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Liubov Pesotska
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Liubov Pesotska
SEO Specialist at Gepard
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Top 7 Sales Channels for Omnichannel Strategy [2024]

5 min read
Published: July 8, 2024

Each product goes through a certain path from the seller to the buyer. This path is called a sales channel or distribution channel. It involves employees and partners of the company, various sites, and networks. 

What channels should we use in 2024 to achieve the most effective omnichannel strategy? While different businesses have their own ‘best-selling channels,’ there are still statistics that highlight the most effective ones across the board.

In this article, we will consider the top 7 sales channels and factors that influence the choice of distribution channels. So, let’s go.

What is a Sales Channel?

Sales channels are the ways of selling goods that the seller uses. If in offline business the list of such channels is limited, then on the Internet everything is different. Online stores can simultaneously use several sales channels and make a profit from each of them.

Top 7 Sales Channels in 2024

#1. Own website

Own website is a key that opens access to other sales channels. Having your own online store with a separate website, the entrepreneur gets unlimited room for maneuver.

For example, products from the site can be uploaded to other sites and advertised using any methods available on the Internet. The site functions as a sales management center on the Internet. All processes will be centralized in one place, which will improve the quality of work.

#2. B2B Sales

B2B sales is a wholesale model where a store sells its products in large quantities to another business. This sales channel should be considered by those who have significant volumes of goods, are a manufacturer, or simply own unique goods. Then you will be able to sell your products not individually, but in batches. The store will receive significant income and have an average check that significantly exceeds retail trade.

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B2B sales are easily combined with regular retail. Many stores operate in two formats and consider wholesale as an additional channel. But in this case, the entrepreneur needs to create a B2B portal that will be aimed exclusively at business clients. It will have certain functions and an assortment that differ from a regular store.

#3. Marketplaces

Consumers spent 3.25+ trillion dollars on online marketplaces in 2024, based on Digital Commerce Report. A marketplace allows entrepreneurs to display products on their platform and provides them with the tools necessary for sales. Sellers work according to established rules and comply with requirements for product design, customer service, and several other factors.

Such standards are explained by the fact that marketplaces are large companies that invest significant funds in promotion. Reputation is important to them because they attract a large amount of traffic, which is converted into sales. In exchange for their services, marketplaces charge sellers a subscription fee and a commission on orders.

Some entrepreneurs sell online exclusively on marketplaces, but it is better to consider the platform as one of the sales channels.

There are some reasons for this. Firstly, in the marketplace, sellers’ products are located next to each other in the general product catalog and customers hardly distinguish who they are buying from. Secondly, if the marketplace is dissatisfied with the quality of the seller’s work and sees bad reviews, it can unilaterally terminate cooperation. Therefore, trading platforms should be perceived as a source of additional orders.

#4. Instagram Store

80% of social media marketers say consumers buy products directly within social apps more often than on brand websites or through third-party resellers. And it’s not surprising!

The social network format with an emphasis on visual content is perfect for certain niches where the characteristics of the product are not as important as its appearance. Instagram is the most common tool for selling via social networks. For example, Instagram successfully sells clothes, shoes, jewelry, temporary tattoos, etc.

The social network works well as a sales channel because it allows you to popularize the brand, gain a large audience of subscribers, and convert them into buyers. At the same time, developing a page on Instagram requires a minimum of resources.

#5. Google Shopping

Google Shopping is a tool for advertising products in Google search results. Google Shopping ads look like product cards with a price, photo, and product name. Ads are placed before organic search results or to the right of them. Ads are displayed for specific queries when a user searches for something related to buying a product. By clicking on a product card, a person will be taken to the seller’s website.

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Google Shopping is perhaps one of the most favorite sales channels among entrepreneurs. Its mechanics are great for sales and attract people to the site who are interested in purchasing a product.

However, setting up Google Shopping is complex and has many nuances. If you do something wrong, the system will simply block the seller and will not allow him to advertise until he corrects the errors. This is because Google has very high requirements for content and customer service.

#6. Contextual advertising

Contextual advertising is a method of displaying advertisements for relevant user queries. For example, a person makes a search query in Google “buy chairs in Texas”. After Google Shopping ads, among the first search results, there will be contextual advertising – this is advertising for online stores selling furniture in Texas. The user who follows the advertising link will immediately get to the product catalog or even the product page.

For many entrepreneurs, contextual advertising is one of the main sources of orders. The principle of operation allows you to show ads to an audience that is interested in a certain topic.

The most famous tool for creating such ads is Google Ads contextual advertising. With its help, ads are displayed in search results in advantageous and noticeable places. This advertising is almost no different from regular search results, so it does not irritate potential customers and works well for sales.

#7. TikTok Store

TikTok is the most popular social network in the US, surpassing even Instagram and Facebook in terms of active users. Using TikTok as a sales channel is a new experience for most sellers.

However, the rapid development of the social network does not allow it to be ignored. TikTok has a limited set of functions designed specifically for sales, but it is still possible to find ways to attract customers.

How to Run Omnichannel Sales? Best Practices

How to run omnichannel sales? Best Practices

  • Maintain a unified brand voice and consistent messaging across all channels to build trust and recognition with customers.
  • Leverage data analytics to gain insights into customer behavior and preferences, enabling personalized interactions and targeted marketing efforts.
  • Integrate a Product Information Management (PIM) system to centralize and manage product data efficiently, ensuring accurate and up-to-date information across all channels.
  • Optimize each channel for its unique strengths, continuously monitoring performance metrics to adapt and refine your approach.
  • Drive customer engagement and loyalty by delivering a seamless and cohesive experience across all touchpoints.

Final Thought

Using the right mix of sales channels can seriously boost your business. Keep your branding consistent, use data smartly, and don’t forget to implement a solid PIM system to keep everything in sync. Nail this, and you’ll see great results across the board!

Liubov Pesotska
Written by Liubov Pesotska
SEO Specialist at Gepard
Has an experience in PR and SEO. Inspired by everything new: places, people, ideas. Believes in turquoise organizations and the power of community.

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