Multichannel Ecommerce Solutions

Andy D., #Feedonomics Global Dir of Sales & I discuss their great platform for #marketplace & other #ecommerce #channel integration and product feed management & synchronization / syndication. Over 30% of the Internet Retailer 1000 brands use Feedonomics for channel management. Their platform enables additional sales channels by integrating into #marketplaces like #Amazon, #Walmart, Target+, eBay, #TikTok, Facebook, Google Shopping & 300 other platforms. Data can be imported from ecommerce, PIM, OMS, ERP, etc. platforms via URL, SFTP, API & other tools. Even though Feedonomics is owned by BigCommerce, they have import connectors for #Shopify, Adobe Commerce / Magento, Woo Commerce, Salesforce Commerce Cloud & other ecom platforms. In addition to product information (title, description, categorization, keywords, attributes, etc.), the platform also synchronizes dynamic information like pricing, inventory & orders. It also optimizes each channel for the best merchandising (tuned for each platform), pricing, advertising, etc. Maximizing ad ROAS is growing in importance as SEM costs increase & the number of retail media networks explode. Feedonomics supports 4 main categories of channels: marketplaces, social, advertising & affiliate networks.  Clients span retail, technology, CPG, food & beverage, and professional services industries. Example clients include Dell, Samsung, Allbirds, PUMA & Fox Racing. Amazon Today is an example fast growing channel for brick & mortar retailers. Feedonomics will synchronize a retailer’s in-store inventory & pricing to Amazon for #AmazonPrime same-day delivery using Amazon’s last-mile fulfillment network. In-store pickup via #AmazonToday can also drive foot-traffic for additional brick & mortar sales. They use a phrase “Feedprint” which combines the number of channels fed with the number of products availability per channel. Clients average 15.5% feedprint growth from 11.7% channel expansion & 3.4% product growth per channel. Feedonomics customers on marketplaces grow 2x more than the ecommerce growth rate (20.5%). Marketplace revenue distribution is: Amazon 56%, Target+ 20%, eBay 10%, Walmart 8%, Meta 4%, & TikTok 2% (rapidly growing). RMW Commerce found that “customers use an average of 6 touchpoints, with 50% regularly using more than 4. … By expanding to 3 or more channels, companies can boost their order rate by a substantial 494%.” See also my video post with BigCommerce VP of Enterprise Sales, Thom Armstrong (at The Lead Summit) about their great #ecommerce platform: https://lnkd.in/dDnAPmCA To learn more about ecommerce & marketplaces, follow McFadyen Digital.

Are you scaling across Amazon, Shopify, and TikTok? After seven years managing multi-platform brands, here's what we've learned: 𝗠𝗬𝗧𝗛: You're running one e-commerce business across different channels. 𝗥𝗘𝗔𝗟𝗜𝗧𝗬: You're operating three completely different business models that happen to share the same logo. Amazon rewards algorithmic precision. Shopify demands customer relationship mastery. TikTok requires creator network coordination. 𝗠𝗬𝗧𝗛: The same team can execute effectively on all platforms. 𝗥𝗘𝗔𝗟𝗜𝗧𝗬: Research shows brands generating over $2M monthly consistently need separate specialists for each channel. Amazon requires technical PPC expertise. Shopify needs growth marketing skills. TikTok demands creator relationship management. These skill sets rarely overlap. 𝗠𝗬𝗧𝗛: Multi-platform expansion accelerates growth immediately. 𝗥𝗘𝗔𝗟𝗜𝗧𝗬: Sequential expansion outperforms simultaneous launches. Master one platform profitably first, achieve stable operations, then expand. Brands spreading resources across all three channels simultaneously produce mediocre results everywhere. 𝗠𝗬𝗧𝗛: Platform strategy should stay consistent for brand integrity. 𝗥𝗘𝗔𝗟𝗜𝗧𝗬: Each platform punishes identical approaches. Industry analysis indicates Amazon customers show limited brand loyalty when price and reviews align. Shopify profitability depends on repeat purchases and lifetime value optimization. TikTok success requires surrendering brand control to authentic creator content. Key takeaway: The brands winning in the next decade build organizational capacity to execute three fundamentally different business models without diluting any of them. Try this: Audit your current platform operations. Where are you applying Amazon tactics to Shopify or forcing Shopify strategies onto TikTok? Platform-native execution wins. What's worked for you when managing multiple channels? Worth noting: Most successful brands we partner with choose hybrid internal-plus-agency models at the $2M-$10M range, keeping core channel management internal while leveraging specialized expertise for secondary platforms. https://lnkd.in/e2AA-q7S

