Developing A Multi-Channel Ecommerce Strategy

Having a dominating share on e-commerce marketplaces has been one of the pillars of our growth. 10 pointers for founders to keep in mind while scaling e-com: 1. The fundamental equation of e-com is “Sales= Traffic*Conversion”. Not meeting sales numbers is either a traffic problem or a conversion problem. For every SKU, figure out whether it is a traffic problem or a conversion problem. Do not try to solve traffic problems with conversion levers. And vice versa. 2. Like all performance marketing, e-com media also has diminishing returns. Beyond a point, increasing spends will not increase sales at the same speed. Stop at that point 3. If you want to increase profitability, you need to increase your organic discoverability in the platform. Amazon is a search led platform with search contributing to 60-70% views in most categories. For Flipkart, along with search, merch and reco are equally important. But the fundamentals of organic discoverability is same. Both platforms have an algorithm where SKUs with the best reviews, highest listing quality score, lowest time to delivery and highest conversion rates get pushed. Optimize for these parameters and see organic discoverability skyrocket 4. The other way to reduce dependency on platform ads( and hence increase profitability) is to ensure your branded searches increase. This is directly a function of your off platform marketing activities, word of mouth and repeat customers. So, work on those parameters 5. Category Relationships matter a lot. Understand what the number 1 objective of your category manager is for the year. And help them achieve it. Eg: If they are looking to improve ASP, help them with your premium assortment. If you help them achieve their number 1 KPI, they will ensure you do well on the platform 6. Whatever the ads team tell you, take it with a pinch of salt. Most times they are very helpful. But their number 1 KPI is to sell ads. Not your success. So, sometimes what is good for them might not be good for you 7. All SKUs will not do well. All sub-categories won’t do well. If there is no PPCMF, no amount of good execution will cut it. So, important to cut your losses and stop investing more money on losers. Instead, allocate to your winners in the portfolio 8. Have a E-Commerce dashboard which goes beyond the L0 metrics. Look at your L1 and L2 metrics daily and hold teams accountable for these metrics. Ads driven sales, share of search, organic visits, conversion rates etc are all examples of L1 metrics 9. Sometimes there will be irrational competition and they will bid crazily for keywords. Do not compete with them. They are burning cash and because blind venture money is running out quickly in consumer brands, they will fizzle out. 10. Do not overdo discounts. Discounts are like antibiotics. You use it 2-3 times a year, you see huge spikes. Use it every alternate day, and that becomes your market operating price.

The branded webshop is DYING ☠️ The last couple of years, we’ve seen an explosion of (luxury) brands going online, investing tons into a digital “flagship” that stands out in a sea of sameness. As a business consultant, I vividly remember recommending brands to make the jump from offline to “multi-channel”. 🗣️: “Go digital or die.” But in 2025, I’m afraid a new reality is approaching. The branded webshop may be on its way out. 📊 Let’s look at some numbers: • In 2025, there are +28mio (!) e-com stores worldwide… • In the USA alone, up to 3.5 million compete for the attention of the consumer • The top destinations for shoppers remain multi-brand. In the US, Amazon alone captures nearly 40% of online retail. • ONLY 15% of (global) online shoppers prefer to buy directly from brand sites ➡️ Online sales are consolidating around mega-platforms. 🇨🇳 And in China it’s even clearer. Nearly ALL online shopping happens on Taobao, Tmall, WeChat, JD (+80% of all online revenue). The branded webshop plays a marginal role (if any) over there. It might become like that here too. 🤔 Why? Shoppers are overwhelmed by choice, on the one hand. They DEMAND convenience, elaborate/trusted product information and (price) transparency on the other hand. And note that, the rise of mobile (& social) commerce is making this trend even more daunting to monobrand e-shops. “Only” 50% of e-commerce happens on phones today, with its share growing exponentially YoY. More mobile sales = less monobrand. 🌎 However, the West may never follow China’s path! Enter AGENTIC COMMERCE.. ..where AI agents shop on our behalf, searching across platforms and brands to find the best deals and experiences. 🤖 Imagine, you tell ChatGPT your skincare concerns and it not only assembles your personal 7/8-step skincare routine but also buys it from the different platforms for you. ShopGPT. Browsing sites, reviews, return policies, prices, promotions, … 100x faster than you. Checking out for you. Delivered to your door. 🤯 In this world (which we are MAX. 18 months away from), what criteria will be the defining factor? How will our products be chosen over the other brand’s items? Access for the LLM’s to checkout on the customer’s behalf? Price? Delivery promise? Reviews? 👀 What I do know is that the branded webshop will be just another data source, not a destination. What does this mean for us, (luxury) brands? 1️⃣ Brands must meet customers where they are: on platforms, in social feeds and soon, via AI agents. 2️⃣ The future will be less about OWNING a digital storefront and more about delivering trusted experiences wherever the customer is. 3️⃣ Data is KING. As AI agents take over, the brands that win will be those with the richest, most accessible product data and the strongest reputations. 🔮 The branded webshop isn’t dead yet.. but I believe its days are numbered. Are you ready to let go?

