What’s Your Omnichannel Personality?
Omnichannel doesn’t necessarily mean “all” channels. Where and how you sell depends on your business needs. Discover your unique omnichannel personality and start selling more on the right channels for your business.
Find Yours
Talk with our omnichannel experts.
Schedule a consultation with an omnichannel expert who can help you find which sales avenues are right for your business.
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Learn more about each omnichannel personality
Multi-Brand SMB
Small footprint? Sure, but you’re anything but small. You know the hottest products, and your loyal followers know they can count on you to curate, share and sell exactly what they want, where and when they want it. It’s time to use that know-how to your advantage and start expanding into new channels.
Influencer – SLNM
Strengths:
- Strong following and community of loyalist customers
- Tastemaker
- Creator
- Trusted lifestyle advisor
Opportunities:
- Collaborations with brands and retailers that align with values and loyal community
- Marketing
- Product development (unique products for your community)
- Affiliate creator revenue models
- TikTok musician that partners with Shure, Reverb, Guitar Center, etc.
- Co-market with brands and retailers to drive cross-community growth for all
Channel Recommendations:
- Social commerce channels (TikTok, Instagram, Youtube, Twitter, Reddit, Twitch, Discord, Patreon, etc.)
Solution Recommendations:
- Run your ecommerce site on a platform that enables easy publishing of authorized catalog to your key social commerce and community channels (ecommerce and channel integration)
- Create dropshipping relationships with brands that you regularly partner with to make the inventory, orders and returns process easy for your community
Niche Boutique – SLHM
Strengths:
- Experts in multi-brand curation
- Trusted advisors in niche categories
- Tastemakers
- Product experts
- Loyalty and lifetime value (LTV)
Opportunities:
- Online to offline, buy online, pickup in-store (BOPIS), buy online, return in-store (BORIS)
- Use product experts to build curated community of loyalists (social channels)
- How-to content (how to use, how to wear, how to style, etc.)
- Holiday and event curation
Channel Recommendations:
- Online to Offline
- Community creation through a relevant social channel (e.g. Instagram, Facebook, TikTok and Pinterest)
Solution Recommendations:
- Direct-to-consumer (DTC) integration with point of sale (POS) for good BOPIS and BORIS
- Catalog integration for shopping via relevant social channels
- Customer relationship management (CRM) and loyalty programs
- Live selling
Dropshipper – SCNM
Strengths:
Established relationships with dropship supply chain (e.g. manufacturer supplier)
Marketing team is strong, outsource operations and fulfillment to manufacturer
Access to unique product assortment via supplier relationships
Unique community or customer base
Digital distribution rights to quality product across multiple brands
Opportunities:
Invest in awareness channels and product distribution across those channels
Build a community on social commerce channels that engages with your products to drive higher LTV
Diversify your product assortment with additional dropship vendors
Channel Recommendations:
Search channels: optimizing products for direct and organic search to drive traffic to DTC ecommerce site
Social channels: merchandise and list products within relevant discovery and community channels (eg. Instagram, TikTok, Youtube, etc.) to drive traffic to high LTV sites (e.g. owned DTC)
Solution Recommendations:
- Run a DTC site with an integrated dropshipping app or integration that makes sending orders to fulfillment partners seamless
Collective – SCHM
Strengths:
Small team, good marketers
Product curation, a small catalog but built with tight knit adjacent brands
Good at social collaborations and collective marketing
A few tight wholesale or dropship relationships
Opportunities:
Joint campaigns and social promotion or community-building with like-minded brands
Like vertical, lifestyle or need-state-specific marketing
Collection campaigns (best gifts lists, etc.)
Channel Recommendations:
Social community building
Integrated social and ecommerce
Affiliate sites
Solution Recommendations:
Cross-channel collaborative marketing
Creator tools for social
Integrated social, ecommerce, short message service (SMS), and email tools
Paid and organic social
Single-Brand SMB
Whether you’re crafting a genius marketing campaign or creating an entirely new product category, creativity runs through your blood. You’re agile. You’re versatile. You can move into new categories and adopt new products because you know how to launch, from design to sales and everything in between. The only thing that’s stopping you from growing into new channels is your own ambition — and not knowing the right tools to help get you there.
