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Funnel and growth

What is omnichannel?

Omnichannel is selling across your own site, retail stores, marketplaces and social as one connected experience, with shared inventory and customer data.

A real store example

Suja Immunity Shots at Costco page: over 140 Meta ads linked here.

Suja runs ads to a page about buying its immunity shots at Costco. A brand that sells on its own site and through a warehouse club, and points ads at both, is selling omnichannel.

Open the pageSee their ads

Getting omnichannel right

  1. Keep prices and offers consistent

    Shoppers compare. A price that differs by channel without a reason erodes trust.

  2. Share inventory

    One stock count across channels prevents selling what's already gone.

  3. Measure total sales, not channel by channel

    An ad that sends people to buy in a store looks weak in ad reports. Total revenue against total spend shows the real effect.

Ask Replo: "show sales by channel for last month".

Compare my channels

Omnichannel questions

What's the difference between omnichannel and multichannel?
Multichannel means selling in several places. Omnichannel means those places are connected: shared inventory, one customer record, and the option to buy in one and return or pick up in another.
Should a small brand go omnichannel?
Start with one channel that works, usually your own site. Add retail or marketplaces once you can keep stock, prices and service consistent across them.
How do I measure omnichannel marketing?
Use total revenue against total marketing spend, called MER, alongside channel reports. Ads that drive store or marketplace sales won't show their full value in ad-platform numbers.

Related terms

Browse the glossary

MER

MER (marketing efficiency ratio) is total store revenue divided by total marketing spend, across every channel.

Marketing attribution

Marketing attribution is deciding which ads, emails and touchpoints get credit for a sale.

DTC

DTC (direct to consumer) is a brand selling straight to shoppers through its own site instead of through retailers or wholesalers.

GMV

GMV (gross merchandise value) is the total value of goods sold through a store or marketplace before fees, returns and discounts.

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