{"id":69446,"date":"2025-08-22T10:31:07","date_gmt":"2025-08-22T15:31:07","guid":{"rendered":"https:\/\/www.shipstation.com\/?p=69446"},"modified":"2025-11-10T11:57:28","modified_gmt":"2025-11-10T17:57:28","slug":"your-goal-should-not-be-omni-channel","status":"publish","type":"post","link":"https:\/\/www.shipstation.com\/blog\/your-goal-should-not-be-omni-channel\/","title":{"rendered":"No, Your Goal Should Not Be &#8220;Omni-channel&#8221; (And What You Should Focus on Instead)"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-wistia-inc wp-block-embed-wistia-inc\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"ID Signal &amp; Strategy Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/gmdc2sbd7z?dnt=1#?secret=X5BUfy2Ikw\" data-secret=\"X5BUfy2Ikw\" frameborder=\"0\" scrolling=\"no\" width=\"500\" height=\"281\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>I had the pleasure of joining ShipStation&#8217;s <a href=\"https:\/\/www.shipstation.com\/innovation-delivered\/\">Innovation Delivered<\/a> virtual summit, discussing commerce strategy alongside some brilliant minds in the industry. One thing I said that seemed to resonate (and maybe ruffle a few feathers) was this: <strong>I recommend against omni-channel thinking.<\/strong><\/p>\n\n\n\n<p>Now, before you write me off completely, let me explain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-problem-with-omni-channel-thinking\">The Problem With &#8220;Omni-channel&#8221; Thinking<\/h2>\n\n\n\n<p>The word &#8220;omni-channel&#8221; emphasizes the wrong thing\u2014the channel. It gets us thinking in silos: &#8220;Here&#8217;s my cohort of web shoppers, here&#8217;s my cohort of store shoppers, and here&#8217;s how I move them from one to the other.&#8221;<\/p>\n\n\n\n<p>What we should be focusing on instead is delivering the experience the customer wants, wherever she wants it. It&#8217;s about understanding the organic, cohesive customer journey and all her needs\u2014not trying to dictate or keep score by particular channels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-owned-vs-earned-know-the-difference\">Owned vs. Earned: Know the Difference<\/h2>\n\n\n\n<p>Here&#8217;s a fundamental that many seem to have forgotten: Some channels we own, others we have to earn.<\/p>\n\n\n\n<p>When you launch a Shopify site, you own it. You get to make all the decisions about the experience, the messaging, the entire customer journey.<\/p>\n\n\n\n<p>But Amazon? TikTok Shop? ChatGPT? Those are earned channels. You&#8217;re one of billions competing for attention, and the platform decides what your product detail page looks like, not you.<\/p>\n\n\n\n<p>The job to be done on each is fundamentally different:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>On Amazon (or other marketplaces):<\/strong> Win search among tons of other products<\/li>\n\n\n\n<li><strong>On your own site:<\/strong> Build brand affinity and become loved, not just discovered<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-power-of-letting-others-do-the-talking\">The Power of Letting Others Do the Talking<\/h2>\n\n\n\n<p>In today&#8217;s fragmented attention economy\u2014where there are a trillion shows on Netflix alone (my estimate)\u2014traditional marketing approaches are struggling. One of the most effective strategies I&#8217;m seeing? <strong>Let customers talk about you instead of talking about yourself.<\/strong><\/p>\n\n\n\n<p>I&#8217;m not talking about hiring celebrities (though Gwyneth Paltrow did have a moment last month). I mean authentic micro influencer marketing: getting consumers who are like your target customer to organically share their experiences with your brand.<\/p>\n\n\n\n<p>This works because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It&#8217;s earned content that performs better.<\/li>\n\n\n\n<li>The algorithms favor authentic user-generated content.<\/li>\n\n\n\n<li>It helps you rank better in AI-powered search tools like Perplexity and ChatGPT.