A comprehensive introduction to multichannel ecommerce software – and why your business needs it!

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Selling more while working less. That’s the dream, right? And, as luck would have it, it’s also the future of ecommerce.

The online shopping landscape is becoming increasingly competitive. That’s a cold, hard fact. Consumers are everywhere – from browsing Amazon or Back Market for their next gadget to scrolling through Etsy and Shopify for the latest fashion trends. What’s more, research shows 73% of consumers prefer shopping through more than one channel. So, sticking to just one is no longer enough. 

Multichannel ecommerce software lets you list products across multiple platforms without sweat. But there’s a bit more to it than that, because multichannel marketing initiatives are also the key to enhanced scalability and sales growth. In fact, retailers selling on just two ecommerce platforms rather than one generate 190% more revenue.

The long and short of it? To capture the attention of more modern-day shoppers and maximize revenue, your business needs to be omnipresent. 

Ready to learn how harnessing the best multichannel ecommerce software can propel your online empire to new heights, increase operational efficiency, and snag you the competitive advantage? Then, let’s dive in!

Multichannel selling: A quick definition and value proposition

Multichannel selling refers to the practice of selling products across multiple online platforms simultaneously. Consumers often browse products from various online platforms before making a purchase decision. Only 4% of website visitors are ready to buy the first time they clap their eyes on your products. So, by being present on multiple online marketplaces, you can cater to a more diverse audience and capture sales that might otherwise be missed.

“I can honestly say, whether it’s with Linnworks or another system, you wouldn’t be able to manage an omnichannel ecommerce business without one.”

Ranjit Chahal, Director, Beviqua

The challenges of multichannel selling

Sell in more places, make more money. Sounds easy enough in theory, right? However, multichannel management comes with its own set of complexities and challenges. Here are a few key areas where you may run into hurdles if you try to go it solo without investing in the right software tools to help you. 

  • Inventory management: Efficiently tracking and syncing of inventory levels is crucial to prevent overselling or stockouts. When you attempt to juggle multiple channels without proper synchronization, discrepancies lead to fulfillment delays and dissatisfied customers.
  • Order fulfillment: Coordinating orders from various channels involves navigating different shipping options, fulfillment requirements, and customer expectations that can leave your head spinning – and your coffee machine working overtime! 
  • Product listings and updates: Creating and maintaining consistent listings across multiple platforms requires attention to detail. Each digital marketplace has its own formatting requirements and guidelines.
  • Pricing and promotions: Maintaining consistency while adapting to each platform’s pricing rules and consumer expectations is a constant challenge and can be incredibly stressful if you rely on manual updates. 
  • Customer service and communication: Without a cohesive approach, managing inquiries, feedback, issues, and communicating with customers in a timely manner can send you on a one-way journey to confusion central!
  • Analytics and reporting: Unless you’re an Excel aficionado (which, let’s face it, most of us aren’t!), collecting and analyzing data from multiple channels to gain actionable insights can be a complex and time-consuming endeavor.  
  • Ecommerce integration: Manually managing various platforms, marketplaces, and systems requires technical expertise and constant vigilance to ensure the level of accurate data flow and synchronization you need to avoid mishaps. 
  • Brand consistency: Consistent brand messaging isn’t just an admirable quality. It’s a must-have for maximizing consumer perceptions and supporting your marketing efforts. But that’s a pretty tall order when you’re trying to manage your image across multiple platforms simultaneously. 

But, don’t go getting all dejected, because there’s an easy solution! All of these hurdles are easy to avoid with the right multichannel ecommerce software. 

What is multichannel ecommerce software?

Dedicated multichannel ecommerce software tools empower you to manage sales across multiple online marketplaces from a single, centralized platform. The best multichannel ecommerce software helps you to streamline various aspects of your sales operations, including:

  • Product listing automation: Creating and updating product listings across multiple channels automatically saves you time and minimizes errors.
  • Inventory management and synchronization: Real-time inventory updates across all connected channels prevent overselling and stockouts, enhancing both customer satisfaction and overall operational efficiency. 
  • Order fulfillment and processing: Managing orders from various digital marketplaces in a centralized system improves order accuracy and delivery processes.

