Omnichannel 2030: From Multichannel to Unified Commerce

Omnichannel is not about selling in many places. It's about customers moving from one channel to another without feeling interrupted, with their data following them.

Omnichannel vs. Multichannel: What's the Difference?

Let's take a concrete example: a customer views a product on TikTok, inquires via Zalo, buys on the website, and exchanges the item at a physical store. Multichannel processes each step separately, with each channel having its own system and data set. Omnichannel connects this entire journey.

The practical consequence: a multichannel customer has to re-explain their issue every time they switch channels. An omnichannel customer does not.

Omnichannel Maturity Model: 5 Levels

Level 1, Single-channel selling: A single channel, usually a website or a marketplace. Data is centralized but there's nothing to synchronize.

Level 2, Independent multichannel: Multiple channels operating independently. Inventory, orders, and customer data are not synchronized. This is where most Vietnamese businesses are currently stuck.

Level 3, Data synchronization: Inventory, orders, and customer data are synchronized across channels. Not yet seamless in terms of experience, but a data foundation is in place.

Level 4, Seamless experience: Customers switch channels without interruption. Purchase history, shopping carts, and loyalty points follow the customer.

Level 5, Unified Commerce: A single platform managing everything: sales, inventory, customers, marketing, finance. Real-time data across all channels.

What is Unified Commerce and Why Will It Only Become Truly Popular by 2030?

Unified Commerce is not a new concept. However, it will only become widely popular by 2030 because three diminishing barriers currently exist.

Technology: Platforms like Shopify have integrated POS, website, marketplace, and B2B onto one system. Extended APIs allow for much easier connection with ERP, CRM, and WMS than five years ago.

Cost: SaaS has reduced implementation costs to a level accessible to medium-sized businesses. No need for large infrastructure investments as before.

Personnel: The new generation of e-commerce managers is more accustomed to data and system-oriented thinking than the previous generation.

Omnichannel Maturity Assessment Checklist

Data: Is inventory synchronized in real-time across channels? Is customer data consolidated in one place? Is there a dashboard to track the performance of each channel?

Channels: Can customers buy online and pick up in-store? Can items bought online be exchanged in-store? Is the shopping cart synchronized across devices?

Customers: Are customers recognized across all channels? Is their purchase history fully displayed? Do loyalty programs work across all channels?

Marketing: Are customers segmented based on multi-channel behavior? Is remarketing based on aggregated data?

Reporting: Are there revenue reports for each channel? Is multi-channel customer LTV tracked?

FAQ

Do small businesses need omnichannel?
It's important to think omnichannel early, but implement it in phases. Start by synchronizing customer data first, then move on to the experience.

Where to start if currently selling across fragmented channels?
Step 1 is inventory synchronization. Step 2 is consolidating customer data. Step 3 is when you start thinking about a seamless experience.

Does Shopify support omnichannel?
Yes. Shopify integrates POS, website, marketplace, and B2B on one platform. Shopify Markets supports international sales. Extended APIs allow for connection with ERP and CRM.