Omnichannel versus Multichannel

Omnichannel and multi-channel: what’s the difference? We’re going to be elaborating on the differences between omnichannel and multi-channel. So let’s jump straight into it! So let’s start off with a few definitions. The defintions First of all, when we speak about channels what we mean is a medium through which a brand is able to...

Last updated: 2 Dec 2021 - 4 mins read

Robin Creative Director

Various equipment such as camera are put on the white background


Omnichannel and multi-channel: what’s the difference? We’re going to be elaborating on the differences between omnichannel and multi-channel. So let’s jump straight into it! So let’s start off with a few definitions.

The defintions

First of all, when we speak about channels what we mean is a medium through which a brand is able to communicate with its customers. So in terms of marketing a channel could be anything from a brand’s website, their physical stores, a billboard, or even the product’s packaging. In terms of customer contact, a channel could be anything from emails to phone calls, live chat, or video calling. So let’s move on to the definitions of multichannel and omnichannel. A multi-channel approach is when a company uses multiple channels to spread the message about its brand.

The channels are usually separate and don’t relate to one another. On the other hand, an omnichannel approach is about integrating channels with each other in order to provide a seamless customer experience. Every channel will be able to integrate and relate with one another so the customer is able to switch effortlessly between channels.

The first key difference

So the first key difference between multichannel and omnichannel is that multi-channel focuses on customer engagement whereas omnichannel focuses on customer experience. So the main purpose of a multi-channel approach is to cast the net as far and wide as possible so that you can maximize the number of people who can come into contact with your brand.

As such, one of the key metrics of a multi-channel approach is customer engagement.

For example on a social media channel, the main aim from a multi-channel perspective would be to increase followers likes comments, and shares. On the other hand, omnichannel is about creating a consistent customer experience. The end goal of an omnichannel approach isn’t about increasing the number of eyeballs your brand gets, it’s about engaging with the people who are already interacting with your brand to make sure they get a seamless and consistent improved customer experience, regardless of what channel they’re using.

And another one…

This all ties in with the next key difference: omnichannel is customer-focused whereas multi-channel is channel-focused.

If we take retail as an example, an omnichannel approach is designed to make the shopping experience as effortless and easy as possible. The customer is placed at the center of the strategy and everything works out from there. Omnichannel shopping experiences remove the friction from moving across different touchpoints, making it easier for the customer to complete their journey. On the other hand, multi-channel is all about increasing and maximizing the number of channels available to customers. It’s about increasing the number of channels available to customers so they can choose which channel they’d like to use to interact with or contact the brand.

Customer contact channels

So now let’s look at the differences when it comes to customer contact channels. In an omnichannel customer service strategy, the customer would be able to choose from whichever channel was available to them and know that the quality of the support they would receive would be the same across all channels. Notice that we said the quality of the support, not the support itself.

Customer contact channels are deliberately varied because the type of support a customer might need is dependent on the situation they’re in, so some channels might be more appropriate than others. A multi-channel approach here would again simply refer to the number of channels available to the customer.

For example, a customer might choose to phone a customer services agent to discuss their query. If they then wanted to start a new conversation over email, chances are with a multi-channel strategy they would then have to start right from the beginning all over again. With an omnichannel approach, the customer could start their query on one channel and if required they could move the conversation across to another without the need to start all over again. For example, if a customer strikes up a web chat conversation, they can easily escalate this call to a voice or video call at the click of a button.

So there we go guys, those are just some quick differences between omnichannel and multi-channel.


    By signing up you agree with our privacy policy


    To speak with us, call (+31) 613 326 179, send us an email, or reach out to us by chat or What’s App.


    Shopify Summer Editions ’23 – our favourites

    Imagine my Business – Imagine my Store – Imagine my Future This is the hook, Shopify introduces us to the Summer Editions ’23. One of the most powerful updates until now. There have been some changes in the digital world, which automatically affect the eCommerce industry – bringing a lot new opportunities to the field. Personalisation...

    Shopify’s one-page checkout

    By now, we’ve all heard of the Shopify Editions | Winter ’23 and the amazing upgrades that the eCommerce platform will be offering soon.  Shopify is one of the biggest players in the industry, holding a substantial market share in the United States and accounting for over $444 billion in global economic activity. The new...

    B2B with Shopify: Unlocking the Power of Business-to-Business Commerce

    In today’s digital age, eCommerce has revolutionised the way businesses operate and connect with their customers. Shopify, one of the leading eCommerce platforms, not only caters to direct-to-consumer (DTC) businesses but also provides robust features, which Shopify Plus merchants can utilise for business-to-business (B2B) transactions. This article explores the world of B2B on Shopify, its...

