Glossary

Let’s break this down, high school English class style. The prefix “omni-” comes from a Latin root word meaning “all” or “every.” The second half of the word is easy: “channel” means communications channel. So, omnichannel means all channels of communication. Online shoppers and modern consumers these days have high expectations. They expect ecommerce brands to communicate with them across multiple channels, creating multiple touchpoints and meeting them where they are rather than the other way around. Gone are the days when consumers would chase after businesses! In the competitive online marketplace, ecommerce stores must proactively reach out to potential customers in as many ways as possible.

Customers won’t necessarily utilize all communication channels that you offer them, but you do need to give them that flexibility to choose. Some examples of customer communication channels include website contact forms, social media posts, paid search ads, paid social ads, print ads and other traditional ads, webinars and other digital events, blog newsletters, emails, phone calls, brick-and-mortar physical storefronts, and last but definitely not least, website live chat.