Why Every eCommerce Brand Needs a Multichannel Strategy in 2025 (and How to Build One)

In today’s fast-paced eCommerce landscape, selling on a single platform just isn’t enough. Shoppers are everywhere — browsing on Amazon, scrolling TikTok Shop, comparing options on Walmart.com, or checking out direct-to-consumer (DTC) websites. If your brand isn’t meeting them where they are, you’re leaving serious revenue on the table.

A multichannel strategy isn’t just about diversification. It’s about resilience, increased market share, and long-term scalability. 

Why Multichannel Matters

1. Consumer Behavior Is Evolving
   Today’s shopper doesn’t follow a linear path to purchase. A consumer might discover a product via TikTok, research it on Amazon, compare pricing on Walmart, and ultimately purchase from your DTC site for exclusive perks. If your brand isn’t present across multiple touchpoints, you risk being replaced by competitors who are.

2. Platform-Specific Growth Opportunities
   Each platform offers unique opportunities:

1. Amazon: Massive reach and search intent-driven traffic.
   
   

2. Walmart.com: Rapidly growing marketplace with less competition.
   
   

3. TikTok Shop: Viral product potential and impulse-driven buying behavior.
   
   

4. DTC Sites: Full control over branding, customer data, and margins.

A multichannel strategy lets you capitalize on the strengths of each.

3. Risk Mitigation
   Over-relying on a single sales channel leaves your brand vulnerable. Algorithm changes, account suspensions, or policy shifts can instantly disrupt revenue streams. Multichannel selling spreads out your risk and ensures business continuity.

Key Components of a Successful Multichannel Strategy

1. Channel Prioritization
   Start by identifying the channels where your audience already shops and where your product category performs well. Don’t spread yourself too thin initially — focus on 2-3 core platforms, then expand.

2. Inventory Management & Operations
   Accurate inventory management is critical to avoid overselling and stockouts. Use multichannel inventory tools like Sellbrite, ChannelAdvisor, or Linnworks to sync stock levels in real-time.

3. Channel-Specific Content & SEO
   Each platform has its own best practices. Optimize product listings, titles, descriptions, and imagery based on platform guidelines and consumer behavior.

4. Paid Media Diversification
   Running paid ads on Amazon, Meta, Google, and TikTok requires different creative strategies and targeting. Allocate budget strategically based on each platform’s ROI potential.

5. Customer Experience Consistency
   Ensure your brand messaging, service levels, and post-purchase experience are consistent across all platforms to build customer trust and loyalty.

Building Your Multichannel Roadmap

Step 1: Audit Your Current Sales Channels
List all active sales channels, their revenue contribution, and growth potential. Identify gaps or underperforming areas.

Step 2: Identify New Opportunities
Use industry data, competitor analysis, and marketplace trends to identify high-potential channels for your brand.

Step 3: Evaluate Operational Readiness
Do you have the fulfillment capacity, inventory management tools, and customer service resources to support multiple channels? Address any gaps before scaling.

Step 4: Build Platform-Specific Strategies
What works on Amazon won’t necessarily work on TikTok Shop. Tailor your product assortment, pricing, ad creative, and promotions to each platform’s consumer behavior.

Step 5: Integrate Technology
Leverage tools for:

• Inventory & order management
  
  

• Ad management across platforms
  
  

• Centralized reporting & analytics
  
  

This ensures operational efficiency and scalable growth.

Step 6: Test, Measure, Optimize
Track KPIs for each channel:

• Conversion rates
  
  

• Advertising ROI
  
  

• Average order value
  
  

• Customer acquisition costs
  
  

• Repeat purchase rates
  
  

Use this data to optimize your channel mix and strategy over time.

Common Multichannel Mistakes to Avoid

• Launching too many channels at once
  
  

• Using the same pricing across all platforms (marketplaces often require different margins)
  
  

• Ignoring fulfillment capabilities
  
  

• Failing to manage inventory across multiple platforms
  
  

• Inconsistent branding and messaging
  
  

Avoid these pitfalls by scaling thoughtfully and with the right infrastructure.

The 2025 Multichannel Forecast

According to eMarketer, over 65% of U.S. eCommerce sales in 2025 will occur on marketplaces, but DTC growth will also rebound as brands invest more in owned channels and community-building.

Additionally:

• TikTok Shop is expected to see a 55% YoY GMV increase
  
  

• Walmart Marketplace will continue growing its seller base by over 30%
  
  

• Brands investing in retail media networks across platforms will outpace competitors by 20-30% in ROAS
  
  

Your multichannel strategy should account for these trends now.

A multichannel strategy isn’t optional anymore — it’s a growth requirement. The brands winning in 2025 will be those meeting customers wherever they shop, maintaining operational agility, and continually optimizing their channel mix.

Start with a solid foundation, lean into platform-specific strengths, and build the infrastructure to scale sustainably.