Today, all businesses, regardless of their size or their industry, have to implement a multichannel sales channel strategy. 

A distinguishing feature of the strongest brands is that they meet customers on a platform where they spend most of their time. Such businesses offer the best experiences to their target audience to establish strong brand identities. 

They offer exceptional experiences, and as a result, they can increase their sales through their online stores.

You need to get all the essential elements right first to reach the difficult to reach customers through different sales channels. It can also help you to maintain a strong relationship with them. 

So, let us look at the different types of sales channels and how you can strengthen your business over the long term.

Types of Sales Channels

There are different sales channels–traditional and modern marketplaces, retail and wholesale, and through your online store. 

These channels have their pros and cons. So, let us examine them one by one to develop a solid understanding of the channels.

Traditional Marketplaces 

You must be familiar with platforms such as Amazon, Etsy, eBay, Walmart Marketplace, and these are typical examples of traditional marketplaces. 

Usually, such channels feature a wide range of products, and customers mostly search by the product instead of the brand. And, the traditional marketplaces come with a preexisting customer base. 

Modern Marketplaces 

These marketplaces are content-driven platforms that include social media channels like Instagram, Instagram, Facebook, and Pinterest.

The success of modern marketplaces as channels is due to the presence of buyers there. A good way of connecting with buyers is to utilize these social platforms effectively. 


The retail channel comprises permanent and pop-up shops, such as a short-term rental in a mall, a booth at a craft fair, or a stall at a local farmers market.

The primary advantage of retail channels is allowing you to build relationships with your customers and get real-time feedback. 


Wholesale involves selling your products to retail businesses. It is a good way to move bulk inventory at once. While some companies make wholesale their only sales channel, others make it one of their multi-channel sales strategies. 

The Advantages of Having Multiple Sales Channels 

If you are with a single sales channel, you are restricted to engaging with your customers on different mediums. It will help if you use multiple sales channels for your business.

When multiple sales channels work together, you get intense support to run your business. For example, you might run most of your business through an eCommerce website, but running flash sales on Instagram Stories can help you get rid of the excess inventory. Again, you might do most of your business on a traditional marketplace, but parallelly running an online store can help you get orders.

It is advantageous to set up an online store, as that acts as a connector to customers.  

With an eCommerce site, you can establish your brand and find customers before taking your business forward through other third-party sales channels.

You might be using other types of sales channels to sell your business, but can be significant benefits of having an eCommerce store, such as:

Easy to Use

Setting up an eCommerce store is perhaps more straightforward than any other sales channel. With the availability of many readymade online store platforms, you can create and customise your eCommerce site without the necessity of any coding skills. Moreover, such platforms allow integrations with many different sales channels. In addition, an eCommerce platform can help you to organise your data in a single place. But, you should not fail to optimise your website in Google

Direct Users from Multiple Channels to Your Store

Today, customers are savvy. They follow the trends of the products they buy and the platforms they use.  

Third-party platforms are susceptible to changes in policies and algorithms. And, you cannot control such changes, so it is not a good idea to depend on one platform to make sales. For example, suppose you created a business selling through Instagram Stories. If the user sentiment changes and they go to Pinterest, you will lose customers. 

An eCommerce platform can allow you to establish multiple entry points to your business through sales channels, but all the roads direct users to your online store. 

Overcoming Seller Restrictions 

There are restrictions in selling through traditional marketplaces. Usually, they control the branding and how you upload products. Moreover, they own the customers and regulate your interactions with them. So, customers will associate more with the product and the marketplace instead of your brand. As a result, you will find it difficult to differentiate yourself from other shops that sell similar or the same products as you.

Such marketplaces are built with buyers and sellers in mind. So, you can get a platform to sell your products, but you will not have the ownership. 

Moreover, these marketplaces mostly make decisions based on their average seller or improve buyers’ experience. But, you will be signing up to get access to their audience.

Building a Brand Image 

You cannot effectively build a strong brand image on a traditional marketplace, but you can do so on an eCommerce platform. 

The Significance of Modern Marketplaces

You can regard modern marketplaces as content-driven sites with commerce functionality. With such sites, you can attract the attention of your target audience through content.

With an eCommerce website, you can capitalise on the attention by giving them a fluid shopping experience. 

When people find content that describes the features of a product they like, they are likely to buy from the platform.

Therefore, an eCommerce platform can help you to achieve more sales. But, you should not undermine the need for carrying out digital marketing campaigns to make your website visible in search engine results. 

When users can find you in search engine results, the possibility of getting sales becomes more. One of the best things you can do is, hire full time SEO experts to run effective SEO campaigns over search engines to generate more leads through your eCommerce website. 


The bottom line is that you should use an eCommerce platform to run your business. It can help you to do away with the hindrances posed by the other marketplaces and run your business profitably.

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