    Shopify Markets Pro: The Ultimate Solution for International eCommerce Businesses

    Are you looking to expand your eCommerce business and take over the international market? Yet the complexities of international transactions made you reconsider your decision? Shopify Markets Pro delivers an all-in-one solution that simplifies the process of selling globally. We’ll be showing you all the things you need to know about the new toolkit of...

    The logo of Klaviyo One, a comprehensive customer data platform (CDP) that revolutionises business growth and customer engagement.

    What is Klaviyo One?

    Klaviyo One is the all-in-one platform to grow your business. Klaviyo has always been a powerful email marketing tool, but with the release of Klaviyo One, they are now a complete customer data platform (CDP). This means that you can now manage all of your customer data in one place, and use it to drive...

    Hubspot Spotlight Spring ’24

    Hubspot just released their Spotlight Spring ’24 Editions… and let’s put it like that – they definitely did not dissapoint…. Since our favourite CRM-software just released over 100 new updates making all our work even more seamless to use we’re excited to show you the biggest ones. We will guide you through the 3 new...

    Flatline Marketing Services: Your digital pulse

    Discover how Flatline Agency tailors digital marketing solutions to boost your eCommerce success with the right tools and effective collaboration. Introduction At Flatline Agency, we know that understanding and connecting with your target audience is a crucial part of digital marketing. Our strategies include targeted SEO, engaging social media campaigns, and more. We believe that...

    HubSpot vs Salesforce featured image

    Season 3/5: HubSpot vs Salesforce: find the best CRM for your business

    Explore the benefits of HubSpot and Salesforce to determine which CRM best suits your business needs. Introduction Choosing the right Customer Relationship Management (CRM) system is crucial for efficiently managing customer interactions and business processes. Among the myriad of options available, HubSpot and Salesforce stand out as industry leaders. Each offers distinct advantages depending on...

    HubSpot Email Marketing

    Season 3/4: HubSpot Email Campaigns: manage and optimise responses

    Learn how to boost your email campaign’s effectiveness using HubSpot’s tools for tracking, optimising, and personalising your email strategies. Introduction Email marketing remains a cornerstone of successful digital marketing strategies. As businesses seek more refined analytics and automation capabilities, tools like the HubSpot Email Marketing become indispensable. The platform not only provides robust email marketing...

    HubSpot SEO

    Season 3/3: How to improve SEO using HubSpot: Your ultimate guide

    Explore our comprehensive guide on using HubSpot to enhance your digital marketing efforts through SEO, analytics, and performance optimisation. Introduction In today’s digital landscape, mastering Search Engine Optimisation (SEO) is paramount for enhancing visibility and driving organic traffic to your website. HubSpot, a leader in inbound marketing and sales software, offers a suite of SEO...

    WordPress Multisite: Maximise your Web Management

    Explore the benefits of WordPress Multisite for streamlined management and maintenance of multiple websites from a single dashboard. Introduction In today’s fast-paced digital landscape, managing multiple websites efficiently is a challenge for many organisations. As businesses expand and diversify, WordPress Multisite offers a powerful solution, enabling seamless management of numerous sites from a single installation....

    wordpress multisite

    Season 3/2: Mastering HubSpot Reporting: Harness Data for Strategic Insights

    Unlock the full potential of HubSpot reporting to drive insightful data-driven decisions in your business. Introduction In our previous post, we explored essential integrations for enhancing your HubSpot platform in 2024, highlighting the synergy between HubSpot and other powerful tools like Google Ads and Shopify. Today, we shift our focus to a vital component of...

    HubSpot Blog Cover

    Season 3/1: Optimising your HubSpot Platform: Top 5 Essential Integrations for 2024

    Discover the most useful integrations for your HubSpot platform in 2024. Get ready to optimise your workflows with Google Ads, Slack and more. Introduction In today’s changing digital landscape, businesses are constantly in search of solutions that streamline their workflows and adapt rapidly to the ever-changing market demands. The HubSpot platform, renowned for its comprehensive...

    Shopify vs Salesforce Commerce Cloud: Navigate Your eCommerce Platform Choices

    Discover the best fit for your business between Shopify and Salesforce, focusing on user-friendliness for SMEs and robust scalability for enterprises. Choosing the right eCommerce platform is a pivotal decision for any business stepping into the online marketplace or looking to upgrade their digital presence. With an array of options available, it’s crucial to select...

    Title of the blog: WooCommerce migration: A step-by-step guide

    WooCommerce migration: A step-by-step guide on how to navigate your migration

    In the dynamic world of eCommerce, staying ahead means not just keeping pace with technology but leveraging it to your advantage. At Flatline Agency, we’ve observed a significant trend where businesses are transitioning their digital storefronts to platforms that offer more agility, scalability, and user engagement.  Introduction WooCommerce is favoured by many for its seamless...

    This site is registered on as a development site. Switch to a production site key to remove this banner.