Ecommerce Growth

The Complete Guide to Shopify Multi-Channel Selling

Ecommerce Growth

The Complete Guide to Shopify Multi-Channel Selling

Are you struggling to manage your sales across numerous online platforms, and still maintain a synchronised, efficient system? This is a common issue for many merchants looking to evolve their e-commerce strategy. In a progressively digital era, businesses are selling their products not only through their online stores, but also at pop-up shops, online marketplaces, and through social media, to name a few. This diverse approach is termed Shopify multi-channel selling and although it brings immense opportunities, it can also be overwhelmingly complex.

At First Pier, we comprehend this challenge and are here to simplify it. We've delved into multi-channel e-commerce and have compiled a guide based on our expertise and in-depth research. This guide aims to decode the concept, benefits, challenges and, most importantly, the implementation of multi-channel selling on Shopify.

In our zeal to help businesses adapt to the new age of commerce, we have reimagined and redesigned the Shopify admin panel to be a unified platform. With this one-stop platform, instead of juggling between various tools, you can now effortlessly manage all your different sales channels. You'll see increased efficiencies, and importantly, your customers, now catered to in an omnichannel fashion across all touchpoints, will reward you with their patronage. This truly is the future of e-commerce, bringing the transformation needed to stay ahead.

Key Points of Shopify Multi-Channel Selling:

  • Unified Platform: One location to manage all your different sales channels efficiently.
  • Customer Centric: Consistent and seamless customer-experience across all touchpoints.
  • Increased Reach: Bolt-on additional channels to incrementally increase revenues.
  • Business Overview: Data-driven insights and performance indictors of all channels at a glance.

Now, let's embark on this journey of transformation together.

Understanding Multi-Channel Selling

Definition of Multi-Channel Selling

Multi-channel selling refers to the strategy of selling your products on more than one sales channel. It's about meeting your customers where they already are, whether it's on your own website, marketplaces like Amazon or eBay, social media platforms, or even in a physical store. This strategy allows you to maximize your reach and provide your customers with a seamless shopping experience, regardless of the channel they choose to shop on.

As our expert Steve from First Pier explains, multi-channel selling is a game-changer for businesses, offering the potential for exponential growth in customer base and revenues.

Importance of Multi-Channel Selling for E-commerce Businesses

Customers' shopping journeys often span multiple platforms and devices. By adopting a multi-channel selling strategy, you can increase your potential for revenue growth. According to Shopify's findings, with each additional selling channel, revenue can increase by up to 190%. These figures highlight the significant financial potential of a well-structured multi-channel strategy.

Not all customers shop the same way or on the same platforms. Some might prefer shopping on your website, while others might find it more convenient to shop on a marketplace or through social media. By expanding your presence across multiple channels, you can meet your customers where they spend their time, increasing brand visibility, customer convenience, and potentially customer loyalty and repeat purchases.

Difference Between Multi-Channel and Omni-Channel Selling

While both multi-channel and omni-channel selling involve selling on more than one channel, the key difference lies in the focal point of the strategy.

Multi-channel selling is product-centric. It's about using various channels to promote and sell your products. For example, you might sell your products on your own website, on Amazon, and promote them on social media. Each channel operates separately, and the customer experience might differ from one channel to another.

On the other hand, omni-channel selling is customer-centric. It's about creating a seamless and integrated experience for customers across all channels. For instance, a customer might browse products in a physical store, check reviews online via their mobile phone, and finally make a purchase on a desktop website. In an efficient omni-channel setup, this journey should be smooth and uninterrupted, enhancing customer satisfaction and loyalty.

In the context of Shopify, adopting a multi-channel strategy can be highly beneficial. As Steve from First Pier points out, Shopify's robust multi-channel features allow us to manage our website, wholesale, retail, and social commerce channels all in one place.

In the next section, we will delve into how to implement multi-channel selling on Shopify, providing you with practical tips and strategies.

