When companies first started selling online, they created a department dedicated to e-commerce, separate from other functions and using an independent logistics structure.
It was a time when e-commerce was still in its early stages, with players looking for solutions to adapt to this new mode of consumption.
Today, with the emergence of omnichannel, the various sales channels are now integrated into the customer journey, offering multiple entry and exit points for making a purchase.
Omnichannel allows consumers to move seamlessly between stores, websites and mobile applications. The result is a smoother, more connected customer experience.
Companies that develop an effective omnichannel strategy benefit from total synergy between channels, and are able to optimize them with each other. In this way, data, inventory and operational processes are harmonized to deliver a seamless customer experience, where the boundaries between channels disappear.