Fulfilment for Multichannel Retailers

Selling your goods in multiple channels sounds like a logical option to sell more for more customers. However, each additional channel demands management and integration between sales channels.

What is multichannel retail?

Online, offline, marketplaces, comparison sites, your own website: your customers have multiple options to buy your products. Multichannel retail means selling using different sales channels and/or distribution locations.

Advantages of multichannel retail

By expanding your sales channels, your eCommerce business can reach more customers, be in the same channels your competitors are and adventure into new markets. It also reduces the risk of issues with one or more sales channels.

Challenges of multichannel retail

Considering all the available sales channels, eCommerce sellers have hundreds of different options to choose from. Each of these channels will need:

⇒ Distribution / Supply chain: send the goods from the supplier or manufacturer to the storage site(s).
⇒ Stock management: when a customer orders, update the stock from all the channels. Think about unusual situations like orders sent at the same time.
⇒ Fulfilment: fulfil the orders from a single place or multiple locations.
⇒ Integration: sync all the items above, which might use different systems and technical platforms.
⇒ Customer service: it must be able to sort the issues from different channels.

Types of retail

Multichannel retail means to mix two or more types of retail below:

A. Online

You can sell your goods on your website and/or sell them via marketplaces. You can also use social media, comparison websites and other online channels.

B. Offline / High street

Traditional brick-and-mortar stores.

C. Hybrid / Omnichannel

A mix of online and offline. For instance, the customer can buy online and collect in a shop.

E. Territories

Cross-border sales, with orders received in different territories.


If new sales channels can give eCommerce businesses more room to sell more to more customers, the logical approach could be to use as many channels as possible.

However, each new channel adds exponential complexity to the channel management, for instance, to manage stock.

For this reason, the best approach is to add new channels carefully, after running market and customer research, and to check carefully the incremental effect of new channels.

What is multichannel retail vs omnichannel retail?

The main difference between multichannel and omnichannel is that in the first the channels work independently of each other, while in the second the channels are seamlessly integrated.

On omnichannel, customers can easily switch between channels (e.g.: search online and buy in-store).

To make a very clear comparison, think about organising a party. If it was multichannel, you could buy the cake, the drinks and the decoration separately – the main advantage is that you would have a wide range of choices for each item. If it was omnichannel, you could buy everything in a single place – in this case, the main advantage is the customer experience.

How Huboo can help you with multichannel retail

We enable companies of all sizes to outsource the complications of eCommerce fulfilment, effortlessly integrating with the world’s most popular sales channels and marketplaces. Check out our integrations here.

Manage your entire inventory from a single powerful tool, and have everything you need to know at your fingertips. In real time. See aggregated data across all your eCommerce channels, territories and customers, and empower your decision making.

Do you want to expand your sales channels across the world? Get ready to reach a global audience in a few clicks. We’ve got everything in place to help you reach more customers in more places. Our UK & European network of fulfilment centres and our global couriers fulfil eCommerce orders all over the world.

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We don’t charge for setting you up. There are no charges for integrating with your existing sales channels and systems either. And there’s free storage for two months.*Terms & Conditions apply
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Unique warehouse hub model

Our hubs replicate a complete fulfilment centre in a small space. It means you get a better service and we respond quickly and intelligently to your needs.

Clear, transparent fulfilment costs

Huboo makes things as straightforward and simple as they can be through clear pricing, fair terms, and simply saying it like it is.

UK & EU fulfilment network

Get ready to reach a global audience in a few clicks. We’ve got everything in place to help you reach more customers in more places.
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Keep track of everything – the Huboo Dashboard

Fulfilment at your fingertips. Our platform lets you monitor every stage of the process – goods in, sales and listings by channel, courier tracking, inventory, costs and billing.
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We know one size doesn’t fit every business. So you can integrate with one of our international courier partners – and get Huboo Express rates. Or integrate your existing courier service and plans with us. Simple.

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