Happy Wednesday! Chase and Jimmy here. 👋

Stop for a second and think about how we shop these days.

We bounce from websites to apps to stores, sometimes all in a single day (or in a single purchase). Your customers are everywhere – and your brand needs to keep up.

Omnichannel eCommerce is how brands deliver personalized experiences across every channel, physical and digital.

Here’s what omnichannel eCommerce is, why it’s worth your attention, and how to make it work for your store. But before we dig in, we’ve got a few goods for you.

💡 The Modern-day Do’s & Don’ts of Email Marketing

As we approach the final stretch of Q1, it’s the perfect time to take stock of your email strategy.

What’s working? What needs a refresh?

Omnisend has the email marketing do’s and don’ts you need to optimize your approach for the rest of the year. Watch the full webinar replay to learn:

✅ The power of automation (and why it converts 29X better than scheduled emails)

✅ Leveraging social proof & value-adds to build trust and drive engagement

✅ How to grow your SMS list—and why it’s essential for 2025

❌ What NOT to do: Avoid boring welcome emails, buying email lists, and overly text-heavy designs that turn customers off!

Hit play on the full webinar replay and kickstart your Q1 optimization!

🎟️ You’re Invited: Retention Reimagined—Building Loyalty Beyond The Buy Button

Customer loyalty isn’t built on discounts and one-off purchases. It’s about creating experiences that keep them coming back.

Join DTC’s brightest minds as they reveal the playbooks behind retention strategies that actually work. No fluff—just real insights you can put into action.

🎙️ Featuring:
- Greg Zakowicz at Omnisend
- Bryan Starck at 100 Celcius
- Jimmy Kim & Chase Dimond at eCom Email Marketer
- Melanie Balke at The Email Marketers
- Connor Sunderland at Kensington Media House
- Eric Rausch at New Standard Co.

💡 What to expect:
- Recurring revenue strategies that go beyond “subscribe and save”
- SMS marketing tactics that convert
- Email engagement strategies that focus on personalization—when it matters most
- Strategic positioning hacks for your category

Plus, live problem-solving, epic prize drops, and insights that go beyond the basics.

Retention isn’t just about the next purchase. It’s about building loyalty that lasts.

How Omnichannel eCommerce Drives Customer Loyalty and Maximizes Revenue

What Is Omnichannel eCommerce?

Omnichannel eCommerce is all about connecting the dots.

It links up all the different ways your customers interact with you – website, mobile app, social media, physical stores, email, and even SMS – to create one seamless experience.

Think of it like this: A customer adds a product to their cart on your website, gets distracted, then remembers later and opens your app.

The product is still there.

They check out on their phone, then pop into your store to pick it up. Same experience. Same data. No frustrating repeats.

Omnichannel doesn’t just sell on multiple channels. It connects them so your customers can move between them without hitting a wall.

Why Omnichannel eCommerce Is Worth It

When you get omnichannel right, a few amazing things happen:

• Customers stick around longer because they aren’t getting frustrated.

• You can personalize their experience based on data from every channel, not just one.

• Your brand message stays consistent no matter where they see you.

• Your customer service team has the full story, so they can actually help (instead of making customers re-explain themselves every time).

And let’s talk about results:

Brands using three or more channels in a marketing campaign have seen a 287% higher purchase rate than those sticking to just one. That’s a stat worth paying attention to!

The (Very Few) Downsides

Omnichannel eCommerce isn’t a magic button. It takes:

• The right tech. You need a system that can pull all your customer data into one place.

• A solid investment. Merging online, offline, and everything in between doesn’t come cheap.

• A collaborative team. Marketing, sales, customer service, and your tech team need to work together like never before.

But if you’re willing to put in the effort, the rewards are massive.

How Omnichannel eCommerce Actually Works

Let’s say someone’s shopping for skincare.

1. They browse your website at lunch and add a lip glaze to their cart.

2. Later, they scrolled IG and got served an ad for that same product.

3. They get a reminder SMS with a 10% off code and finally check out – on their laptop.

4. They also receive an email offering free shipping over a certain amount as an incentive to purchase and add even more products to the cart.

That’s omnichannel eCommerce in action: smooth, consistent, and tailored to how real people shop.