“Omni-channel strategy” is one of those phrases that often gets an eye-roll in ecommerce circles. It feels fluffy. Vague. Some see it as something consultants say when they don’t want to commit to a channel. But Jonathan Byrt and Jesse Leeworthy from memobottle are a brilliant example of omnichannel not just as a growth strategy, but as a survival strategy. You probably know the Memobottle design. Built in the shape of a notebook - flat and stylish - to fit perfectly in a handbag, a suitcase and as we discovered, fly fishing gear. What you might not know is just how close they came to losing it all. After a huge Kickstarter launch, they went hard into wholesale - stocked in thousands of stores around the world. Then COVID hit. And within a week, 80% of their revenue disappeared. Orders cancelled. Retailers closed. They nearly didn’t make it. What saved them was a complete shift in thinking to an omnichannel model. Today, they’ve built a multi-channel machine that looks like this: 🔑 DTC through their own site for the full experience 🔑 Retail and wholesale through partners like Urban Outfitters and MoMA 🔑 Amazon for customers who want fast and simple 🔑 Co-branding partnerships with the likes of Spotify, Meta, Bentley and Carla Zampatti Each channel plays a different role, but together they give the brand stability, reach and options. They’ve gone from “nearly under” to building a moat that’s bigger than just product design or price point. If you’re rethinking your own channel mix, or just want to hear a cracking (and very honest) founder story, I reckon you’ll enjoy this one.

Ecommerce stores can learn a LOT from brick and mortar. 'Digital marketing' isn't really a thing anymore - it's just marketing. Software and the internet ate the world. The lines between physical and digital are blurring, if they still exist at all. And the best brands treat their ecommerce experience a lot like an IRL store. → Personalization: Just as a good retail salesperson in a physical store can help a first time shopper or remember a returning customer’s preferences, ecommerce platforms should leverage data to personalize the shopping experience. → Immersive experiences: Brick-and-mortar stores have the advantage of creating sensory-rich environments. Ecommerce stores can replicate this by investing in high-quality content, virtual try-ons and 360-degree product views. There used to be an excuse that your product is 'difficult to sell online', but it's been busted. If people buy sunglasses, mattresses, and cars online - then you can definitely find a way to make your product more immersive. → Trustworthy customer service: For many shoppers, a helpful store assistant can make or break a sale. Ecommerce stores should focus on excellent customer service through live chat, and responsive customer support that goes the extra mile. → Leverage Data for continuous improvement: Physical stores often use foot traffic and sales data to optimize store layouts and merchandise. Ecommerce stores should use website analytics to understand customer behavior, optimize the sales funnel, and refine the user journey. It’s a no-brainer for brands to gather heat maps and customer feedback to unlock valuable insights into improving the online shopping experience. → Omnichannel: Successful brands integrate their online, offline, and marketplace channels to create a cohesive shopping experience. Features like BOPIS, Buy with Prime, and seamless returns across channels can enhance customer convenience and satisfaction. → Community engagement: Brick-and-mortar stores often serve as community hubs, hosting events and fostering a sense of belonging. Ecommerce brands should build communities with their audience so customers can engage with each other, as well as with the brand directly. → Innovative tech stack: IRL stores are investing heavily into technology, from POS to loyalty and beyond. Your ecommerce experience should feel fresh, easy, and exciting if you’re going to stand out in a sea of competitors. Ensuring that promotions, loyalty programs, and customer data are unified across channels strengthens brand consistency. Anything I'm missing?

Grateful to be featured in the "Shoptalk Hot Takes" interview by Blenheim Chalcot and ClickZ.com alongside George Looker to unpack omnichannel commerce. 5 key takeaways and tactics from my conversation: 1. Design for Customer Continuity, Not Just Channel Expansion 💡 71% of customers expect brands to personalize interactions across every touchpoint. Tactical: Map out customer journey across channels, then design experiences that recognize and reward continuity—cart persistence, loyalty rewards, browsing history sync, etc. 2. Build the Infrastructure: Unify Data Streams Across All Touchpoints 🧠 Data fragmentation = missed opportunity Tactical: Integrate POS, e-commerce, mobile, social, and marketplace data into a centralized data lake or unified commerce platform. 3. Establish a Single Source of Truth for Customer Profiles 🔍 Brands with unified profiles see up to 2x better campaign performance. Tactical: Implement Customer Data Platforms (CDPs) to consolidate behavioral, transactional, and engagement data into unified customer profiles. 4. Partner Strategically for Scale, Not Just Stack ⚙️ A bloated tech stack doesn’t equal agility As I noted, Retailers are getting sharper about which partners can scale with them. Ecosystem efficiency matters more than ever. Tactical Step: Audit your tech stack and partnerships consistently. Prioritize partners that offer extensibility, future-proofing, and proven omnichannel success. 5. Measure What Matters: Unified KPIs Across Commerce 📈 You can’t optimize what you don’t measure holistically Tactical: Align your analytics stack to report holistically across channels—tie marketing to merchandising, CX to LTV, and inventory to revenue. 🧠 Bottom line: think holistically, move strategically, and build ecosystems that scale experience with agility, not just transactions. Complete list in comment 👇 #ecommerce #omnichannel #unifiedcommerce