Every ecommerce leader I know is running on the same hamster wheel: growth targets keep rising, but the rules of the game are being rewritten under their feet. When you place a leader and later sit down with them to swap insights, you’re reminded why the right talent shapes entire industries. I had a great conversation with Julian Exposito-Bader (ex-Amazon, TAG Heuer) about what’s really shaping the future of ecommerce, and he boiled it down to four pillars every executive should have on their radar: 1. Tariffs & Supply Chain Disruption Tariffs are no longer background noise. They’ve reshaped global commerce. Chinese manufacturers are redirecting from the US into Europe, flooding marketplaces with B-brands and copycats. Leaders who win will be the ones who diversify sourcing, master customs optimization, and use bonded warehouses strategically. 2. Sustainability as a Competitive Advantage It’s no longer acceptable to send a small product in three layers of plastic. Lastmile innovation (bike couriers, drones, reusable packaging) is moving from “PR play” to “bottom-line differentiator.” Zalando is pushing hard here. Consumers are watching, and they notice who’s lagging behind. 3. AI-Powered Commerce Revolution Gen Z isn’t Googling “best running shoes”, they’re asking ChatGPT or Alexa. LLMs are the new storefront. The question is: do brands have a strategy to influence those models? Add in 10-minute delivery in Southeast Asia (coming soon to Europe) and AI-driven fraud vs. fraud detection… the entire purchase journey is being re-engineered. 4. Channel Strategy & ROI Focus Social commerce is expensive and messy, but TikTok Shop is where the next generation buys. DTC remains the highest margin, but demands world-class storytelling. Amazon gives you traffic, but only if you’re willing to pour money into ads. And let’s not forget the “lipstick effect”, beauty keeps outperforming even when wallets tighten. The takeaway? Ecommerce leaders aren’t just choosing a channel anymore, they’re orchestrating these four forces simultaneously. For me, it was also a reminder of why the right hire matters: leaders like Julian don’t just react to market shifts, they anticipate and shape them. I’m curious, in your markets, which of these four pillars is hitting hardest right now? #ecommerce #fmcg #trending

So much of Shoptalk is about preparing for discovery to take place inside an LLM — as if social commerce and websites are going to die. I've been around long enough to know this is never black and white. I remember starting out in ecommerce, and having bricks and mortar businesses come up to me at industry events telling me I was destroying retail. Then came the rise of omnichannel, and suddenly businesses could be both online and in-store, and the world didn't end for either. I saw a similar journey play out with desktop to mobile. We built for desktop first, then shifted to mobile-first design (a penny that dropped for me at IRCE in Chicago, many years ago now). Sure enough, mobile is how most of us shop today, but that hasn't killed desktop or iPad. Then came social commerce. Meta and TikTok disrupted Google's stranglehold on the ad space. TikTok Shop created an entirely new channel where discovery and checkout happen in one environment. I believe Meta is developing something similar (whispers, anyway). Now LLMs are entering the discovery channel, and we're talking about a future where agents shop on our behalf. Does that mean bricks and mortar is dead? Does that mean websites are a thing of the past? Does that mean social commerce will die? My strong belief: a hard no to all three. It may come to dominate in certain categories or demographics, but being ever-present as a brand will remain a core winning strategy. There are very few brands I speak to today that are purely online only. Most have already expanded into at least one additional channel — whether that's Amazon, TikTok Shop, wholesale or bricks and mortar. Many are in all of the above. In the same way, they will show up wherever their customer discovers brands — whether that's agents, LLMs, social commerce or Google Ads. They will do all of the above. They always have.

Can you build a brand with just Amazon? Sure, it's possible. But is that really the best strategy? From my experience, your brand grows faster and stronger when you take a multi-channel approach: → Use Amazon as your foundation (reach, logistics, trust) → Leverage social platforms where your customers already are → Work with influencers who speak to your audience → Build presence in places where you might go viral The math is simple: When people discover your brand organically through social or influencer content, you don't need to rely on deep discounts or aggressive advertising to drive sales on Amazon. It creates better unit economics and stronger brand equity. Your product and brand will ultimately determine the right mix of channels. Not every brand needs a DTC website or TikTok Shop presence. But limiting yourself to Amazon-only means missing opportunities to connect with customers where they spend their time BEFORE they shop. Amazon is your powerful sales engine, but don't forget to fuel it from multiple sources. What's your take? Are you Amazon-only or taking a multi-channel approach?

