A well-thought-out omnichannel strategy is no longer a luxury in 2026, but a prerequisite for sustainable success in retail. Customers today expect to order online and pick up in store, returns to work across channels, and inventory to be accurate in real-time. Those who seamlessly connect their online shop and physical stores not only create better customer experiences but demonstrably increase revenue and customer loyalty. In this guide, we show you how to develop and implement a successful omnichannel strategy.
What Does Omnichannel Mean in E-Commerce?
Omnichannel means that all sales channels – online shop, retail store, mobile app, marketplaces – are connected and offer customers a unified experience. Unlike multichannel, where channels exist in parallel but separately, omnichannel integrates all systems.
An example: A customer researches a product on their smartphone, adds it to the cart, completes the purchase later on desktop, and picks up the item at the nearest store. The shopping cart syncs automatically, inventory is updated in real-time, and the customer receives a notification when the order is ready for pickup.
Multichannel
Multiple channels exist in parallel but separately from each other.
Crosschannel
Channels are partially connected, e.g., online ordering with store pickup.
Omnichannel
All channels fully integrated with unified customer experience.
Why Omnichannel is Essential in 2026
The numbers speak clearly: 73% of consumers (Harvard Business Review) use multiple channels during their customer journey. Omnichannel customers spend on average 30% more (McKinsey) than single-channel customers and show significantly higher loyalty.
- Higher Customer Lifetime Value: Customers who use multiple channels buy more frequently and stay loyal longer
- Competitive Advantage: Major players like Amazon, Zalando and MediaMarkt set the standard – customers expect this service from smaller retailers too
- More Efficient Logistics: Ship from Store and local inventory reduce shipping costs and delivery times
- Better Data Foundation: Unified customer data across all channels enables personalized marketing
Values may vary by industry and region. For an individual analysis of your omnichannel potential, contact us.
Key Omnichannel Services
Click & Collect (BOPIS)
Click & Collect – also called BOPIS (Buy Online, Pick up In Store) – is often the entry point into the omnichannel world. Customers order online and pick up at the store. The benefits are obvious: no shipping costs for the customer, faster availability than delivery, and the opportunity for additional sales in the store.
For technical implementation, you need an interface between online shop and inventory management that synchronizes stock in real-time. In Shopware, Click & Collect can be realized with appropriate plugins or custom development.
Ship from Store
With Ship from Store, online orders are shipped not from the central warehouse but from the nearest store. This significantly reduces delivery times and shipping costs. Especially for same-day or next-day delivery, Ship from Store is often the only economical option.
The challenge: You need intelligent order routing logic that automatically decides which location ships – based on inventory, distance to customer, and store workload.
Unified Inventory (Real-Time Stock Management)
The heart of any omnichannel strategy is unified inventory management. All channels access the same inventory, updated in real-time. When a customer buys the last item in store, it's immediately unavailable online too – and vice versa.
For Unified Inventory, a powerful ERP integration is essential. Systems like SAP Business One, Microsoft Dynamics or JTL-Wawi must communicate bidirectionally with the online shop.
Cross-Channel Returns
Customers expect to return items bought online at the store – and vice versa. These cross-channel returns require unified processes and systems: The POS must recognize online orders, refunds must be booked correctly, and inventory must be updated.
Technical Requirements for Omnichannel
A successful omnichannel integration depends on the technical infrastructure. These components are essential:
- Central ERP system as single source of truth for inventory, prices and customer data
- API-capable online shop like Shopware 6 or Magento
- Modern POS system with real-time connection (not just end-of-day)
- Middleware or integration platform for orchestrating data flows
- Unified customer account (Single Customer View) across all channels
Custom development of interfaces is often necessary, as standard connectors don't cover all requirements. Especially with legacy IT landscapes, careful consulting and planning beforehand is crucial.
