Multichannel Selling: Expanding Your Online Shop’s Reach

Relying solely on a standalone website limits growth; multichannel selling diversifies revenue streams. Platforms like Amazon, eBay, and Etsy expose products to millions of active buyers. Social commerce—selling directly via Instagram Shops or TikTok—capitalizes on impulse purchases, with 70% of shoppers discovering products through social media. Marketplaces also handle aspects of logistics (e.g., Fulfillment by Amazon), reducing operational burdens.

Challenges include maintaining consistent branding and inventory sync across channels. Centralized management tools like Sellbrite or ChannelAdvisor automate listings and updates, preventing overselling. Pricing strategies must account for marketplace fees; dynamic repricing tools adjust prices in real-time to stay competitive.

The key is balancing expansion with profitability. Analyze which channels yield the highest margins and customer retention. For example, a handmade jewelry shop might thrive on Etsy but struggle with Amazon’s price wars. Test channels incrementally, and double down on what works.