Most brands start with one channel. Meta Ads work, and they scale. Or Google Shopping performs well, and it continues. That's natural. But at some point, growth starts to fluctuate. ROAS drops. CAC rises. And this is where many brands get stuck. The problem is rarely the channel. The problem is silo thinking.
Omnichannel marketing is about building a system where the customer doesn't notice the transition between channels. They see your Meta ad. They Google you afterward. They receive an email. They return and buy. And two weeks later, they receive a post-purchase flow that prompts them to buy again. It's not random. It's designed.
Multi-channel vs. omnichannel
Many confuse the two concepts. The difference is important. Multi-channel means you are present on multiple channels. You run Meta and Google and send emails. But these three things don't communicate with each other. Omnichannel means the channels are coordinated. Meta builds awareness. Google captures intent. Email converts and retains. Each touchpoint is deliberately placed in the customer journey. One is presence. The other is strategy.
An average customer interacts with your brand 6 to 8 times before making a purchase. This isn't a number we made up. It's a reality that anyone who has analyzed their attribution data can see.
Think about it from your own perspective as a consumer. You scroll Instagram and see an ad for a product. You remember it. Three days later, you Google it. You find the webshop, but don't buy yet. You receive a remarketing ad on Facebook. You sign up for the newsletter for a 10% discount. You buy.
That's five touchpoints for one conversion. And if you only look at last-click attribution, it appears as if Google or email took all the credit. That's the trap many brands fall into. They optimize for the last click and underinvest in the channels that actually start the journey.
What it costs you to ignore it
- You pay to reacquire customers who already know you
- Your email list grows, but you don't actively use it
- Your Meta ads struggle more because there's no brand awareness in the market
- Your repeat purchase rate is too low because there's no post-purchase flow
- You're seeing rising CAC, but the reason isn't the budget. It's the structure
There's no universal formula for which channels you should use. It depends on your product, your target audience, and your revenue. But there's a pattern we see repeatedly in the brands that scale best.
Paid Social: Meta and TikTok
Paid Social is typically top-of-funnel. This is where you introduce your brand to people who didn't know they wanted your product. Meta reaches ~4 million Danes. TikTok is stronger with younger audiences and for products with high visual appeal.
Paid Social creates the demand. The rest of the system converts it.
Paid Search: Google Ads and Shopping
Google captures existing demand. When someone searches for your product or category, Google is where you need to be visible. Shopping ads with your product image and price directly in the search results are particularly effective for e-commerce.
Google isn't where the journey starts for most impulse purchases. But it's often where it ends.
Email and SMS: Klaviyo
Email is the only marketing channel you own. You rent space on Meta and Google. But your email list is yours. It won't disappear if the platform changes its algorithm. A mature email setup typically drives 20 to 30% of total revenue. Over half of that comes from automated flows: welcome sequence, abandoned cart, post-purchase, win-back. The rest comes from campaigns. SMS is a good supplement for urgency and abandoned cart, but email is the foundation.
E-commerce Store and CRO
Your e-commerce store isn't just a point of sale. It's a conversion tool. All your channels send traffic here. If the store doesn't convert, you lose the money you spent acquiring that traffic. CRO is about ensuring your e-commerce store isn't the weakest link in the chain.
The short answer: As early as possible. But the smart answer is more nuanced. You don't need all channels from day one. You need the right sequence.
- 0 to 50,000 DKK/month in revenue: Focus on one primary acquisition channel and build your email list. Run welcome flows and abandoned cart sequences. That's the foundation.
- 50,000 to 200,000 DKK/month: Add a secondary acquisition channel. Expand your automated flows. Start with monthly campaigns.
- 200,000 to 1M DKK/month: Actively coordinate all channels. Segment your email list. Test incrementality. Use attribution data to understand what truly drives growth.
- 1M+ DKK/month: Full-funnel omnichannel with advanced BI. All channels are coordinated and data-driven.
The most important sign that you're ready to scale your omnichannel setup isn't your budget. It's whether you have a foundation to build upon.
We call our approach the DVM E-Commerce Operating System. It's not a buzzword. It's a concrete structure for how we coordinate all channels for the brands we work with. The idea is simple: ancient marketing principles combined with today's AI tools and data-driven platforms. Understanding the customer journey isn't new. But having the technical systems to orchestrate it in real-time is.
As a Meta Badged Partner, TikTok Platinum Partner, Google Partner, Klaviyo Gold Partner, and Triple Whale Gold Partner, we work closely with all the platforms that make up a modern omnichannel setup. This means we don't just run ads. We coordinate the entire system. The results are evident in our case studies:
- By Livi: From 0 to 25M+ DKK in annual revenue in under 2 years
- ATN: +498% growth after a period of stagnation
- Sneakerstreet: +398% growth on both top and bottom lines
These results don't come from one channel. They come from a system.
1. What is omnichannel marketing?
Omnichannel marketing is a strategy where all your marketing channels are coordinated and work as one cohesive system. Instead of Meta, Google, and email operating independently, they are designed to reinforce each other across the entire customer journey.
2. What is the difference between multi-channel and omnichannel?
Multi-channel means you are present on multiple platforms. Omnichannel means those platforms are coordinated. Multi-channel is presence. Omnichannel is strategy. The two may look similar from the outside, but they deliver very different results.
3. When should I start thinking omnichannel?
In principle, from day one, but in practice, it makes most sense to start with a solid foundation and build from there. We typically recommend having a primary acquisition channel and a basic email setup in place before adding more layers.
4. Which channels should a Shopify brand prioritize?
It depends on the product and target audience. However, a typical Shopify brand with growth ambitions starts with Meta Ads and Klaviyo, adds Google Ads, and expands from there. CRO on the webshop should always be prioritized in parallel with paid channels.
5. Does omnichannel always lead to better ROAS?
Not necessarily at the channel level. A channel like Meta will often show a lower ROAS when you include brand awareness campaigns. However, your overall MER (Marketing Efficiency Ratio) and bottom line typically improve significantly. That's the right metric to look at.
