Multichannel ecommerce

Multichannel ecommerce

Multichannel ecommerce (eCommerce, e-commerce, electronic commerce) consists of selling products or services through third party retail partners.[1] Multichannel ecommerce can be differentiated from traditional retail distribution partnerships in that the manufacturer usually maintains a single product management system that electronically feeds into multiple partners. These partners can be: a comparison shopping engine like Google Product Search, a search engine like Bing Marketplace, an online marketplace like Amazon or an online shopping malls like Yatego.

Between 2005-2010, multichannel distribution has become a significant part of the overall ecommerce universe. The key factor in the development of multichannel ecommerce has been the advent of online marketplaces, which aggregate product and inventory information from multiple merchants and display on their own sites, either in a branded or a non-branded fashion. Companies like Amazon, eBay,,, and Overstock all allow online merchants to syndicate product information to their product and inventory databases and generally receive a commission for goods sold through their marketplaces. According to, up to 40% of its revenue is now derived through the sales of third-party goods through its Merchants@ and Amazon Associates programs.

Product and inventory information that feeds into marketplaces is aggregated either through a seller portal offered by marketplaces or via data uploads and links in the form of flat files or XML feeds. Merchant integration services are often utilized by merchants in setting up direct XML links with the marketplaces. Most frequently, merchants rely on third-party integration services offered by companies like PJ Media, Linnworks, eSellerPro, SolidCommerce, ChannelAdvisor, Ixtens, and Mercent.

Amazon's success in developing its online marketplace has led to traditional retailers exploring the model, with both Walmart and Sears opening online marketplaces in 2009.


  1. ^ [1]

Multi Channel commerce is supported by various software applications that enable, Enterprise and business globally to build an infrastructure, that allows customers to experience a unified and personal experience across all the sales channels. As the Multichannel solution providers build better software applications, business responds with ever increasing demands for software venders to deliver against. This area is one of the most evolving areas of technical innovation. Market leading venders Hybris, ATG (Now Oracle) and IBM all compete for dominance of the Enterprise space.

Related Links

Multichannel retailer

Wikimedia Foundation. 2010.

Игры ⚽ Нужно решить контрольную?

Look at other dictionaries:

  • Electronic commerce — Part of a series on Electronic commerce Online goods and services Streaming media Electronic books …   Wikipedia

  • Online marketplace — (or online ecommerce marketplace) refers to a type of ecommerce site where product and inventory information is provided by multiple third parties, whereas transactions are processes by the marketplace operator. Online marketplaces have become a… …   Wikipedia

  • CableCARD — A CableCARD is a special use PCMCIA (PC) card CableCARD is a special use PCMCIA (PC) card that allows consumers in the United States to view and record digital cable television channels on digital video recorders, personal computers and… …   Wikipedia

  • Drs. Foster & Smith — Foster Smith, Inc. Type Corporation Industry Pet supplies Founded 1983 …   Wikipedia

  • —, Inc. Type Public Traded as NASDAQ: AMZN NASDAQ 100 Component …   Wikipedia

  • TeleTech — Type Public (NASDAQ: TTEC) Industry Business Process Outsourcing …   Wikipedia

  • Access Commerce — Infobox Company company company name = Access Commerce company type = Public foundation = 1987 location city = Toulouse and Chicago Illinois location country = France and USA key people = Jacques Soumeillan, CEO and Founder, Kurt Haller,… …   Wikipedia

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”