How to Implement Multi-Channel Selling on Shopify

Now that we understand the importance of multi-channel selling, the next step is implementing it in your Shopify store. The process can be broken down into four critical steps: evaluating various sales channels, adding multiple sales channels to your Shopify store, managing inventory across multiple channels, and ensuring consistency across all channels.

Evaluating Various Sales Channels

Before implementing a multi-channel strategy, it's important to evaluate the various sales channels available. Start by understanding your customers – their shopping preferences, the platforms they prefer, and their buying habits.

Different sales channels offer different advantages. For instance, marketplaces like Amazon and eBay can provide a larger customer base, while social media channels like Instagram and Facebook can provide a more personalized and interactive shopping experience.

Also, it's crucial to consider the compatibility of each channel with your products and business model. For example, if you're selling handmade crafts, Etsy might be a better platform than Amazon.

Adding Multiple Sales Channels to Your Shopify Store

Once you've evaluated and selected the sales channels that align with your business goals, the next step is to add these channels to your Shopify store. Shopify supports integration with a wide range of sales channels, including online marketplaces, social media platforms, and brick-and-mortar stores.

To add a new sales channel, navigate to your Shopify admin dashboard, click on 'Sales Channels', and then click on '+'. From there, you can choose from a list of available sales channels to add to your store.

Each sales channel may have its own eligibility requirements based on your region, product types, and sometimes your Shopify subscription plan. So, make sure you understand these requirements before adding a new channel.

Managing Inventory Across Multiple Channels

Managing inventory across multiple channels can be challenging, but Shopify makes it easier with its robust inventory management system.

Shopify's 'tracking inventory' feature allows you to automatically hide out-of-stock items, ensuring that your product availability is accurately represented across all channels. This way, you avoid overselling a product and disappointing customers.

For more advanced inventory management needs, there are several apps available in the Shopify App Store, such as Shopify Fulfillment Network, that can help you manage inventory and fulfill orders across multiple sales channels.

Ensuring Consistency Across All Channels

Lastly, consistency is key in multi-channel selling. Your branding, messaging, product information, and pricing should be uniform across all channels.

This not only provides a seamless shopping experience for your customers but also reinforces your brand identity. Consistent pricing is especially important; while different channels may require different pricing strategies due to varying costs and competition, it's important to keep your pricing within a reasonable range across all channels to avoid confusing or alienating customers.

Implementing multi-channel selling on Shopify is a strategic process that requires planning and ongoing optimization. But with the right approach, you can expand your online presence, reach a larger audience, and drive up sales. Here at First Pier, we're here to help you unlock your brand's full potential in multi-channel eCommerce.

Benefits of Multi-Channel Selling on Shopify

Implementing a Shopify multi-channel selling strategy has several significant benefits that can contribute to the growth of your eCommerce business. Here are three key advantages that illustrate why it's a game-changer for online sellers.

Reaching Customers Where They Spend Their Time

Every customer has a preferred platform for online shopping. Some may favor marketplaces like Amazon or eBay, while others may be more inclined to shop directly from a brand's website or through social media platforms. As per a report by Business Insider, over 40% of eCommerce sales are made via mobile devices alone, underscoring the significance of mobile marketplaces and apps.

By embracing multi-channel selling, you meet customers where they are most comfortable, thereby expanding your customer base. If you don't have a mobile-friendly online store, for instance, you could be missing out on a massive customer segment that prefers shopping on their phones. With Shopify's seamless integration with various platforms, you can ensure a smooth and consistent shopping experience across all channels.

Increasing Brand Recognition and Reach

The more platforms your brand is present on, the more visibility it gets. Each channel you add to your selling strategy increases your brand's reach, making it more recognizable to potential customers. According to research by Shopify, selling on additional channels can increase your revenue by an average of 38%, 120%, and 190% with each added channel respectively. This demonstrates the power of diversification in reaching more customers and increasing sales.

Leveraging Existing Third-Party Marketing

When you sell products on platforms like Etsy, Amazon, or eBay, these companies take a commission. However, they also provide access to a built-in global customer base. They invest in marketing their platform, which indirectly promotes your products. By utilizing these platforms, you can leverage their marketing efforts and customer trust in these established platforms to increase your sales.

