Omnichannel selling: Bigcommerce, Amazon, Facebook

In my post last month, I touched on the fact I had been experimenting with omnichannel selling in 2015. If you’re unfamiliar, omnichannel selling is a fancy way of stating that your products are offered for sale on multiple platforms. For me, this means my Bigcommerce store, Amazon, and, most recently, Facebook.

The beauty of being on a platform like Bigcommerce is that it makes the jump to omnichannel sales quite simple. The backend infrastructure of the platform and access to one-click setup apps make it effortless to start. With an inventory and order management platform such as Skubana or Stitch Labs can get you up and running without incident.

When I approach a new sales channel, I scan the competitive landscape to discover if it’s worth investing resources. This is one of those options just a business owner or trusted consultant can produce.

For me personally, Amazon was interesting because there’s a fantastic deal of cancer aid apparel. 1 particular thing that stood out was a tie-dye breast cancer t-shirt that had 68 reviews. That’s lots of people who believed really enthusiastic about this shirt, and about contributing to the community on Amazon.

Facebook recently introduced the ability to launch a store on your page, called Facebook Shop. This is just as interesting to me as Amazon because I have over 315,000 enjoys. However, it’s also a disruption to my existing setup on Facebook.

History would suggest that using the native Facebook store would likely lead to higher conversions and connect to the general Facebook marketing opportunities. For this point, the conversions I’ve had on the new store have largely been when I am spending money on ads.

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Irrespective of the Facebook Shop being brand new, we’ve been promoting our FB page for decades, as I hinted at above. When I was on Volusion, in 2012, there was a basic Facebook tab store. When we migrated to Bigcommerce, the store was strong and had a far more homogenized look within the Facebook experience.

The advantages of working with the Bigcommerce social store versus the new Facebook Shop is that it brings product information and inventory from my current setup with no Skubana or Stitch.

Currently, the new Facebook Shop doesn’t integrate with external plugins. This is problematic since it is an island unto itself in the backend of my ecommerce efforts. I am also meeting direct from our home office versus my third party fulfillment center. This is the most cost effective step in this first testing period.

In the past six months of experimentation with omnichannel earnings, we’ve had mixed results. On both platforms, I’ve listed 2-5 of my best sellers. We haven’t done much to drive traffic to Amazon and have had very limited organic visitors to the merchandise. On Facebook, we’ve done the opposite. We’ve seen almost instant conversion when boosting a product for less than $20.

In the end, our principal call-to-action remains to store at our Bigcommerce store, which has all our products, inventory, and is hooked up to our third party fulfillment center.

In case you’ve had some luck with omnichannel selling, leave a comment below, listing your successes or failures.

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