Distributor – SLNB
Strengths:
Strong brand team
Marketing and awareness
Product focused on delighting customers with details
Opportunities:
Brand campaigns on new channels with outsized return on investment (ROI)
Influencer collaborations
Channel Recommendations:
International expansion and multi-storefront (languages, currencies and regions)
DTC, wholesale, marketplaces (first- and third-party)
Social selling
Solution Recommendations:
Choose platforms that have the social integrations you need
Invest in paid media on channels that deliver outsized ROI
Multichannel feed management is critical
Invest in affiliate, influencer and distribution relationships that deliver the highest margin
Designer – SLHB
Strengths:
Strong brand, product design and development team
Large product assortment (single-brand) with capacity to produce at scale
Tastemaker and problem solver
Opportunities:
“How it’s made” content can draw a strong community of loyalists
Establish yourself as authority on the product across channels
Partner with marketers or influencers that know your audience
Channel Recommendations:
DTC, wholesale, high-LTV or high-volume distribution relationships
Social selling
International expansion and multi-storefront (languages, currencies and regions)
Solution Recommendations:
Choose platforms that have the social integrations you need
Invest in paid media on channels that deliver outsized ROI
Multichannel feed management is critical
Invest in affiliate, influencer and distribution relationships that deliver the highest margin
Marketing Maven – SCNB
Strengths:
Small, strong brand and advertising team
Marketing and awareness is key value prop
A few star products (fulfilled by others), focused on delighting customers with details
Opportunities:
Paid digital, brand campaigns on new channels with outsized ROI
Influencer collaborations
Optimizing click funnel from discovery (social channels) to conversion (on third-party or owned site) to fulfillment (two-day shipping day via third-party or dropshipper)
Channel Recommendations:
International expansion and multi-storefront (languages, currencies and regions)
DTC, wholesale, marketplaces (first- and third-party)
Solution Recommendations:
Choose platforms that have the social integrations you need
Invest in paid media on channels that deliver outsized ROI
Multichannel feed management is critical
Invest in affiliate, influencer and distribution relationships that deliver the highest margin
Maker – SCHB
Strengths:
Strong brand team
Marketing and awareness
Product focused on delighting customers with details
Opportunities:
Brand campaigns on new channels with outsized ROI
Influencer collaborations
Channel Recommendations:
International expansion and multi-storefront (languages, currencies and regions)
DTC, wholesale, marketplaces (first- and third-party)
Solution Recommendations:
Choose platforms that have the social integrations you need
Invest in paid media on channels that deliver outsized ROI
Multichannel feed management is critical
Invest in affiliate, influencer and distribution relationships that deliver the highest margin
Multi-Brand Enterprise
If a customer wants it, they know you’ve got it. Whatever products you’re selling, customers know they can count on you for inventory and quality. But how do their offline and online experiences connect? Multiple inventories and warehouses have challenged you in the past, but you know that with the right tools at your disposal, anything is possible — that includes exponential growth.