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.shipstation.com\/wp-content\/smush-webp\/2025\/08\/JasonGoldbergOmniChannelThinking-1024x576.png.webp\" alt=\"\" class=\"wp-image-69458\" srcset=\"https:\/\/www.shipstation.com\/wp-content\/smush-webp\/2025\/08\/JasonGoldbergOmniChannelThinking-1024x576.png.webp 1024w, https:\/\/www.shipstation.com\/wp-content\/smush-webp\/2025\/08\/JasonGoldbergOmniChannelThinking-768x432.png.webp 768w, https:\/\/www.shipstation.com\/wp-content\/smush-webp\/2025\/08\/JasonGoldbergOmniChannelThinking-1536x864.png.webp 1536w, https:\/\/www.shipstation.com\/wp-content\/smush-webp\/2025\/08\/JasonGoldbergOmniChannelThinking.png.webp 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-shopping-promising-but-keep-perspective\">AI Shopping: Promising, But Keep Perspective<\/h2>\n\n\n\n<p>Speaking of AI search\u2014yes, it&#8217;s important. Millions of people are using AI for shopping decisions. (I literally just had AI help me choose a dishwasher.) But let&#8217;s keep perspective.<\/p>\n\n\n\n<p>While the growth is astronomical, all answer engines combined are still 300 times smaller than Google search alone. We&#8217;re growing rapidly from a very small base.<\/p>\n\n\n\n<p>My advice? It would be foolish to assume it&#8217;s going to fail. At the very least, be thinking about how to be a fast follower, and I&#8217;d certainly encourage you to be testing and learning right now.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-back-to-basics-the-fundamentals-win\">Back to Basics: The Fundamentals Win<\/h2>\n\n\n\n<p>Here&#8217;s what really matters: <strong>fundamentals over shiny objects.<\/strong><\/p>\n\n\n\n<p>We&#8217;re still awful at basic digital retail. I see marketers spending millions on AI and advanced personalization while they can&#8217;t even set up proper exclusion lists to stop retargeting customers who already made a purchase.<\/p>\n\n\n\n<p>Focus on getting the basics right:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Proper customer analytics that measure value across all touchpoints<\/li>\n\n\n\n<li>Understanding what your most valuable customers actually want<\/li>\n\n\n\n<li>Delivering consistent brand experience (not necessarily identical, but consistent in &#8220;scent&#8221;\u2014that core brand essence that makes you recognizable)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-real-question-who-are-your-best-customers\">The Real Question: Who Are Your Best Customers?<\/h2>\n\n\n\n<p>Of the seven billion people on this planet, there&#8217;s a small handful who could be incredibly valuable to you. Instead of trying to serve everyone, figure out who those thousand customers are and what they want.<\/p>\n\n\n\n<p>If they all want the same thing, deliver that brilliantly. If they want different things, personalize accordingly. But keep it simple and don&#8217;t get distracted by every new shiny tool.<\/p>\n\n\n\n<p>Remember: My favorite retailer of all time is London&#8217;s Lock &amp; Co. Hatters\u2014almost 200 years old. They built their reputation by knowing their customers personally. When London got too big for that approach, they had to adapt, but the principle remained: serve your best customers exceptionally well.<\/p>\n\n\n\n<p>Get more ecommerce insights from all of ShipStation&#8217;s on-demand Innovation Delivered sessions <a href=\"https:\/\/www.shipstation.com\/innovation-delivered\/\">here<\/a>. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>Check out Jason &#8220;Retailgeek&#8221; Goldberg&#8217;s <a href=\"https:\/\/www.linkedin.com\/in\/jasongoldberg\/\">LinkedIn<\/a>. <\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I had the pleasure of joining ShipStation&#8217;s Innovation Delivered virtual summit, discussing commerce strategy alongside some brilliant minds in the industry. One thing I said that seemed to resonate (and maybe ruffle a few feathers) was this: I recommend against omni-channel thinking. Now, before you write me off completely, let me explain. The Problem With [&hellip;]<\/p>\n","protected":false},"author":190,"featured_media":69460,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13116],"tags":[13098],"class_list":["post-69446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-growth","tag-shipping-software"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.1 (Yoast SEO v25.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Problem With &quot;Omni-channel&quot; Thinking<\/title>\n<meta name=\"description\" content=\"Jason &quot;Retailgeek&quot; Goldberg explains why omni-channel thinking misses the point.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shipstation.com\/blog\/your-goal-should-not-be-omni-channel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"No, Your Goal Should Not Be &quot;Omni-channel&quot; 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