📊 Unlocking eCommerce Success: Insights from Recent Reviews 🚀 In my recent deep dives into several eCommerce businesses, I've uncovered some common trends and missed opportunities that can significantly impact your bottom line. Let's dive in: 🛍️ [Sale_Price] Missing? One of the most prevalent patterns I've observed is the absence of the [sale_price]. It's like leaving money on the table! Shoppers are more likely to convert when they see a discounted price with a striking-through original price. On platforms like Facebook, you can even amplify the effect by adding a strikethrough overlay. 💰✨ 📦 Unleash the Full Potential of Merchant Center Feeds Many businesses are not harnessing the full potential of their Merchant Center feeds. Key attributes like [product_detail], [product_highlight], [pattern], [material], and [additional_image_link] are often missing. By optimizing these details, not only do you enhance your campaigns, but you also stand out from the competition. It's all about making your products irresistible! 🌟🌐 🎁 Don't Miss Out on Promotions: [Promotion_ID] Matters If you're offering free delivery, percentage discounts, or free gifts, why keep it a secret? Highlight these promotions on Google Shopping and watch your click-through rates soar. It's a simple yet powerful way to attract more customers and boost sales. 🆓💥 ��� Create Item Groups with [Item_Group_ID] For businesses with variant products, item grouping based on attributes like size, color, material, pattern, age group, and gender is a must. This not only streamlines your product listings but also makes it easier for shoppers to find what they're looking for. Convenience and clarity go a long way in boosting sales. 🛒👗 🔄 Dynamic Remarketing: Get it Right for Maximum ROI Many businesses had basic dynamic remarketing integration errors. Ensure that crucial parameters like item ID, item value, and page types are correctly passed to Google and Facebook, especially on pages like Product Page, Cart Page, and Transaction Success or Purchase Page. These details can make or break your ROI. 🔄💰 Feel free to reach out if you have questions on implementing these insights. 🚀🌐 #eCommerce #DigitalMarketing #GoogleShopping #FacebookAds #OnlineRetail #SalesOptimization #ROI #MerchantCenter #DynamicRemarketing #MarketingStrategy

🧠 Multichannel is like an IKEA wardrobe: Looks simple – until you read the manual.🤯 Many brands and sellers kick off with high ambitions – and end up in operational chaos just weeks later. Why? 👉 Because Amazon plays by different rules than Zalando. Because your PIM logic doesn’t match your middleware. And because customers expect top service everywhere. Our partner PlentyONE recently named 10 common Multichannel pain points for sellers share in a new whitepaper – plus actionable advice to help you regain control: (sponsored) 🔹 1 | Blind beginnings: “We’ll just start with Otto and Kaufland” – no strategy, no roadmap. 🎯 Tip: Get clarity first – assortment goals, margins, target groups & market potential. 🔹 2 | Every system speaks a different language: SLAs, API docs, onboarding routines – sounds like red tape? It is. 🎯 Tip: Review requirements early & assess technical compatibility honestly. 🔹 3 | Tool chaos instead of platform architecture: Too many small tools = too much manual work. 🎯 Tip: Start with scalable, integrable systems – don’t try to patch later. 🔹 4 | Equal service level everywhere: Customers expect the same speed and tone on every channel. 🎯 Tip: Automate standard cases, solve escalations with empathy – and use feedback to improve! 🔹 5 | Too few people, too many tasks: Multichannel isn’t a side project. 🎯 Tip: Define roles clearly, simplify processes, and use tools that don’t overwhelm non-tech teams. 🔹 6 | Lost the Buy Box – and no one noticed: Pricing too slow, stock not updated, shipping delays. 🎯 Tip: Set up automated controls for pricing, inventory & fulfillment processes. 🔹 7 | Product data: too long, too short, too wrong: Every marketplace has its own rules – and your content gets messy fast. 🎯 Tip: Use a central PIM system + clear content standards = visibility and conversions secured. 🔹 8 | Marketing runs – but without impact tracking: What’s your return on those Sponsored Ads on eBay or Zalando? 🎯 Tip: Only invest where performance is trackable – with ROAS tracking and A/B testing. 🔹 9 | Tax issues blocking growth: Packaging laws, EPR, VAT – cross-border selling gets complicated fast. 🎯 Tip: Automate compliance & keep your processes clean from day one. 🔹 10 | Great revenue, bad margins: Multichannel costs money – tools, people, logistics, ads. 🎯 Tip: Check your profitability regularly. More revenue is not success if nothing sticks. 📘 Are you looking for more practical help? You can download the full whitepaper here - with lots of specific tips, overviews of platform SLAs, checklists, and real-world examples. https://lnkd.in/detf6Bmx

