Imagine this: A customer discovers your product on Instagram but prefers to buy from Amazon. Another browses your website but wants the convenience of picking it up in-store. Meanwhile, a third stumbles across your brand on Walmart Marketplace while shopping for something else.
Today’s shoppers aren’t sticking to just one platform — they’re everywhere. And if your business is only selling through a single channel, you’re missing out on opportunities. Multichannel ecommerce allows you to meet customers where they are, expand your reach, and increase sales by selling across multiple platforms.
But with more channels come more challenges — inventory management, order tracking, and keeping everything in sync. The right tools and strategy make all the difference in ensuring seamless operations and a great customer experience.
Here’s how you can leverage multichannel ecommerce to grow your business and stay ahead of the competition.
What is multichannel ecommerce?
Simply put, multichannel ecommerce means selling your products on multiple online marketplaces, social media platforms, and ecommerce websites instead of relying on a single online store. This approach helps businesses expand their reach, increase sales, and reduce dependency on one sales channel.
For example, a brand selling handmade jewelry might have a Shopify website but also list products on Amazon, Walmart, and eBay while using Instagram Shop and Facebook Marketplace to attract social shoppers.
How multichannel ecommerce works
Selling on multiple platforms is a smart strategy, but managing everything manually can be overwhelming. That’s why businesses use multichannel ecommerce management tools to streamline operations and keep everything in sync.
Here’s how it works:
- Keep inventory in sync: Inventory management software updates stock levels in real time across all sales channels so you don’t accidentally sell products you don’t have.
- Centralize your listings: A multichannel ecommerce platform like Sellbrite or Magento helps you organize your product catalogs in one place, making updates and tracking easier.
- Streamline fulfillment: Services like Fulfillment by Amazon (FBA) or third-party logistics (3PL) providers take care of packing and shipping, so you won’t have to scramble to process orders.
- Optimize for each channel: Different platforms have different requirements. Ecommerce software ensures your product listings are formatted correctly for each one — Amazon, eBay, Walmart, Etsy, or your Shopify store.
Benefits of multichannel ecommerce
Expanding to multiple channels is about building a resilient and scalable ecommerce business. Here’s why that’s worth the investment.
Reach more shoppers and increase sales
Selling across different sales channels — including Amazon, eBay, Walmart, Etsy, Instagram Shop, and your online store — puts your products in front of more potential buyers. Each platform has its audience, giving you a better chance to sell products to different types of shoppers.
According to Statista, global ecommerce sales are expected to reach $4.324 billion in 2025, with marketplaces like Amazon and eBay playing a significant role. A multichannel ecommerce strategy helps you tap into these high-traffic platforms while also building your own brand presence.
Reduce dependence on a single platform
Relying on one platform is risky. If a marketplace changes its policies, increases fees, or experiences a traffic drop, it could significantly impact your business. A multichannel ecommerce strategy spreads out that risk, ensuring you always have other channels bringing in sales.
In 2022, thousands of merchants were impacted when Etsy temporarily increased its transaction fees, so they embarked on a week-long strike. Businesses that had diversified across other marketplaces and sales channels maintained steady revenue despite these disruptions.
Improve customer convenience and experience
Today’s shoppers expect a seamless buying experience. With multichannel ecommerce software, you can keep your branding consistent while ensuring smooth order fulfillment and inventory management. Offering multiple ecommerce options makes it easier for customers to purchase from you, whether they prefer to shop on social media, a marketplace, or directly from a brand’s online store.
Optimize inventory and fulfillment
Managing stock across different channels can be challenging, but the right multichannel ecommerce solutions keep things organized. Using Fishbowl, you can sync inventory in real time, prevent overselling, and streamline order management. Solutions like FBA or 3PL providers also help ensure fast and efficient order fulfillment.
Set up a centralized inventory system that connects all your sales channels to track stock levels, reduce errors, and avoid running out of best-selling products.
Top 5 ecommerce channels to sell on
Brands using three or more sales channels have the potential to earn more revenue than those sticking to just one. But not every platform is the right fit. Some are great for reaching massive audiences, while others give you more control over your brand.
Let’s break down five of the best sales channels and what makes each one worth considering.
1. Amazon
Amazon is a no-brainer for most sellers. With over 9.7 million active sellers, it’s one of the biggest online marketplaces in the world, making it ideal for reaching millions of potential buyers.
One of its biggest perks is FBA, where Amazon takes care of order fulfillment, storage, and customer service. This makes life easier for online sellers, but it’s not cheap — FBA fees can add up fast. Plus, competition is fierce, so optimizing your product listings (good images, keyword-rich descriptions, competitive pricing) is key to standing out.
