Placeholder for the image "".omnichannel operations

Why are omnichannel operations now mandatory for every business owner?

The COVID-19 pandemic has shown companies, merchants and entrepreneurs all over the world the importance of building a platform that allows you to sell on multiple channels as well as connect with your customers in a seamless and coherent way. That’s why creating an omnichannel strategy is fundamental in order to provide a great customer experience.

Placeholder for the image "".Isabella Wills

Isabella Wills

November 03, 2021

4 min read

An omnichannel strategy will help you gain customers whenever they are located, whenever they are ready, and across any channel or device; which also enables a long-term growth system, where you can turn “simply looking around” buyers into loyal and recurring customers. 

Therefore, it is essential that you start focusing your marketing and sales efforts across all your channels, since omnichannel is now a requirement not only for brand awareness, but also for survival, especially among younger buyers who are more enthusiastic about new ways of shopping.

The path to a connected commerce  

In order to provide your customers with an omnichannel experience, you have to start by integrating your marketing and operations teams for customer enablement—a term encompassing the processes and systems designed to bring end-to-end consistency across all channels. 

This will help you speed up the sales process and make your customers easily interact with your business without having to deal with multiple emails or calls. 

1. Integrate your mobile commerce with your eCommerce

Now more than ever, consumers are shopping on social media, making Facebook, Instagram and Google the top 3 sites where customers buy. As for Instagram, it has become the platform where businesses have turned their feeds into product pages, and companies like Square have seen a 29% increase in weekly active sellers that use this channel. 

In addition, during last year’s holiday shopping season, nearly 40% of sales on the traditional brick-and-mortar shopping day came from smartphone users, and on last year’s Cyber Monday, 54% of visitors came from mobile devices. 

You may want to read: How have Cyber Monday sales changed for 2021?

All this means that if more than half of all the internet is shopping using their phones, your eCommerce MUST be mobile-friendly, and you should probably start to consider the possibility of building an eCommerce Mobile App, if you want your business to truly reach the potential it has, and since ​​according to Statista, within the next two years, mobile commerce will control 73% of all eCommerce sales around the world.

2. Focus on tech 

In order to provide your customers with a seamless experience across all channels, the technology behind your eCommerce platform has to be flexible, solid, scalable and friendly with integrations, so you can always add new changes without compromising the speed of your site, your payments gateway, etc. 

Besides, the biggest holiday shopping days are coming, and so neither your old customers nor the new ones that could come from your omnichannel strategy, will tolerate a website with a checkout that doesn’t work or a site that takes too long to load. Therefore, everything has to be ready and work smoothly so your customers can recommend your brand and repeat their shopping with you.

You may also want to read: How to get your eCommerce ready for the Holidays?


3. Prioritize content and channels based on data  

As a business owner you need to be able to analyze your customers behavior, and switch gears and budget based on that information. 

So, let’s say most of your customers are Gen-Z and millennials, which means that they tend to shop more using their phones; and since 40% of users will go to your competitor after a bad mobile experience, your priority should be creating a shopping mobile experience that not only appeals to your target customers, but also does not have errors.  

In addition, take into consideration the data behind each social media platform, where according to a MarketingCharts study, Instagram is the most-used platform for Gen Z adults with a 73%, while Facebook is the top choice for millennials with a 74%, as well as for Gen X adults with a 68% and Boomers with a 61%.

On the other hand, prioritizing also means that you have to define your customer acquisition strategy, by establishing the type of content that you are going to create and the main channels you are going to use in order to attract each type of customer. 

This will help you engage more accurately with them on every stage of the customer journey, as well as become more efficient in the content creation process. And for that, we always recommend creating reusable content, by designing templates that could help you automate the process. 


As eCommerce experts, we are committed to help small, medium, and large businesses provide their customers with the smoothest omnichannel shopping experience. So, if you want to build something your customers will love, book your free consultation here: