Published: December 8, 2025 | Last updated: December 8, 2025

The omnichannel strategy in e-commerce involves integrating all sales channels – online and offline – into one cohesive, synergistic ecosystem, in which the customer’s shopping experience remains consistent, regardless of where and how they make a transaction.

Lack of integration between the digital and physical worlds, inconsistent pricing or stock levels, and limitations in flexible payment methods can effectively discourage your customer from completing a purchase and lower the cart value.

In this comprehensive guide, we’ll show you step-by-step how to implement an effective omnichannel strategy in your e-commerce store and physical retail. You’ll use this model not only during Black Friday, Cyber Monday, or the holiday shopping frenzy but also as a permanent foundation for steady sales growth. You’ll also learn how to effectively integrate technology, customer data, and payments to increase conversion and shopping loyalty.

Table of Contents

Key Information at a Glance:

  • Omnichannel is an integrated sales strategy that combines physical and online commerce, allowing customers to seamlessly switch between channels.
  • The core pillars include price consistency, stock levels, return policies, and shopping experiences across all channels.
  • Customer data and new technologies (like AI, personalization, multi-channel payments) are the foundation of a successful omnichannel model.
  • A well-planned omnichannel strategy not only boosts sales during Black Friday but also builds customer loyalty and long-term growth.

What is the omnichannel strategy in e-commerce?

Omnichannel is a sales and customer service approach that integrates all customer touchpoints with a brand – online store, physical retail, mobile app, marketplaces, social media, customer service, and logistics – into one cohesive system.

Key features of an effective omnichannel strategy:

  • Consistent pricing, product descriptions, promotions, and availability regardless of the shopping channel,
  • The ability to start an interaction in one channel and continue it in another (e.g. browse in the app, purchase in the store),
  • Full synchronization of customer data, purchase history, and preferences,
  • A unified payment ecosystem, enabling customers to pay in any preferred method.

Why the omnichannel strategy is no longer a trend, but a necessity?

Today’s customer expects flexibility. According to PwC’s “Global Consumer Insights” report (2023), as many as 73% of consumers say they use more than one shopping channel before making a purchase decision.

Without an omnichannel strategy, you risk:

  • Lost sales due to inconsistent pricing, availability, or payment options,
  • Poor user experience leading to cart abandonment and low loyalty,
  • Slow response to customer needs – especially during key sales periods like Black Friday.

Elements of an effective omnichannel strategy

  1. Consistency in offerings and sales policies

    Prices, promotions, return policies, warranties – everything should be identical in online and offline stores. Price differences across channels severely damage brand credibility.

  2. Stock data synchronization

    Out-of-stock online despite physical availability in-store is a common issue. Consistent synchronization – ideally in real time – is the only way to prevent it.

  3. Integrated payments

    Buy online, pay in-store. View offline, order online. This is possible thanks to integrated payment systems.

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  4. Unified CRM and logistics system

    Customer management, history, returns, and complaints must be handled in one place – regardless of the purchase channel.

The role of customer data and personalization in the omnichannel experience

Data is the most valuable asset in modern commerce. Omnichannel enables gathering data from all touchpoints between the customer and the brand – in-store purchases, app activity, website behavior, payment history, and newsletter sign-ups.

Data is used for:

  • Personalizing communication (e.g. product recommendations, dynamic pricing),
  • Customer segmentation and tailoring campaigns to their preferences,
  • Upselling and cross-selling based on purchase history,
  • Demand forecasting to optimize inventory levels.

Technology and payments in omnichannel commerce

A solid technological foundation is essential for any omnichannel strategy. Key components include:

  • ERP – resource and inventory management,
  • Payment systems – for both online and offline shopping, including contactless payments, instant transfers, BNPL, BLIK, cards, and digital wallets,
  • APIs and integrations – that connect data and allow transfer between systems,
  • Transaction monitoring and server load balancing – especially during peak sales times like Black Friday.

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Practical guide: online-offline integration step by step

  1. Audit offering consistency – compare product range, pricing, availability, and return policies in both channels.
  2. Implement a unified payment system – enabling user recognition both online and offline.
  3. Train offline staff – so they are prepared to assist customers who previously visited the digital store.
  4. Create a unified cart – one cart for all channels (e.g. saved items from the app accessible in-store).
  5. Implement recommendation / remarketing campaigns based on data from both channels.

Omnichannel strategy – frequently asked questions (FAQ)

1. What’s the difference between omnichannel and multichannel?
Multichannel refers to a brand's presence in multiple channels without integration. Omnichannel merges all channels into one cohesive ecosystem, where data, payments, availability, and customer experience are synchronized.
2. What payment methods work best in an omnichannel strategy?
The best ones are the ones customers know and trust: card including Click to Pay, BLIK, quick transfer, Apple Pay, Google Pay. The key is integrating them into one payment system so customers can use them freely – in-store and online.
3. Can small businesses benefit from omnichannel?
Yes – even stores with one location can implement unified commerce. A smart e-commerce platform, ERP integration, partnership with a payment provider, and consistency in order handling are enough to deliver seamless experiences.
4. How to measure the effectiveness of an omnichannel strategy?
Key metrics include: average order value (AOV) increase, number of returning customers, cross-channel sales (look offline, buy online), and sales growth during Black Friday.

Omnichannel: at a glance

Today, an omnichannel strategy is the foundation of effective e-commerce. When a customer can begin a purchase online, finish it offline, and pay using their preferred method – satisfaction and loyalty increase. To achieve this, you need a few key components: unified operating system, customer data, integrated payments, and consistent sales policies.

Don’t postpone implementation. Build a flexible omnichannel infrastructure and offer your customers a seamless, advanced shopping experience – year-round, not just during Black Friday.

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Sources:

  • PwC Global Consumer Insights Survey 2023
  • Podcast Przelewy24_Official
  • Przelewy24 – payment operator