eCommerce Multi-Channel Selling

eCommerce multi channel selling

Multi Channel Integration

eCommerce Marketplaces
  • Alibaba
  • Amazon
  • Amazon Business
  • Cdiscount Marketplace
  • eBay
  • Etsy
  • Flubit
  • Fnac
  • Game
  • Newegg
  • Notonthehighstreet
  • Rakuten
  • SKUCloud
  • Tesco
  • Wowcher
Fulfillment Services
  • Amazon
  • Bleckmann
  • Collect +
  • DHL
  • DPD
  • DX
  • Fedex
  • Hermes
  • ILG
  • Interlink Express
  • Metapack
  • Netdespatch
  • Parcelforce
  • Parcelhub
  • Parcelstation
  • Royal Mail
  • Scurri
  • Seko
  • Shipstation
  • ShipTheory
  • Stream
  • TNT
  • UK Mail
  • UPS
  • Yodel

Guide To Multi-Channel eCommerce Retailing

What Is Multi-Channel eCommerce?

It's not so long ago that building an eCommerce website was considered the natural extension of a traditional brick and mortar shop. 

How times change. In 2018 building an eCommerce store is considered just the starting point of a multi-pronged approach to selling online. As more marketplaces supplement the behemoths that are Amazon and eBay, online eCommerce retailers need to find ways of integrating their product display in many different formats.

When you offer more channels through which your customers can purchase, you massively boost your sales and revenue. On average, online stores with one additional marketplace, such as Amazon or eBay, enjoy a 38% boost in revenue and those with two or more channels can expect a 120% increase. More and more consumers start their online shopping experience through comparison search engines and marketplaces as well as traditional search engines.

Multi channel sales increase

In addition to integrating products with these external websites and data feeds there is also a requirement to manage inventory, warehousing space, suppliers, delivery channels, accounting software and other reporting requirements. A lot is going on, and it is a complex challenge to make your user experience uniform across the board.

Trying to manually administer listings on eBay and Amazon as well as your website can be a quick descent into a chaotic process of channel management. How do you keep track of stock for example when you are selling across three separate channels? Adding Pinterest, Etsy, Tesco, Wowcher, Instagram or other emerging channel markets will compound the problem.

Understanding which channels it is worth investing your time and effort into is also part of the jigsaw because advanced reporting techniques can uncover nuggets of information that will dramatically improve your bottom line. For example, knowing which products sell best on which channels or understanding the best performing social media platform in terms of lifetime revenue and engagement. Channel reporting is a valuable tool.

Managing eCommerce multi-channels has become a necessity, and in this guide, I'm going to help you decide which software and services will help you build a thriving eCommerce business on top of the many pillars of available revenue sources.   

To help you decide which route to take I've broken the process down into two parts: 

  • Building a Multi-Channel sales funnel from scratch
  • Adding Multi-Channel to your existing setup

Building A Multi-Channel Sales Funnel From Scratch

If you are about to start building an eCommerce website and have had the foresight to think about integrating multi-channel eCommerce from the beginning then congratulations, you are ahead of the curve!

How To Build An eCommerce Website – Project Management Guide
Building an eCommerce website gets more difficult as more people become involved in the project. Once you begin managing multiple stakeholders and their expectations, managing the project becomes essential. (Stakeholders vary from those with a management interest in adding to the bottom line or data entry...

First of all, I'll examine the key features of each eCommerce website builder that support multi-channel selling. Here are five of the best eCommerce platforms for UK sellers that I consider to be adept at handling multi-channel requirements and the native channels that they support:

Facebook, Amazon and eBay integrations. Native Point Of Sale Support.

Facebook, Amazon, eBay, Pinterest and Square Point Of Sale Support

eBay Listing Management

eBay Listing Management

Amazon, eBay, Facebook Instagram, Messenger, Pinterest, Houzz, KiK, Lyst, Wanelo, Buzzfeed, Google Shopping, Shopify Point Of Sale.

If you are planning on listing your products on Amazon and eBay, then both BigCommerce and Shopify would be your first point of call. Do not overlook BigCommerce, they are a rapidly growing company, have just opened offices in London, and the enterprise platform has great reporting features.

If eBay is going to be your only other channel, then EKM and Bluepark are obvious choices for UK sellers. For simplicity of use and users want to sell through their website and eBay in the shortest possible setup time then EKM should be your choice.

For those that are prepared to take the time to develop other custom integrations then Bluepark should be your choice as their software is designed for more complex retailing.

Both companies are working hard on adding more integrations, and I'll update this listing as they become available.

3Dcart comes in as the fifth choice merely because they don't have the resources of Shopify or Bigcommerce and the UK support for EKM and Bluepark is much better. 3Dcart is strong in business to business sales though so if B2B is a majority of your revenue, then they would be a good choice for that reason. 

Adding Multi-Channel To Your Existing eCommerce Platform

If the existing options of your current eCommerce software don't support a channel, you want to sell through then consider buying a third party option.

The pricing for a third party multi-channel option can rapidly pay for itself in saved administration time, so although some products are upwards of £250 per month, you will still make significant savings if you sell a lot through many different channels.