It also works for customer service:

1. They click a return link in your order confirmation email.

2. They fill out the form online.

3. They drop off the return in-store.

4. Their refund hits their account without them needing to explain anything twice.

Omnichannel vs. Multichannel (They’re Not the Same)

You might be wondering – isn’t this just multichannel marketing? Not exactly.

Multichannel means you’re selling in multiple places (website, social, email, etc.) But each channel runs on its own island, with its own team, goals, and customer data.

Omnichannel pulls all those islands into one connected experience.

Customers can start on one channel and finish on another, with all their data (cart, preferences, purchase history) following them every step of the way.

How to Build an Omnichannel eCommerce Strategy

If you’re ready to upgrade your eCommerce game, here’s where to start:

1. Map Your Customer Journey

Where do customers first hear about you? What makes them drop off before buying?

Mapping your entire customer journey, across all channels, helps you see where the gaps (and goldmines) are.

Fix the friction, double down on what’s working, and make sure each channel connects smoothly. Here’s what your customer journey map could look like:

2. Give Each Channel a Job

Not every channel needs to do everything.

Maybe Instagram is for discovery. Email is for product education. SMS handles urgent updates. Your app is for VIP perks.

When every channel knows its job, your messaging stays clear and your customers aren’t overwhelmed.

3. Think Beyond the Sale

Omnichannel is about more than just gettin the sale. It’s also about keeping the relationship.

That includes personalized follow-ups, easy returns, review requests, and customer service across email, social, and chat.

Every touchpoint (before, during, and after the purchase) should feel like part of the same conversation.

Check out this email from Heyday Skincare encouraging subscribers to connect with the brand on multiple channels (SMS and mobile app) for a seamless experience.

4. Merge Your Data (Yes, All of It)

This is the big one. Your customer data from every channel, from website, app, social, email, SMS to in-store, needs to live in one place.

That’s how you spot patterns, see what’s working, and offer personalized experiences without guessing. It’s also the only way to test, tweak, and improve across channels.

5. Get Everyone on the Same Page

Your sales, marketing, and customer service teams can’t operate in silos anymore.

If marketing is running a flash sale, customer service needs to know about it. If a customer leaves a comment on Instagram, your support team should see their full order history.

Cross-team collaboration makes seamless omnichannel experiences possible.

Brands Nailing Omnichannel: Examples to Inspire You

Nike

Nike makes it easy to shop your way, wherever you are.

You can start browsing on their website, save your faves, and when you pop into a store, an associate can pull up your wishlist to help you find the perfect fit.

Their app knows your preferences, recommends products you’ll actually like, and even gives you access to exclusive drops.

Whether you’re on your couch, your phone, or standing in a Nike store, your experience flows like a pro athlete running drills.

Sephora

Sephora’s website and app track your purchase history, your favorite products, and even the shades you’ve tried.

Walk into a store, and beauty advisors can make personalized recommendations based on your profile.

Sephora’s app takes things further with a Virtual Artist feature, so you can test lipsticks and eyeshadows from your couch. Whether you’re buying online, in-app, or in-store, Sephora remembers who you are (and what you love!)

IKEA

IKEA knows shopping for furniture isn’t always a one-channel kind of thing, so they connect every part of the process.

You can browse their website, save your shopping list, and check product availability at your local store. Once you arrive, all that info is ready and waiting for you.

Their app takes it up a notch with AR previews that show how that sofa or bookshelf will look in your space. Whether you buy online, pick up in-store, or get it delivered, IKEA makes sure your journey feels effortless – even if assembling the furniture doesn’t.

Go Omnichannel With Your Online Store

Wherever your customers are – online, offline, or somewhere in between – your brand needs to be there too.

When you stitch your channels together into one frictionless experience, you turn browsers into buyers (and buyers into lifelong fans).

🗞️ Quick Clips

• Taking pop for a spin: Spindrift made their debut in the soda industry last week with the launch of "Spindrift Soda." This new addition to the soda wars contains 20% fruit juice (never from concentrate) and less than 8g of natural sugar—this time without the prebiotic punch.

• Shopif-AI: Shopify rolled out an in-email image editor powered by AI, letting brands tweak visuals directly in the email builder. The new feature is now live for all Shopify users.

• ROI-diculous Returns: Dentsu’s latest study shows TikTok ads are leading the pack in short-term ROI. Brands are cashing in on quick wins—proof that scrolling really does pay off.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond