Difference between eCommerce, multichannel eCommerce and Omnichannel eCommerce
eCommerce systems are now moving towards the new eCommerce paradigm - one that integrates both internal and external applications
The evolution of eCommerce is thru three stages. The first is eCommerce and can be as simple as placing a single product on a website and processing the sales and distribution using a shopping cart. The second stage of eCommerce evolution is to move to a multichannel approach, a product, brand, or retailer develops its sales presence on multiple eCommerce channels. The purpose is to have the product and information on several sites so that customers can get the same information and the ability to purchase it from several sources (i.e., in brick-and-mortar multiple stores in multiple locations). Each channel acts individually and independently of the eCommerce sites.
Amazon is a prime example of this second stage of evolution – i.e., a product website versus a public website. In an Amazon-based multichannel strategy, consumers have multiple preferences when buying products. Some customers may use enterprise branded product eCommerce websites, while others rely more on shopping on the Amazon marketplace. Prices are different, the amount of information provided varies and distribution costs and models vary.
Each channel has products that can be different variations and at prices available to customers in only that unique to the channel. There is no integration between channels, and the actions of a customer in one channel are not shared with other channels.
In the third stage, Omnichannel, the focus is the customer, not the product, brand, or company. An Omnichannel eCommerce strategy is one that the product, brand, or retailer is present in several channels at the same time with limited coordination between all channels (brick-and-mortar, website(s), social media, and mobile).
Keep reading with a 7-day free trial
Subscribe to CIO and IT Management Newsletter to keep reading this post and get 7 days of free access to the full post archives.