Q: “We operate on multiple channels - online, offline, and through wholesale partnerships. How do we unify all these data streams?” Centralize your data across channels. You need one centralized data system that connects all your sales channels; not three separate dashboards. Operating across online, offline, and wholesale partnerships creates a complex web of data. When these streams are siloed, you get a fragmented view of your business. This leads to inefficient inventory management, a disjointed customer experience, and strategies built on half-truths. To lead the market, you need a single, unified vision of your operations. Here’s how you can achieve that unified view: ➡️ Invest in a Centralized Platform: The solution lies in a centralized data lake or a unified commerce platform. This technology aggregates data from every sales touchpoint - your website, physical stores, and wholesale partners - into one cohesive system. ➡️ Create a Single Source of Truth: The ultimate goal is to establish a single source of truth for your entire operation. This gives you real-time visibility into inventory levels, a 360-degree view of consumer behavior, and accurate conversion metrics across all channels. ➡️ Drive Strategy with Insight: With unified data, you can move beyond just knowing what’s selling. You gain the power to understand where and why it’s selling, providing invaluable insights that can directly guide your design, marketing, and merchandising strategies for maximum impact. How are you tackling the challenge of unifying data in your business? Share your experiences in the comments! These are the kinds of complex challenges we solve in our Fashion Business Roundtables. Join the next session to get actionable solutions for your toughest business problems. (Link in comments) #unifiedcommerce #omnichannel #retailstrategy #dataanalytics #fashiontech #businessgrowth

Managing modern commerce operations with legacy systems costs businesses $1.7T globally in inventory distortion alone. This isn't surprising after analyzing hundreds of e-commerce operations over the last decade. Merchants today juggle several eCommerce stores, including Shopify, Amazon, Walmart, TikTok Shop, and Instagram, plus their own DTC sites using retail systems built 15 years ago. Companies using 11+ disconnected tools spend more, and their teams waste time toggling between apps. The fundamental problem lies in disconnected systems. You find brands running their operations through a patchwork of solutions - spreadsheets for inventory, custom scripts for routing, and legacy OMS for order management. Forward-thinking brands are doing things differently by implementing unified commerce operations that connect all systems. This allows them to: - Cut fulfillment costs (currently 20% of inventory expenses) - Reduce fulfillment times by 23% - Maintain accurate inventory across all channels - Scale operations without adding manual processes The eCommerce world has moved beyond legacy tools. Businesses now rely on solutions designed for the way commerce works today.

🚀 Game-Changer for Sellers: Amazon Now Powers Fulfillment for Walmart, Shopify & SHEIN Orders Amazon just made a bold move at its Accelerate seller conference—expanding its Multi-Channel Fulfillment (MCF) to support orders from Walmart, Shopify, and SHEIN. This means sellers can now use one shared pool of inventory to fulfill orders across multiple platforms, unlocking: ✅ 19% average boost in sales ✅ Fewer stockouts ✅ Faster inventory turnover This is more than just logistics—it's a strategic leap for small and medium-sized businesses looking to scale efficiently across channels. 🛍️ What’s New: SHEIN: New MCF app in Seller Central & SHEIN Seller Hub Shopify: Real-time tracking & inventory sync via Shopify’s Fulfillment Network Walmart: Seamless integration via WebBee, Pipe17, Goflow with unbranded packaging Amazon is also investing $15B in 80 new warehouses and $4B to triple rural delivery reach, signaling a future where same-day and next-day delivery becomes the norm—even outside major cities. 📦 The convergence of marketplaces and fulfillment networks is reshaping how sellers operate. The question now is: Are you ready to optimize across platforms with a unified inventory strategy? #ecommerce #supplychain #retail #management #logistics

𝗢𝗻𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲 𝗰𝗮𝗻 𝗹𝗮𝘂𝗻𝗰𝗵 𝘆𝗼𝘂. But relying on just one can also kill you. I've seen DTC brands build incredible momentum on a single channel—Amazon, TikTok Shop, Shopify. And I've also seen them hit a wall when that channel shifts. → A fee increase eats their margins. → A compliance flag freezes their top listing. → A policy change buries them on page 3. It's not that the demand disappears. It's that the control isn't yours. Here's how smart mid-market brands are reducing risk and protecting scale: ✓ 𝗦𝗽𝗿𝗲𝗮𝗱 𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝗰𝘆 𝗲𝗮𝗿𝗹𝘆. Add Walmart, Target, or other retail partners before one channel dominates your profit and loss (P&L) statement. ✓ 𝗨𝗻𝗶𝗳𝘆 𝗱𝗮𝘁𝗮 𝗮𝗻𝗱 𝗳𝘂𝗹𝗳𝗶𝗹𝗹𝗺𝗲𝗻𝘁. A single system managing all channels enables you to move volume seamlessly without incurring additional costs. ✓ 𝗦𝗵𝗮𝗿𝗲 𝗿𝗶𝘀𝗸 𝘄𝗶𝘁𝗵 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀. Revenue-share fulfillment aligns incentives so you're not carrying all the downside alone. The strongest brands I've worked with don't wait for the platform to make the first move. They diversify 𝘣𝘦𝘧𝘰𝘳𝘦 they're squeezed. That's what keeps margins intact through Q4 pressure. That's what builds resilience that outlasts a single platform's rules. ↳ Where in your business are you still one policy update away from losing leverage? #DTCGrowth #MarketplaceStrategy #ScalingStrategy #EcommerceLeadership