What is multichannel selling?
October 30, 2026
Multichannel selling is selling the same products on more than one sales channel at once, such as your own web shop, Amazon, eBay, TikTok Shop and other marketplaces, or a physical shop. It reaches more customers but means managing orders and stock in several places.
Why it matters for online retailers
Each marketplace has its own customers. Selling on several channels spreads risk and grows sales, but without the right system it multiplies the admin: separate order screens, separate stock figures and separate listings.
The main challenges
- Keeping stock in sync to avoid overselling.
- Handling orders from every channel in one despatch process.
- Creating and updating listings on each channel.
- Meeting different despatch and tracking rules on each marketplace.
Multichannel vs omnichannel
Multichannel means selling on several channels. Omnichannel usually means joining those channels up so the customer experience is consistent, such as buying online and returning in store.
How StoreFeeder handles it
StoreFeeder brings orders from its 72 listed integrations into one place, keeps one stock pool across every channel and your EPOS, and lets you create and manage listings across marketplaces.
Read more about StoreFeeder marketplace manager and multi-channel listing.
Frequently asked questions
How many channels should I sell on?
Start with the one or two channels where your customers already shop, then add more once orders and stock are running smoothly.
Do I need software for multichannel selling?
Usually once you're on more than one channel or shipping around 30 or more orders a day, because manual stock updates lead to overselling.
Can I use different prices on each channel?
Yes. Many sellers set channel prices to cover different marketplace fees.
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