Why multichannel ecommerce software is essential in 2024

Savvy sellers know that staying ahead of the game means embracing new strategies and technologies. That makes adopting a multi-channel management business strategy vital. Here’s why. 

Reach and exposure 

Multichannel ecommerce software allows you to expand beyond selling on your own website to major marketplaces like Amazon, eBay, and Walmart, increasing your brand’s visibility and customer base.

Customer experience 

Multichannel software enables you to meet consumer demand for convenience and flexibility by being present where they are, offering consistent information and a seamless buying journey.

Operational efficiency

Managing multiple sales channels manually is time-consuming, error-prone, and often reliant on guesswork. Multichannel ecommerce software centralizes operations, automates routine tasks, and provides real-time insights to help you make data-driven decisions.

Sales performance

It’s not just about capturing a broader audience base across different demographics and regions – although that’s certainly part of it. Leveraging the sales power of multiple channels also helps mitigate risks associated with marketplace fluctuations.

Competitive advantage

New players and market trends are constantly emerging. A multichannel strategy equips you with the agility to adapt quickly, scale efficiently, and sustain growth in an ever-evolving dynamic marketplace.

Analytics and reporting

The best multichannel ecommerce software solutions provide comprehensive insights. They cover customer behavior, sales performance, and channel effectiveness, helping you tailor product offerings to maximize ROI. 


Sellers with a multichannel business strategy are better positioned for future growth and resilience because they’re primed for further ecommerce integration based on emerging platforms and evolving consumer preferences. 

How multichannel ecommerce software works

Don’t worry. You can keep reading – we’re not about to get uber-technical on you! That work is best left to our team of tech-savvy geeks! That said, if you’re looking to invest in multichannel ecommerce software, it’s a good idea to have a basic understanding of the key features and functions to look for. 

Here’s a handy list of the most important considerations and a sneak peek into the kind of service you’ll receive if you opt to manage your multichannel listings with Linnworks: 

  • Centralized management: Our centralized dashboard makes light work of organizing product listings, optimizing inventory management, and managing orders and customer interactions across multiple sales channels.
  • User-friendly interface: Intuitive features like drag-and-drop elements and customizable sales, revenue, and inventory dashboards make it child’s play to navigate multichannel operations efficiently.
  • Effortless integration: Sell across over a hundred ecommerce platforms with simple and efficient marketplace integrations. Amazon, eBay, Shopify, Big Commerce, Magento, Etsy, and more.
  • Automation capabilities: ‘Set-and-forget’ options for establishing reorder points, pricing promotions, and generating purchase orders and invoices take tedious admin tasks off your hands while simultaneously minimizing the risk of errors.  
  • Real-time sales synchronization: Have you ever sold an item on one platform and gone to update other listings, only to find you’ve sold the same item somewhere else in the meantime and are unable to fulfill both orders? With Linnworks’ real-time synchronization, that need never be a worry again.  
  • Warehouse management: One of the factors that sees us regularly shortlisted as one of the best multichannel ecommerce software is our system’s ability to integrate with your warehouse management systems. It streamlines and optimizes inventory audits, order fulfillment processes, and picking and packing best practices. 
  • Stock level management: Our multichannel ecommerce software helps you with stock forecasting and inventory visibility to ensure you’re neither scrambling to fulfill orders nor paying over the odds for unused storage space. 
  • Shipping management: With Linnworks shipping management, intelligent package assignment, simplified FIFO routing, and effortless order routing come as standard – as does the ability to compare services from a range of carriers.
  • Analytics tools: Advanced reporting and insights offer a real-time overview of sales performance, inventory turnover, customer engagement, and marketing ROI, helping you make data-driven decisions for maximum sales growth and scalability.
  • Customer segmentation: You can segment consumer groups by behavior, demographics, purchase history, and more to target personalized marketing campaigns and increase your relevance and resonance in the marketplace.
  • CRM integration: Seamless integration with Customer Relationship Management (CRM) systems consolidates your buyer data and enhances customer interactions across channels, helping you gain a holistic view of consumer sentiment and turn one-time shoppers into forever fans. 
  • Mobile compatibility: The ability to manage multichannel operations on the go is a game changer for teams with busy schedules. Linnworks Mobile can be accessed by any user with relevant permissions.
  • Customizable workflows: Create customized workflows for order processing, fulfillment, and customer service, all tailored to your unique business needs.
  • Compliance and security: Data is a currency in it’s own right in today’s modern world. Linnworks’ built-in features ensure effortless compliance with GDPR and robust security measures protect sensitive customer and business data.
  • Support and training: Extensive documentation comprising resources and training materials provide all the support you need to optimize the use of our multichannel ecommerce software, and you can access support online or by phone 24/7. 