Omnichannel Integration in Practice
Introducing an omnichannel strategy isn't a big-bang project but a step-by-step process. We recommend the following approach:
- Analysis: Document existing systems, processes and data flows
- Strategy: Prioritize omnichannel services by customer value and effort
- Pilot Project: Start with one store and one service (e.g., Click & Collect)
- Integration: Gradually connect additional stores and services
- Optimization: Continuous improvement based on data and customer feedback
Start with Click & Collect in a pilot store. This service is immediately understandable to customers, technically manageable, and delivers quickly measurable results.
Challenges and Solutions
| Challenge | Solution |
|---|---|
| Inventory discrepancies between channels | Real-time sync with ERP, regular inventories, safety stock |
| Legacy POS systems without API | Middleware integration or gradual POS modernization |
| Decentralized pricing | Central price control in ERP, local promotions via rule engine |
| Staff training | Clear processes, intuitive interfaces, pilot phase with feedback loops |
| Data privacy with customer data | Consent management, GDPR-compliant data architecture |
Omnichannel for B2B Retailers
Omnichannel is also gaining importance in the B2B sector. Business customers increasingly expect the same seamless experience as in B2C. Typical B2B omnichannel scenarios include:
- Field Sales Integration: Representatives can place orders on-site that are visible in the customer account
- Showroom + Online: Customers view products in the showroom and order via B2B portal
- Pickup Service for Regular Customers: Quick goods pickup at the warehouse for urgent orders
- Unified Conditions: Customer-specific prices and discounts across all channels
Measuring Success: KPIs for Omnichannel
To measure the success of your omnichannel strategy, you should track these KPIs:
Cross-Channel Conversion
How many customers use multiple channels before purchase?
Click & Collect Rate
Share of online orders with store pickup
Additional Sales at Pickup
Revenue from impulse purchases during Click & Collect
Inventory Accuracy
Difference between system inventory and actual inventory
Future Trends: Unified Commerce
The evolution of omnichannel is called Unified Commerce. Here, not only are channels connected, but all systems are consolidated on a single platform: Commerce, POS, Order Management, Inventory and CRM in one solution.
Modern shop systems like Shopware 6 with its API-first architecture are designed to function as a central commerce platform. With AI-powered automation, order routing, inventory optimization and personalized customer engagement can be further improved.
Frequently Asked Questions About Omnichannel
Costs vary greatly depending on existing IT infrastructure and scope of integration. A Click & Collect pilot project for one store typically starts in the low five-figure range. For a complete unified commerce solution with multiple stores, expect investments in the mid to high five-figure range. Contact us for an individual assessment.
Shopware 6 is very well suited for omnichannel scenarios thanks to its API-first architecture. Magento also offers extensive omnichannel features. What matters is not so much the shop system itself, but the quality of integration with ERP and POS.
A pilot project with Click & Collect for one store can be realized in 2-3 months. Full integration of all channels and stores typically takes 6-12 months, depending on the complexity of existing systems.
Not necessarily. Many existing ERP systems like SAP Business One or Microsoft Dynamics can be integrated via APIs. What's crucial is that the ERP supports real-time inventory management and doesn't just process end-of-day batches.
With multichannel, multiple sales channels exist in parallel but independently – with separate inventory, customer accounts and processes. With omnichannel, all channels are fully integrated: unified inventory, one customer account, seamless processes like cross-channel returns.
Yes, even for retailers with just one store, omnichannel can make sense. Click & Collect is quick to implement and offers real value to customers. The investment is manageable and the service differentiates you from pure online competition.
Conclusion: Start with Omnichannel Now
Omnichannel is no longer an option in 2026, but a customer expectation. The good news: You don't have to implement everything at once. Start with a pilot project like Click & Collect, gather experience and expand gradually. With the right strategy and technical foundation, you'll create a shopping experience that delights customers and sustainably increases your revenue.
As an experienced e-commerce agency, we support you in developing and implementing your omnichannel strategy – from concept through integration development to ongoing operations.
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