From Multichannel Strategy to Unified Commerce: Supporting every step of the journey
Multichannel selling allows you to diversify revenue streams, reach new customers, and adapt to evolving shopping behaviors.
However, as your business scales, managing each channel independently can introduce inefficiencies. Disconnected systems, duplicated workflows, and inconsistent customer experiences can limit your ability to grow. Operational teams face challenges too, such as navigating multiple platforms, handling different refund processes, and managing fragmented reporting.
Today’s consumers expect a seamless experience, regardless of how or where they interact with your brand. According to McKinsey, 75% of European consumers prefer an Omnichannel approach, using multiple touchpoints throughout their shopping journey. Meanwhile, Shopify reports that nearly 80% of global consumers used their smartphone to browse a retailer’s website while shopping in-store in 2023.
As business behaviors shift, it’s not enough to be present on multiple channels. Businesses need a connected strategy that ensures a consistent, efficient experience across every touchpoint. That’ where Omnichannel and Unified Commerce come in.
Multichannel: A foundation for growth
Starting with a multichannel approach allows businesses to expand reach and create new revenue streams. It offers flexibility, enabling brands to meet customers where they prefer to shop.
However, growth can expand limitations. Managing each channel separately often leads to:
Disconnected payment flows across platforms
Time-consuming manual reconciliation
Multiple refunds or dispute processes
Inconsistent branding and communication
Limited visibility into customer behavior and business performance
While multichannel sellers often report higher engagement - retailers using three or more channels increase customer engagement by 251% compared to single-channel sellers. The value of this engagement can only be realized when channels work together.
For some businesses, maintaining separation between channels is a strategic or operational choice. But for those aiming to deliver a unified experience, it’s important to evolve beyond multichannel structures.
Omnichannel & Unified Commerce: Built for today's customer
Omnichannel strategies integrate all your customer touchpoints - physical stores, webshops, apps, or pop-up locations- into a single, connected journey. Whether customers engage online or offline, the experience remains consistent and cohesive.
Unified Commerce goes one step deeper. It connects every sales channel - online, in-store, mobile, and social - through a single platform. Instead of managing systems independently, businesses centralize inventory, orders, customer data, and payments in real time, gaining complete visibility and control.
This integration powers the seamless journey customers expect. Whether browsing online and completing a purchase in-store, or scanning a QR code to check out, each interaction feels connected. Even though not every payment method applies in all contexts, an Omnichannel approach ensures customers always have access to trusted, relevant payment options.
With Omnichannel and Unified Commerce in place, business benefit from:
A single dashboard to manage payments and reconciliation across all channels
Real-time insights into inventory and performance
Unified processes for customer service and returns
Improved customer satisfaction and loyalty through consistent experiences
According to Future Shopper Report 2023, 60% of global shoppers prefer brands offering both physical and digital touchpoints. A trend that continues to grow.
At MultiSafepay, we support business in delivering on these expectations. From QR code payments in-store to synchronized refunds and centralized reporting, our Omnichannel suite simplifies operations without the need for third-party plugins. Even businesses operating across multiple legal entities can streamline processes – we can link separate Chamber of Commerce registrations into one seamless solution.
Future-proofing your business
Commerce continues to evolve alongside customer expectations. Generative AI is reshaping product discovery, compressing time between inspiration and purchase, At the same time, payment preferences are shifting, with growing demand for digital wallets, Buy Now, Pay Later (BNPL) options and embedded payments.
Customers expect faster, more personalized experiences across all touchpoints. Businesses that can deliver on these expectations will be better positioned to drive growth and build long-term loyalty.
Unified Commerce provides the flexible infrastructure needed to adapt. Real-time insights, connected systems, and consistent experiences enable businesses to stay agile in a rapidly changing market.
Building for the future isn’t about adopting new technologies - it’s about creating the foundations that support sustainable growth.
Is there still a place for Multichannel?
For many businesses, maintaining separate channels remains a strategic decision, whether for operational, legal, or organizational reasons.
MultiSafepay supports that flexibility too. You can operate multiple accounts and manage payments across distinct units, while still maintaining oversight and control.
However, as businesses scale, managing disconnected systems becomes increasingly complex. Consolidating operations through an Omnichannel or Unified Commerce strategy helps reduce inefficiencies, streamline processes and prepare for evolving customer demands.
From strategy to system: What stage are you at?
Commerce growth doesn’t follow a one-size-fits-all model. It’s about building the right setup for where you are today, and where you want to go tomorrow.
Single channel: Focused and manageable for early-stage growth
Multichannel: Broaden reach and reduce reliance on a single channel
Omnichannel: Connect touchpoints to deliver a unified customer experience
Unified commerce: Gain full operational control from a single platform
Whatever your current setup, MultiSafepay is ready to support your next step, whether that’s connecting your channels, consolidating tools, or simplifying the way you manage payments.
Let’s go beyond Multichannel
Multichannel = multiple paths
Omnichannel = one journey
Unified commerce = full control
If you're ready to simplify operations and connect your customer journey across every touchpoint, MultiSafepay’s Omnichannel suite can help you unify payments, operations, and customer data, to scale your business with confidence.
