Why Ecommerce Companies Need to Rethink Their Channel Strategy

Opinions expressed by contributors are their own.

As early as 2014, companies discovered the benefits of interacting with consumers around the world: multiple channels, including more repeat business and referrals. Now, with e-commerce emergingconsumers expect omnichannel experiences to be even better.

For small businesses in today’s competitive marketplace, meeting these expectations of seamless omnichannel services can deliver big rewards, including higher customer engagement, retention, and purchase rates. To diversify your traffic sources and sell on multiple channels, a good channel strategy has become essential for any ecommerce business.

Why a channel strategy is needed

A handful of powerful companies dominate the internet today. While providing access to a huge audience, merchants need to diversify so as not to be tied to a single platform. Between their constant battle for internet control and quarterly reporting to shareholders, these platforms can make policy changes or algorithm changes that benefit them from disrupting a seller’s customer experience. Amazon has many reasons why they could freeze a seller’s accountskeep their money or make a Amazon Basics from someone’s product and become a competitor. Last year, when? Apple has made changes his privacy policy for collecting data through apps on his new iPhone, Facebook ads, and the e-commerce stores that depended on this data rushed to find new sources of traffic and sales.

By contrast, executing a strategy across multiple channels makes companies more resilient. A good channel strategy finds and perfects new traffic or sales channels for your ecommerce business. Relying on e-commerce giants like Amazon to hold customer emails from their merchants, this strategy makes it harder for merchants to generate repeat sales through these marketplaces alone. Through multiple channels you reach more people, collect your own data and maintain full control over your customers and their experience. You can use this data to develop an email and communication strategy and direct customers to your website for additional purchases.

Related: 3 Ways Entrepreneurs Can Align Their Ecommerce Strategy for Maximum Growth

Where small businesses need to innovate

Fighting for their own place on each of these big platforms is huge influx of new entrepreneurs† Cunning ecommerce marketers can easily copy all of your online strategies — reverse engineer and even reverse engineer headlines, banners, and videos to drive customers away.

To differentiate themselves from so many others who are doing the same, successful ecommerce companies are turning to creative ways to market themselves. We see examples of large companies that are constantly doing this in action: those who can dominate the Amazon buy boxor put in the effort to get to the top of Google search results can afford teams to do those things for them. The ad that seems to know what you want and follows you all over the internet is another popular approach that companies use in their strategies to get noticed in the crowd.

Small businesses, on the other hand, tend to have their preferred method and stick to it. in 2021, 36% of small businesses didn’t even have a website yet. Among those who did, 82% of those websites had no social media accounts. Many still lacked the robust digital presence and marketing strategy needed to attract and engage today’s ecommerce audience.

Rarely do they implement great strategies for multiple channels – such as Google, Facebook, eBay, Walmart, and Amazon – at the same time. In a survey, less than half of independent companies said they added new channels during the pandemic. Of those that did, 80% planned to keep them, but keeping them requires targeted channel strategies that keep pace with and grow with businesses and markets.

Related: Here’s How AI Will Reshape the Hospitality Industry

Where to start

If you want to explore additional options in traditional ecommerce marketplaces (extended to platforms like Amazon), the best place to start is by improving your skills and knowledge in the most effective ways. The better you understand the pros, cons, and best practices of each channel, the greater your competitive edge. Boosting these skills can often be enough to dominate a single channel.

While there’s nothing wrong with one channel becoming a primary source of traffic and sales, if it starts generating more than 50% of your revenue, you should start creating backup plans. If you have product feeds for Google, try Facebook and Pinterest. If Facebook ads have brought you any success, try Snapchat or TikTok. Use strategic channel selection to find out which platforms are most beneficial to reach your audience and face the least competition, and incorporate processes into your strategy to test new marketplaces. Also have your own domain and website and implement methods to collect your own customer data. Even if you already have a website, take another look at your traffic sources and make sure your brand would survive if one of them disappeared.

Trends change fast† A successful strategy today may fail tomorrow. Top Google organic rankings may disappear. The latest marketing strategies may work for a while, but that success can be short-lived. The more new channels you can add to your ecommerce business, and the better you can perfect them all, the better your chances of success in an increasingly competitive and rapidly changing field.

Related: 10 Marketing Strategies to Boost Your Business Growth

Shreya Christina
Shreya has been with for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider team, Shreya seeks to understand an audience before creating memorable, persuasive copy.

More from author

Related posts


Latest posts

Quality vs. Quantity: The Trade-off in Data Annotation Without the Right Tools

A bug tracking tool or issue tracker, such as BugHerd, is a specialized bug tracking system designed to record and track website or software...

Data Security in the Digital Age: Best Practices for Backing Up Essential Information

In the age where digitalization has permeated everything, the sheer importance of data security cannot be overemphasized. Whether it may be personal pictures and...

10 Tips To Work From Home For Less

Over the past few years, the idea of remote work has seen a significant surge in popularity, providing employees with the valuable advantages of...