I've been thinking about what DTC brands get wrong about omnichannel expansion recently. The temptation is to try to be everywhere at once. But the real winners are strategically aligning each channel to build a holistic growth engine. Here’s how to do it right → First, you must have channel-specific thinking. Every channel needs its own playbook. A helpful framework to structure your efforts... DTC Website: • Focus on basket building • Higher AOV targets • Full-price strategy • Data collection hub • Customer relationship building TikTok Shop: • Single-product purchase reality • Organic content engine • Lower AOV expectations • Limited data access • Treat as a retail channel Amazon: • Multi-pack strategy • Bundle economics • Marketplace presence • Competitive monitoring • Specialized management Next up, the Integration Challenge → The biggest mistake brands make is trying to force the same strategy across all channels. Example: One brand we spoke with increased shipping costs on TikTok Shop to push customers to their website. Instead of fighting the platform's natural behavior, they should have optimized for it. You must also consider your unit economics because each channel has its own cost profile. - TikTok Shop might be a loss leader but drive retail success. - Website sales might have better margins but higher customer acquisition costs. - Amazon might have lower margins but better operational efficiency. Here is the new omnichannel playbook: 1. Channel Optimization - Build channel-specific content - Adjust pricing strategies per platform - Create platform-specific bundles - Set realistic KPIs for each channel 2. Data Strategy - Accept data limitations on newer platforms - Focus on first-party data where possible - Build cross-channel customer profiles - Use creative solutions for retention 3. Team Structure - Specialized expertise per channel - Clear ownership of metrics - Flexibility to shift resources - Mix of in-house and agency support The brands that will win aren't the ones just running around trying to be everywhere - they're the ones being intentional about how they show up in each place. Success also isn't about ideal profit extraction across all channels. It's about understanding each channel's role in your broader ecosystem and optimizing accordingly. Key Takeaway: Don't try to make every channel work the same way. Start building channel-specific strategies that work together to drive overall growth. 

Multi-channel campaigns generate 347% higher ROI than single-channel approaches. After managing campaigns for 100+ enterprise clients, I'm sharing our latest findings on creating sustainable demand generation strategies. Our Battle-Tested Framework: 1. Strategic Channel Integration - Cross-platform data synchronization - Real-time audience segmentation - Machine learning attribution modeling - Behavioral trigger mapping (45+ touchpoints) - Channel performance optimization - Custom audience journey creation 2. Advanced Content Orchestration - AI-powered content adaptation - Channel-specific messaging - Dynamic content sequencing - Engagement velocity optimization - Personalization at scale (99.3% accuracy) - Real-time performance tracking 3. Sustainable Engagement Tactics - Progressive profiling algorithms - Predictive scoring models - Advanced nurture pathways - Automated re-engagement - Loyalty program integration - Customer lifetime value optimization Independently Verified Results (Q4 2024): - Lead quality improved 312% - Average engagement duration: 4.7x longer - Cross-channel conversion: Up 287% - Customer retention: Increased 156% - Cost per acquisition: Reduced 73% - Marketing qualified leads: Up 234% Success isn't about being everywhere - it's about being in the right places with the right message at the right time. Begin with two core channels and perfect their integration before expanding. This approach yielded 89% better results than rapid multi-channel rollouts. What's your biggest multi-channel marketing challenge?

The Future of Retail: Omnichannel as a Strategic Imperative The retail landscape is undergoing a profound transformation. Consumer expectations have shifted, and the boundaries between online and offline commerce have blurred. In this new reality, omnichannel is no longer an option—it’s the foundation of modern retail success. Having led and transformed one of the largest retail and e-commerce business in Europe, I’ve seen firsthand how integrating digital and physical experiences unlocks growth, drives profitability, and enhances customer loyalty. The key is seamless connectivity—between stores, e-commerce platforms, supply chains, and data-driven personalization. The best retailers are those who: ✅ Leverage AI-driven analytics to predict demand and personalize customer journeys ✅ Ensure real-time inventory visibility across all channels ✅ Transform brick-and-mortar stores into experience hubs, not just transactional spaces ✅ Build frictionless fulfillment—from BOPIS (Buy Online, Pick Up In-Store) to same-day delivery Retailers that fail to embrace omnichannel risk becoming obsolete. Those who master it will define the future. Deloitte’s 2025 US Retail Industry Outlook confirms that AI-driven personalization and omnichannel excellence are the two most critical factors shaping the future of retail. The report highlights that 70% of retail leaders plan to accelerate AI adoption in 2025, and businesses that integrated AI-powered omnichannel strategies during Black Friday saw a 15% higher conversion rate. These insights reinforce the urgency for retailers to adapt—quickly and strategically. Would love to hear thoughts from industry leaders—how is your company approaching omnichannel transformation? https://lnkd.in/gNHwhCqx #retail #omnichannel #ecommerce #digitaltransformation #leadership #AI #customerexperience