Omnichannel vs Multichannel Fulfillment: What's The Difference? Skip to main content
Omnichannel and Multichannel Fulfillment: Difference

Modern consumers have access to numerous channels for making purchases, from online stores and mobile apps to social media and physical retail locations. 73% of shoppers are satisfied with these options. This also presents a great opportunity for ecommerce companies. Multichannel fulfillment allows them to expand their audience and increase their sales.

However, such diversity also comes with specific challenges. First and foremost, sellers must be where their customers are and provide a satisfying shopping experience on every channel. Given the growing needs of modern consumers, mere presence on multiple platforms is no longer sufficient today.

Companies must ensure that customers can interact with all channels and offer the choice of where to buy, how to buy, and how to return. This is called omnichannel, and more and more sellers are striving to integrate it into their business processes.

But what is the difference between omnichannel and multichannel fulfillment? Can online retailers enhance their multichannel strategies with the help of omnichannel? This is what our article will be about.

1. Multichannel Fulfillment: Advantages and Disadvantages

Multichannel Fulfillment is a strategy in which a company offers its customers the opportunity to make purchases through multiple different sales channels. These can include online stores, physical retail stores, mobile apps, social media, and many others. Each channel processes orders separately and may have its own inventory management and customer service system.

An important feature of multichannel fulfillment is that each channel can provide a unique shopping experience. For example, a physical store can offer customers the opportunity to personally inspect products, while an online store can provide a wider range of goods and the convenience of online payments.

However, despite the variety of channels, multichannel fulfillment can pose challenges in inventory management and coordination between different systems. This, in turn, can lead to inconsistent and poorly coordinated experiences for customers.

2. Omnichannel Fulfillment: Advantages and Disadvantages

Omnichannel fulfillment is a form of multichannel fulfillment that focuses on creating a unified and consistent customer experience, regardless of the channels through which they make purchases. Unlike a multichannel approach where each channel processes orders separately, an omnichannel strategy integrates all sales channels into a single system.

The key advantages of omnichannel fulfillment include creating a consistent customer experience, improved inventory management, and greater flexibility in adapting to market changes. It allows customers to initiate a purchase on one channel and complete it on another, with all data automatically synchronized.

However, transitioning to omnichannel order fulfillment can be a complex process that requires significant investments in both technology and a change in the company's internal culture.

3. Omnichannel vs. Multichannel Fulfillment: 3 Key Differences

Both multichannel and omnichannel fulfillment involve making sales through various sales channels, enabling companies to expand their customer base and increase sales. However, despite this common goal, there are differences between them.

3.1 Omnichannel fulfillment focuses on the customer, while multichannel fulfillment focuses on the product.

Omnichannel fulfillment places greater emphasis on creating a unified and consistent customer experience regardless of the channel they choose to make a purchase. The customer has the opportunity to initiate a purchase on one channel and complete it on another while maintaining consistent data and service levels.

In contrast, multichannel fulfillment places the emphasis on having the product available through as many channels as possible, rather than a high level of customer satisfaction. The goal of this strategy is to maximize the reach of different market segments and provide customers with access to products on various platforms.

3.2 Omnichannel strategy involves centralized management of all sales channels, while in multichannel fulfillment, the channels operate independently of each other.

In omnichannel fulfillment, all sales channels are integrated into a unified system. Regardless of which channel a customer uses to make a purchase or decide to process a return, order and customer information is consistent across all touchpoints. In the case of multichannel fulfillment, sales channels operate independently of each other. Switching between them, customers may encounter differences in processes, delivery times, and product availability.

3.3 Omnichannel fulfillment provides a more active customer engagement with the brand, whereas with a multichannel strategy, the customer experience varies on each channel.

The omnichannel strategy aims to create a deeper and more memorable customer interaction. The customer perceives the brand as a unified entity rather than a collection of different channels. In a multichannel approach, each channel has its own characteristics and limitations, which can lead to differences in service quality and brand perception.

4. How to Optimize Multichannel Fulfillment through Omnichannel Integration?

Omnichannel vs. multichannel fulfillment have their unique advantages and disadvantages. In the right conditions, they can yield positive results for companies. However, today, consumer demands and expectations are changing, and companies must be prepared to adapt and enhance their methods. Companies with an omnichannel strategy have managed to retain 89% of their customers.

Consider the possibility of optimizing your multichannel fulfillment by implementing omnichannel integration. This way, you can meet the demands of the modern audience and maximize your company's revenues. We will explain how to do this below.

4.1 Organize all customer touchpoints

First and foremost, you'll need to organize all the information about products and services across all your sales channels. For an omnichannel strategy, it's crucial that customers can have a consistent and high-quality experience regardless of the channel they choose. Start by ensuring consistent pricing and promotions on all platforms. This will create a fair and transparent relationship with your customers.

Provide customers with a unified product catalog across all platforms so they can compare and make informed purchasing decisions. Standardize common services and policies, including delivery, returns, and customer service. This will help avoid confusion and inconvenience.

Consistent design and branding are also crucial. Customers should be able to recognize your brand regardless of the channel they are using.

4.2 Centralize data management from all sales channels

To implement omnichannel fulfillment, you'll need a unified order and inventory management system capable of integrating data from different sales channels. This will allow you to track orders, their fulfillment, and the movement of goods in real-time. Most importantly, you'll have the ability to provide customers with a consistent and reliable experience across all sales channels.

4.3 Consider outsourcing fulfillment to a reliable 3PL provider

Implementing an omnichannel strategy requires significant investments in technology and staff training. If you lack the necessary resources, it may make sense to outsource fulfillment. In 2020, 49% of retailers recognized this need and decided to implement omnichannel fulfillment with the help of third-party providers.

3PL operators can provide access to modern technology for integrating and centrally managing all sales channels. They can also offer cost-effective solutions for storing goods and delivering them to various locations, taking into account the needs of omnichannel fulfillment.

Fulfillment-Box has all the necessary resources and technologies for effective order management and fulfillment from all sales channels. For integration with various platforms and centralized management of all inventory and orders, the company utilizes modern software You will be able to easily manage all orders, from the moment they are placed to delivery, ensuring customers an outstanding buying experience across all sales channels.


Omnichannel fulfillment vs. multichannel fulfillment are two distinct approaches to order fulfillment, and they are not the same. Using an omnichannel sales strategy, you can refer to your business as multichannel. However, simply selling products through various sales channels does not make you omnichannel. To achieve this, you need to integrate all your sales channels.

And if your multichannel business model is showing good results, you can always enhance it with omnichannel capabilities. Considering the evolving needs of customers, this approach can be a winning strategy. It allows your company to maintain the advantages of multichannel access to your products while simultaneously providing a more unified and satisfying experience for your customers.

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Julia Gordon

AuthorJulia Gordon

Head of the Fulfillment-Box Prep Centers network

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