In conclusion, Shopify multi-channel selling offers a host of benefits that can significantly enhance your eCommerce store's performance. It's all about flexibility, scalability, and reaching your customers where they are. As your trusted Shopify experts, we're here to support you in harnessing the potential of multi-channel selling and taking your eCommerce business to new heights.

Challenges of Multi-Channel Selling on Shopify and How to Overcome Them

Managing Multiple Channels with Limited Resources

Running a multi-channel eCommerce operation can be a daunting task, particularly if you're working with limited resources. This is because each channel has its own unique requirements and demands, which can quickly stretch a small team thin.

Solution: The key to successfully managing multiple channels with limited resources is to centralize your operations. With Shopify, you can do just that. Shopify allows you to manage all your channels from a single dashboard, saving you the time and effort of having to juggle between different systems. This way, you can concentrate on what matters most: driving sales and growth.

Accurately Attributing Conversions to Different Channels

Understanding which channels are driving conversions is crucial for optimizing your multi-channel strategy. However, this can be a challenge due to the complex customer journey that spans across multiple touchpoints.

Solution: Shopify provides analytical metrics like lifetime customer value, average cost per conversion, customer retention rate, and more. These metrics can help you understand which channels are performing well and which ones need improvement. Tools like Google Analytics and Attribution Connector can help you track how each channel is performing and identify the ones that are converting visitors into sales.

Inventory Management Across Multiple Channels

Inventory management can become complex when selling on multiple platforms. Risks such as overselling a product that is out of stock or understocking and missing sales opportunities can lead to customer dissatisfaction.

Solution: Centralization is again the solution to this challenge. Shopify’s ‘tracking inventory’ feature allows you to automatically hide out-of-stock items, and you can also adopt an inventory management system to keep track of your inventory in real time across all channels. This not only prevents overselling, but also ensures you're making the most of your inventory.

As your Shopify partner, we at First Pier are dedicated to helping you overcome these challenges and others that come with multi-channel selling. With the right strategies and tools, you can effectively manage your multi-channel operations and focus on what you do best: growing your business.

Top Multi-Channel Inventory Management Software for Shopify

To help you streamline your operations and efficiently manage your inventory across multiple sales channels, we've identified the top inventory management software that integrates smoothly with Shopify. These platforms will help you keep track of stock levels in real-time, manage orders across channels, and ensure you never oversell or run out of stock.

Shopify Fulfillment Network

The Shopify Fulfillment Network is a powerful tool that enables you to manage and distribute your inventory across multiple sales channels. It gives you accurate inventory insights, predictive restocking, and demand forecasting, helping you make informed decisions and avoid stockouts or overstocking. It is built to work seamlessly with your Shopify store, making it a straightforward solution for multi-channel inventory management.

QuickBooks Commerce

Formerly known as TradeGecko, QuickBooks Commerce is a robust cloud-based inventory management system (IMS). It brings together all your sales channels, locations, and currencies, providing an easy management solution for products, orders, and customers across multiple Shopify stores. It integrates well with popular bookkeeping software, and its mobile app allows you to manage orders and track sales trends on the go.


Orderbot is another effective order and inventory management system. It allows you to consolidate orders from multiple channels with clear inventory and fulfillment visibility. It offers key functionalities like multicurrency support, integrated payment gateways, and import/export capabilities. Whether you have multiple warehouses or various Shopify stores, Orderbot provides a clear view of both current and future orders.


For Shopify Plus merchants, Sellbrite offers a comprehensive multi-channel management solution. It enables you to publish your inventory across channels like Walmart and Amazon quickly and easily. With features like product variation management, purchase order automation, smart reports, and a collaborative interface, Sellbrite can help you manage your multi-channel business effectively.

As your Shopify partner, we at First Pier understand the importance of effective inventory management in multi-channel selling. That's why we recommend these top inventory management software solutions to help you optimize your operations, keep your customers satisfied, and pave the way for future growth.

