# What is the Difference Between Multichannel and Omnichannel? 

Published: June 8, 2023

Over the past few decades, ecommerce has evolved, becoming a crucial channel for every distributor, retailer, or wholesaler. The crucial role of ecommerce was cemented by the COVID-19 pandemic, which resulted in millions of new shoppers – especially businesses – beginning to shop online.

According to Silicon Valley Bank, US online sales reached over **$200 billion** **in 2021**, contributing **18% of total retail sales,** marking **an increase from the 10% of retail sales ten years ago**. According to McKinsey, ecommerce is currently the most successful channel for B2B businesses.

Ecommerce is crucial, but it’s only part of the story. Before making a purchase, modern consumers engage with ten channels on average. They check the product information on online marketplaces, read ratings and reviews, check Amazon, explore corporate websites, browse social media, and visit brick-and-mortar stores. According to McKinsey research, customers are widely distributed between traditional channels (like in-person shopping), remote human connections (like phone calls), and digital self-serve channels (like ecommerce) at each stage of the purchasing process.

What does this mean for retailers? It means they can’t emphasize just one channel but must ensure a consistent experience across all channels, creating an omnichannel go-to-market strategy.

Omnichannel and multichannel are buzzwords you’ve probably heard of if you work in digital marketing, retail, or ecommerce. It could be challenging to distinguish between them because both require leveraging multiple channels to engage with customers.

These are different phrases, and there are several reasons why retailers might prefer one over the other.

We will dive in-depth into the differences between omnichannel and multichannel to help you make the right choice for your business.

But before we dive in, let’s first define each strategy.

## Definitions: Multichannel vs. Omnichannel 

In today’s digital age, businesses have multiple channels to reach customers. With the rise of ecommerce, the options have only increased. Multichannel and omnichannel are two approaches to digital commerce that involve using multiple channels to reach and engage with customers. While both terms have similar goals, they differ in strategy and implementation.

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