The Benefits of multichannel ecommerce software integration

There are a whole host of additional benefits that accompany effective multichannel management through a centralized platform. There are obvious advantages like enhanced operational efficiency, real-time inventory visibility, improved accuracy, and expanded market reach. But here are a few more notable examples. 

  • Cost savings: You’ll notice a potentially significant drop in overhead costs associated with manual data entry and inventory reconciliation. Plus, automated processes minimize the need for additional personnel to manage expanding operations.
  • Time savings: Automation also reduces the time required to manage multiple sales channels, freeing up more hours in your day to plan your next expansion, spend time with family and loved ones, or simply kick back and enjoy a well-deserved rest. 
  • Improved customer satisfaction: Offering consistent product information and omni-channel support enhances the customer experience by building trust, leading to increased loyalty, repeat business, and more word-of-mouth recommendations.
  • Marketing synchronization: Coordinated marketing efforts across multiple platforms ensures that promotions and campaigns are executed uniformly, maximizing their impact and reach. Think of it like cross-posting on your social media networks like Instagram and Facebook. 
  • Data-driven decision making: The ability to monitor key performance indicators (KPIs) enables you to make proactive adjustments to your marketing initiatives and product offerings for optimized ROI.
  • Growth: Scalable solutions aid your business strategy and development plans. They support increased product listings, sales volumes, and channel integrations without compromising on efficiency.

Work smarter, not harder, with Linnworks

In the fast-paced world of ecommerce, standing still means falling behind. Integrating multichannel ecommerce software like Linnworks into your business arsenal not only revolutionizes your day-to-day operations. It keeps you ahead of the competition. 

But you needn’t simply take our word for that! We have several happy customers who are of the same opinion:

“Linnworks has reduced manual tasks and saved on wages. Without Linnworks we’d have to employ more staff, which has an impact on our overall bottom line.”

Arthur Martin, MD and Co-founder, Buy Wholefoods Online

“With new integrations with Etsy plus apps that let you sell directly on Walmart, managing and selling on different platforms is so much easier.”

Ira Cohen, Founder, Fantastic Sports Store

“Linnworks has been our safety net when it comes to growth, plus the boosted accuracy means we can continue to sell in marketplaces like Amazon.”

Nelson Gunter, Ecommerce Manager, Serious Steel

Ready to take your multichannel strategy to the next level? Follow these action points today to find out more and take the next steps on your journey toward omnichannel superstardom:

  1. Learn more about Linnworks and our products, features, and integrations. 
  2. Get a free demo to see how our software can help simplify your ecommerce operation. 
  3. Take an interactive product tour to learn how to create listings and sync inventory on the world’s top marketplaces.
  4. Contact our team with any questions you have for expert advice tailored to your unique business needs. 

Ready to see Linnworks in action?

  • Unrivaled ecommerce data accuracy
  • 100+ integrations with global sales channels
  • Up and running in 40 days on average

Linzi Trafford


Linzi Trafford is a SaaS-loving, self-professed grammar nerd. She’s written for industry leaders like Crunchbase and Spotify, tech-for-good firms like UpMetrics and Recite Me, and a whole heap in between. When not hammering away at her keyboard, you’ll find her hiking with her rescue dog, singing with her band, or getting stuck into a good old-fashioned whodunnit novel.