Here are the key features you can expect from multi-channel listing software:

Listings Management

List your stock items on Amazon, eBay and other channels from one central location.

Stock Control

Manage your stock levels from a central dashboard.

Warehouse Management

Sort, allocate and process your orders. Print and package your items from a central dashboard.

Courier Integration

Print delivery labels and send tracking information directly to customers from your chosen shipping providers.


Create detailed and accurate financial reports on individual channels, custom date ranges, and specific products and categories.

Here is a list of eCommerce multi-channel software with the platforms they support and the key features. Each has its own listing in the Storebuilder directory, so please add a review if you've used any of them.

eCommerce Multi Channel Software

Linnworks Order Management Software
Update: 05 July, 2018
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Linnworks Multi-Channel Overview Linnworks is an innovative, multi-channel eCommerce platform that helps over 4,000 online retailers across the globe automate their key business processes, reduce costs and manage their entire selling operations from a single dashboard. Using a state of the art web-based platform that heightens online sales productivity across all of your favourite devices, it has never been easier to dominate your online ventures. Sync, edit, update and fulfil all of your orders across dozens of online marketplaces. Supply chain updates continually in...
Selro Multi Channel Inventory And Order Management
Update: 28 June, 2018
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Selro Multi Channel Software Overview Selro provides all the tools that you need to manage and run a successful eCommerce business. Manage multichannel inventory and orders, keep stock levels in sync with all your sales channels and much more.
Cloudcommerce Pro - Multi Channel eCommerce Management
Update: 27 June, 2018
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CloudCommerce Pro Overview Cloud Commerce Pro has grown out of many years of software development, hosting and eCommerce retail experience. The company directors Mark Hallam, Stuart Forrest and chairman Angus MacSween have founded and run successful Internet businesses since the early 1990s, covering Internet Services, Telecommunications and eCommerce Retail. Cloud Commerce Pro was established to address the growing maturity of the eCommerce marketplace. The Directors of the business have seen many changes since their early days at the very start of the Internet revolution but it is the opportunities that present themselves with...
Update: 14 August, 2018
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Khaos Cloud Overview Until now, ERP software has had to be painstakingly installed on desktop computers, permanently stuck at workplaces accessing databases hosted on onsite servers. The ball and chain of ERP software, tied to a physical location, causes problems. It’s bad enough when a worker on a shop floor must access a terminal on the other side of a store to answer a customer’s stock query. It’s even worse for a field salesperson, who must call or email their head office every time they want to confirm a price, stock level or...
Seller Dynamics - Listing And Repricing Management
Update: 19 June, 2018
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Seller Dynamics Overview Multi-Channel Software The Seller Dynamics, multichannel, listing tool, lets you sell across Amazon, eBay, Cdiscount, Fnac, Flubit, Rakuten, Tesco, Skucloud and even your own websites. It's all covered with Seller Dynamics; when you want to sell across the global marketplaces, it makes adding a new sales channel easy, and if you want to add 40 sales channels, then even better. If you are looking to expand your business, then you will be able to that with features such as synchronised inventory management. ...
Storefeeder - Multi Channel eCommerce Retail Software
Update: 27 June, 2018
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Storefeeder Overview StoreFeeder is an intuitive and feature-rich hosted multi-channel eCommerce software solution. It enables retailers to integrate with all the major sales channels including eBay, Amazon, Magento, Shopify, and many more. StoreFeeder also allows retailers to integrate with accounts packages and couriers. Features include listing and order management across channels, synching inventory updates, and the ability to produce in-depth performance reports. By utilising StoreFeeder, users can manage and automate their eCommerce operation from one single interface, saving them time and money so they can concentrate on growing their business.
Syncline Muliti Channel eCommerce Management Solution
Update: 27 June, 2018
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Syncline Multi-Channel eCommerce Syncline integrates multiple retail channels such as eBay stores, Amazon shops and eCommerce websites by sharing one common database and platform. Upload inventory with all product attributes intact through a common backend panel/platform provided bySyncline and then all the data will be uploaded on the various channels integrated. This saves a lot of time, effort and energy by eliminating duplicated effort on each retail channel. Syncline also updates and synchronises the inventory levels across all your channels as soon as a sale is made or the stock...
Brightpearl Omnichannel Retail Software
Update: 27 June, 2018
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Brightpearl Company Overview There are quite a few great stories about companies that did a "pivot" and ended up providing a service or product that was a million miles away from the original business plan. Youtube started life as a dating site, Twitter was a podcasting network called Odeo and Instagram was originally a mobile app called Burbn that failed to catch on. Brightpearl has an equally fascinating backstory, having mutated from a skateboard company born in 1999 into one of the worlds best multi-channel retail software companies. ...
ChannelGrabber Review - Multichannel eCommerce Selling Software
Update: 07 February, 2018
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What Does ChannelGrabber Do? ChannelGrabber connects your eCommerce website via a third party plugin to Amazon and eBay and helps you manage product listings, inventory, orders, billing, shipping and messaging. With so many different platforms on which to sell your products, it can be time-consuming managing them all and ChannelGrabber is designed to not only manage your listings on your website but also to synchronise your stock levels primarily on Amazon and eBay so that you can monitor your inventory in real time. Stock items are linked by SKU and...