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Omnichannel vs Multichannel: What’s the difference

There are clear differences between multichannel and omnichannel buying journeys. In this article we define omnichannel vs. multichannel and what they mean for ecommerce and retail.

14 June, 2022
 ·  6 minutes

Switching between devices and mediums has become as easy as taking a breath. Technology allows us to seamlessly navigate online and offline spaces to access our finances, do our jobs, and maintain our social lives.

Since life takes place across so many different channels, it makes sense to let your customers buy when and where their intention is high. Rather than make them come to you, it pays to adopt an omnichannel or multichannel approach to ecommerce that gives your customer the freedom to define their own journey.

As you’re trying to navigate different ways to create seamless customer journeys that convert, you’ll find that the terms omnichannel and multichannel tend to be used interchangeably. Not only does this add to the confusion, but the differences between multi- or omnichannel buying journeys are clear. The first focuses on offering multiple channels, and the second on the customer experience of moving between channels.

Let’s dive deeper into the similarities and differences between multichannel and omnichannel strategies for ecommerce and retail.

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