBay, Etsy, Fb, Google Purchasing, and extra.

Work in direction of making a constant presence throughout totally different channels, join along with your omnichannel prospects, make certain they really feel supported, put within the advertising and marketing work, and also you’ll be nicely in your method to omnichannel success!

Able to get began? Join your WooCommerce retailer to further platforms.

An invitation to request a Woo Enterprise account


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