According to NielsenIQ , customers who buy through multiple channels tend to generate greater value for retailers, reinforcing the importance of omnichannel in sales expansion. The point of concern, however, is that this progress can be accompanied by increased operational complexity and pressure on margins. Without a structured plan, diversifying your sales channels can be more expensive than it seems.
In this article:
Diversifying sales channels: points to consider.
Before opening new points of sale, understand what sustains a healthy omnichannel operation:
- Our own channel is the center of everything.Marketplaces and social media bring in traffic, but they don't build relationships. Your own store (website or app) is where the profit margin is consolidated and the customer data belongs to you;
- Each channel has a different cost structure.Marketplaces charge commissions ranging from 12% to 20% per order, while selling exclusively on Instagram is time-consuming and requires significant management. Ignoring these costs distorts the profitability analysis;
- Proprietary app reduces CAC in the long term.Customers who buy through the app have repurchase rate higher than the website's rate and less reliance on paid media for reactivation;
- Omnichannel is not about having a presence across many channels.It is the ability to integrate inventory, order, and experience, regardless of where the sale takes place.
- Margin is protected with data.Knowing which channel each order comes from, at what cost, and with what LTV (Lifetime Value) allows you to scale what works and cut what consumes resources.
WHY YOUR OWN CHANNEL NEEDS TO COME FIRST
The marketplace is an entry point, not a long-term strategy. The commission paid for each sale made on platforms like Mercado Libre, Amazon, or Shopee is a recurring cost that increases as volume grows . Furthermore, the relationship with the buyer belongs to the platform, not the brand.
The company-owned store reverses this logic, as the acquisition cost is amortized over time . Customer data remains in the brand's database, and the shopping experience (from layout to after-sales service) is under the complete control of the operation.
This doesn't mean abandoning marketplaces, but rather using them as a discovery channel and converting that audience to your own channel with retention strategies , such as exclusive coupons for purchases on the website, loyalty programs, direct communication via email or push notifications.
The role of the app in the channel model.
App commerce has gained relevance as mobile usage time has increased (and so has media cost). Instead of paying for each reactivation via Google or Meta , brands with their own app have a direct communication channel: push notifications with consistently higher open rates than email.
From an operational standpoint, the app allows:
- Customizing storefront displays based on purchase profiles;
- Notifications for restocking and targeted promotions;
- Simplified checkout with pre-saved data;
- Native loyalty programs.
For businesses that already have an established physical store, the app is the natural next step, not an alternative to the website, but an extension that deepens the relationship with the existing customer.
How to assess if your operation is ready to expand.
Expanding sales channels without a structured foundation leads to fragmentation . Before opening a new point of sale, it's worth asking yourself:
- Is the inventory integrated? Selling through two channels with separate inventory leads to stockouts and cancellations.
- Does the ERP or OMS support multichannel? Orders from different sources need to be managed in a single system.
- Does the team have the operational capacity? Each new channel involves increased customer service, logistics, and management costs.
- Does your own store already convert well? If website conversion rates are low, adding more channels will only exacerbate the problem, not solve it.
Expanding channels is a lever; it works best when the existing infrastructure is already operating efficiently.
If your operation is evaluating the ideal channel structure (whether it's deploying a physical store, evolving to omnichannel, or developing an app commerce platform), talk to the e-Plus team . We have over 10 years of experience in digital retail projects and can map out the best opportunities for your ecosystem. Also explore other content on the e-Plus blog about e-commerce strategy and operations.
FAQ – FREQUENTLY ASKED QUESTIONS
What is omnichannel in digital retail?
Omnichannel is the integration between sales and service channels (physical store, website, app, and social media) so that the customer has a consistent experience at any point of contact. The key difference is not being present on many channels, but synchronizing inventory, orders, and communication across them.
Is it worth selling on a marketplace if I have my own store?
Yes, provided there's a clear strategy. Marketplaces expand reach and bring in new customers, but they charge recurring commissions and don't share buyer data with the brand. Ideally, the platform should be used as an acquisition channel, and these customers should be converted to the brand's own store over time.
Is a custom app suitable for any type of e-commerce?
Businesses with a recurring customer base benefit more from having their own app. Segments like fashion, beauty, supplements, and food (where repeat purchases are frequent) see a faster return on investment. For e-commerce businesses with high-ticket items and sporadic purchases, a responsive website tends to be more efficient in the short term.
How to protect margins when diversifying channels?
Mapping the true cost of each channel is the starting point. Marketplace commission, social media costs, gateway fees—everything needs to be factored into the calculation before setting the selling price. Then, monitoring ROAS and margin per channel allows you to identify where to scale and where to cut back.
