What is an eCommerce Omnichannel strategy?

Omnichannel refers to a cross-channel strategy that gives customers integrated shopping experience across all channels. This includes brick-mortar stores, and all channels online whether it be mobile, desktop or social channels.
The traditional consumer journey has evolved over the years, and eCommerce has changed the way consumers buy online. Around 20 to 30 years back, the consumer journey would start by either identifying a need or seeing an ad on billboards, newspapers, radio and or TV. Consumers would learn about the products and go to purchase it in store. However, it is no longer a single journey but rather an amalgamation of many small journeys that lead to a purchase. It has now evolved in a multichannel way of shopping. Hence, this makes it vital for brands to have an optimised Omni Channel strategy across all channels including in-store and online.

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