2. eBay
eBay is one of the most flexible sales channels, letting you sell everything from brand-new products to refurbished goods. It’s especially great for niche items, collectibles, and one-of-a-kind finds.
Unlike Amazon, eBay gives you the option to sell via auctions, which can sometimes drive up prices if demand is high. But it also attracts a lot of bargain hunters, so pricing strategies matter. Sellers who provide fast shipping and top-notch customer service can earn Top Rated Seller status, boosting visibility in search results.
3. Walmart marketplace
Walmart’s ecommerce business has been growing fast, and its marketplace is becoming a serious competitor to Amazon. It gets over 100 million unique visitors a month, and since Walmart only allows approved sellers, there’s less competition than on Amazon.
However, Walmart has strict pricing rules. If they find your product listed cheaper elsewhere, they might remove it. Also, offering fast, free shipping is crucial — Walmart prioritizes sellers who provide two-day shipping, which helps boost your visibility.
4. Shopify
If you want complete control over your ecommerce business, Shopify is a solid choice. And unlike online marketplaces like Amazon and eBay, Shopify lets you build your online store, set your own prices, and establish direct customer relationships.
Shopify also integrates with Google Shopping, Instagram Shop, and other sales channels, making selling easier across platforms. But, unlike marketplaces that already have built-in traffic, a Shopify store requires marketing — SEO, social media, and ads — to drive sales. Since over 70% of Shopify’s traffic comes from mobile devices, a mobile-friendly site is essential.
5. Etsy
Etsy is the go-to ecommerce platform for handmade, vintage, and one-of-a-kind items. With 91.2 million active buyers, it’s an excellent option for sellers in creative industries.
One thing to note is Etsy’s transaction fees, which can add up quickly, so it’s essential to price your products accordingly. The good news? Since Etsy shoppers love unique and custom products, high-quality photos and detailed descriptions can make a huge difference in sales.
4 best multichannel ecommerce solutions
Multichannel ecommerce solutions streamline operations by centralizing inventory, orders, and product listings. Here are four of the best solutions available today.
Fishbowl and Fishbowl Commerce
Fishbowl is a leading inventory management software designed to help businesses track stock in real time across multiple sales channels. It integrates with a variety of online marketplaces, like eBay, Walmart, and Amazon. It’s ideal for growing businesses that need better inventory control.
What Fishbowl offers:
- Seamless integration with Shopify, Magento, and other ecommerce platforms
- Advanced reporting to track sales trends and forecast demand
- Multichannel inventory syncing to keep stock updated
- Automated order fulfillment to speed up delivery
- Built-in analytics to monitor sales across platforms
- Integration with QuickBooks Online to keep accounting and inventory management software in sync
By keeping everything centralized, Fishbowl Commerce helps you avoid stockouts, delays, and order mix-ups — no matter where you sell stock.
Shopify Plus
Shopify Plus is the enterprise version of Shopify, designed for brands that want to sell products across multiple sales channels while maintaining smooth operations.
What Shopify Plus offers:
- Seamless integration with Google Shopping, Instagram Shop, and other marketplaces
- Automated order processing to save time
- Customizable checkout for a better shopping experience
- Advanced analytics to track customer behavior and sales
Shopify Plus is great for businesses that want an all-in-one ecommerce platform with built-in marketing tools.
ChannelAdvisor
ChannelAdvisor helps brands list, optimize, and manage their products across multiple sales channels, from Amazon and Walmart to social media platforms.
What ChannelAdvisor offers:
- Automated product listings across different ecommerce platforms
- Real-time inventory tracking to prevent overselling
- Data-driven insights to optimize pricing and performance
- Marketing automation to boost visibility
It’s ideal for businesses looking to scale quickly without manually managing each channel.
BigCommerce
BigCommerce is a robust ecommerce platform that supports multichannel selling by integrating with online marketplaces and social media platforms.
What BigCommerce offers:
- Built-in listing tools to optimize product descriptions across platforms
- Seamless order fulfillment with 3PL integration
- Customizable storefront to match your brand identity
- Inventory management to track stock in real time
BigCommerce is perfect for brands that want a multichannel ecommerce platform with flexibility and customization.
Ready to elevate your multichannel ecommerce strategy?
Managing multiple sales channels can feel overwhelming — but it doesn’t have to be. Fishbowl gives you tools to sync inventory in real time, automate order fulfillment, and eliminate costly errors, so you sell more with less hassle.
Fishbowl Commerce Suite integrates with top ecommerce platforms like Amazon, eBay, and Shopify. This means fewer errors, smoother operations, and faster growth.
Stop juggling disconnected systems. Book a demo today and see how Fishbowl can transform your business.