Case Study: Successful Multi-Channel Selling on Shopify

Rohr Remedy: Leveraging Multi-Channel Inventory Management for Growth

Successful multi-channel selling on Shopify is not just about listing your products on multiple platforms. It requires careful planning and the right strategies. To illustrate this, we are going to look at the success story of Rohr Remedy, a brand that effectively leveraged multi-channel inventory management for growth.

Rohr Remedy is a skincare brand that sells its products on multiple channels, including their Shopify store, Amazon, eBay, and Etsy, as well as in physical locations. Managing inventory and orders across these platforms was a significant challenge for the brand. They faced common issues like inventory opacity, inaccurate demand forecasts, and lack of automation, which was hindering their multi-channel fulfillment process.

To overcome these challenges, Rohr Remedy implemented a multichannel inventory management system. This system helped them track, manage, and fulfill orders from multiple channels and stores using a single, centralized system. By doing so, they were able to access inventory data in real-time, coordinate promotions, and streamline order fulfillment.

This system also helped Rohr Remedy overcome the challenges of manual inventory management processes and poor warehouse management. By automating their inventory management, they were able to avoid issues like overstocks, out-of-stocks, and preventable returns, which were associated with manual inventory tracking.

Furthermore, the system enabled them to automatically ship inventory from the warehouse closest to the customer, improving their fulfillment efficiency and customer experience. This not only saved them time and resources but also improved their reputation and customer satisfaction, paving the way for future repeat sales.

This case study of Rohr Remedy illustrates the benefits of leveraging multi-channel inventory management for growth. By implementing an effective system, they were able to overcome the common challenges associated with multi-channel selling and streamline their operations.

At First Pier, we understand that every business has unique needs and challenges when it comes to multi-channel selling. That's why we provide tailored solutions and guidance to help businesses like yours succeed in the digital marketplace. Whether you're just starting out with multi-channel selling or looking to optimize your existing operations, we're here to help you navigate the process and achieve your business goals.

In a post-COVID-19 world, supply chain diversification and resilience are vital strategic objectives. Mastering Shopify multi-channel selling, just like Rohr Remedy, could be your key to succeeding in this new world.

Conclusion: Embracing the Future of E-commerce with Shopify Multi-Channel Selling

The world of e-commerce is evolving at an unprecedented rate. To keep up with the pace, businesses must adopt flexible and scalable systems like Shopify's multi-channel selling. This approach not only offers a seamless shopping experience to customers but also brings operational efficiency to your business.

With Shopify multi-channel selling, we can manage our direct-to-customer website, wholesale, retail, and social commerce channels all in one place. It provides a unified platform that eliminates the need for duplicating efforts in different tools, thereby saving valuable time and resources.

The advantages of multi-channel selling are many. As our experience at First Pier testifies, it can lead to a significant increase in revenue and brand recognition. A study by Shopify revealed that selling on an additional channel increases revenue by an average of 38%, with each added channel increasing this proportionally. This is a testament to the immense growth potential multi-channel selling holds.

However, it is important to remember that while expanding your business across multiple channels, consistency is key. By ensuring a consistent brand presence across all channels, customers can expect the same quality of product and customer service, no matter where they make their purchase.

At the same time, understanding the challenges of multi-channel selling is equally important. Managing multiple business relationships, inventory across various marketplaces, and maintaining a uniform customer experience can be time-consuming. But, with the right systems and strategies in place, these challenges can be effectively managed.

As we conclude, remember that the future of e-commerce is all about selling on multiple platforms. By leveraging platforms like Shopify that offer robust multi-channel features, you can meet your customers where they are already shopping, thereby providing an amazing shopping experience.

Here at First Pier, we are committed to helping businesses leverage advanced technologies like Shopify to offer unique, engaging, and efficient online shopping experiences. If you're ready to embrace the future of e-commerce with Shopify multi-channel selling, get in touch with us today.

As we venture further into the digital age, these tools will continue to redefine the e-commerce landscape, offering unprecedented opportunities for growth and success. Let's embrace the future of e-commerce together.

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