Third-Party Marketplace – ELNM
Strengths:
Huge product assortment from many vendors (aggregator)
Systems and technology deliver automated leverage
Data and analytics
Traffic
Opportunities:
Third-party marketplace offerings with automated fulfillment
Affiliate marketplace offering
Channel Recommendations:
Owned third-party or affiliate marketplace
Paid and organic search (because of huge product assortment and listing leverage)
Targeting and segmentation offerings
Solution Recommendations:
Invest in a flexible commerce backend
On-site search and personalization are key
Invest in vendor management solutions to automate products, inventory and orders
Big Box – ELHM
Strengths:
Leaders in product assortment and catalog
Big basket size
Strong vendor relationships offer diverse fulfillment options
Product exclusivity
Opportunities:
Online to offline experience (BOPIS, BORIS)
Expand online to include third-party vendors (fulfilled by vendor)
Ensemble or category campaigns and merchandising
Channel Recommendations:
Invest in online to offline experience
Organic and paid search with quality catalog and location-specific inventory data
Paid social as acquisition
Invest in owned marketplace
Solution Recommendations:
Integrations between online and offline (DTC + OMS + POS)
Evaluate third-party marketplace offerings (vendor management solutions)
Invest in quality catalog data across paid search channels to drive increased traffic and performance
Publisher – ECNM
Strengths:
Content development
Traffic and eyeballs
Trusted source (with small catalog that you stand behind)
Loyalty and LTV return visitors
Opportunities:
Editorial content that integrates product with seamless path to purchase
Smart brand partnerships with like-minded brands
Channel Recommendations:
Social and creator tools
Owned editorial (Shoppable content)
Solution Recommendations:
Headless commerce integration to content management system (CMS)
Social commerce integration that marries editorial and product content in ads and posts
Creator tools (short form video and integrated commerce experiences)
Vertical – ECHM
Strengths:
Vertical category coverage
Multi-brand seller, but niche, product-specific authority
Deep category SKU coverage
Opportunities:
Category expert (outdoor, shoes, etc.) and authority
Deliver unified online to offline experience
Deep category penetration on owned and third-party retail sites (social channels, marketplaces, DTC)
Channel Recommendations:
Invest in paid search to drive traffic to high value LTV channels
Create ownable community or loyalty program
Optimize one- and two-day shipping, delivery options (owned or third-party) across all sales channels
Explore regional expansion based on proven demand channels (third-party search and social)
Solution Recommendations:
Invest in quality catalog data across channels
Invest in a unified online-to-offline customer experience that drives LTV and repeat purchase
Invest in first-party data strategy so you can measure SKU performance across channels
Single-Brand Enterprise
Business is big — real big. That’s because you stick to what you know: large-order B2B. But new trends in ecommerce are emerging, and as times change, you will too. By venturing into the DTC space, you’re taking on big challenges that could reap big rewards. Using your size to your advantage could help you quickly grow your omnichannel capabilities, as long as you have the right tools for the job.
Wholesaler – ELNB
Strengths:
Has larger profit margins which allows for more marketing budget
Can add additional products and expand product line based on customer feedback
Opportunities:
Sell products on marketplaces
Develop dropshipping networks that can carry and sell your products
Brand campaigns on new channels with outsized ROI
Ability to create cohesive online branding through owned marketing assets
Channel Recommendations:
DTC
Marketplace expansion (first- and third-party)
Solution Recommendations:
Invest in quality catalog data across paid search channels to drive increased traffic and performance
Multichannel feed management is critical
Big-Ass Brand – ELHB
Strengths:
Strong brand team
Marketing and awareness
Product focused on delighting customers with details
Opportunities:
Brand campaigns on new channels with outsized ROI
Influencer collaborations
Channel Recommendations:
International expansion and multi-storefront (languages, currencies and regions)
DTC, wholesale, marketplaces (first- and third-party)
Selling on social channels
Solution Recommendations:
Choose platforms that have the social integrations you need
Invest in paid media on channels that deliver outsized ROI
Multichannel feed management is critical
Invest in affiliate, influencer and distribution relationships that deliver the highest margin
Celebs – ECNB
Strengths:
Has clout and fame around the name
Typically has a large social following to leverage
Fanboy culture allows for quicker market penetration
Trusted lifestyle advisor
Opportunities:
Ability to show the product in use while giving a behind the scenes look into the celebrity’s life
Capitalize on targeting followings of celebrity movies, shows and various past projects
Channel Recommendations:
Selling on social channels
DTC and marketplaces
CRM and loyalty
Live selling
Solution Recommendations:
Choose platforms that have the social integrations you need
Multichannel feed management is critical
Invest in paid media on channels that deliver outsized ROI
Cool Kid/CPG – ECHB
Strengths:
Strong brand team
Marketing and awareness
Product focused on delighting customers with details
Opportunities:
Brand campaigns on new channels with outsized ROI
Influencer collaborations
Channel Recommendations:
DTC, wholesale, marketplaces (first- and third-party)
Expansion across ads and social selling
International expansion and multi-storefront (languages, currencies and regions)
Solution Recommendations:
Choose platforms that have the ads and social integrations you need
Invest in paid media on channels that deliver outsized ROI
Multichannel feed management is critical
Invest in affiliate, influencer and distribution relationships that deliver the highest margin