Practical Ecommerce

Omnichannel selling: Bigcommerce, Amazon, Facebook

In my post last month, I touched on the fact that I was experimenting with omnichannel selling in 2015. If you’re not familiar, omnichannel selling is a fancy way of saying your products are available for purchase 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 availability of one-click installation apps make it easy to get started. Utilizing 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 first scan the competitive landscape to see if it’s worth investing resources. This is one of those decisions only a business owner or trusted consultant can make.

For me, Amazon was interesting because there is a lot of cancer support apparel. One particular item that stood out was a tie-dye breast cancer t-shirt that had 68 reviews. That is a lot of people who felt really passionate 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 since I have over 315,000 likes. However, it’s also a disruption to my existing setup on Facebook.

History would suggest that having the native Facebook store would likely lead to higher conversions and tie into the overall Facebook marketing opportunities. To this point, the conversions I’ve had on the new store have mostly been when I am spending money on advertising.

Despite the Facebook Shop being brand new, we’ve actually been selling via our Facebook page for years, 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 more robust and had a more homogenized look within the Facebook experience.

The perks of using the Bigcommerce social store versus the new Facebook Shop is that it pulls product information and inventory from my existing setup without needing a Skubana or Stitch.

Currently, the new Facebook Shop doesn’t integrate with external plugins. This is problematic because it’s an island unto itself in the backend of my ecommerce efforts. I am also fulfilling direct from our home office versus my third-party fulfillment center. This was the most cost effective measure during this initial testing phase.

In the past six months of experimenting with omnichannel sales, 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 traffic to the products. On Facebook, we’ve done the opposite. We’ve seen almost instant conversion when boosting a product for less than $20.

Ultimately, our primary call-to-action is still to shop in our Bigcommerce store, which has all our products, inventory, and is hooked up to our third-party fulfillment center.

If you’ve had any luck with omnichannel selling, leave a comment below, listing your successes or failures.


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Comments ( 7 )

  1. Ben Stewert January 22, 2016 Reply

    Thanks Kenny for sharing this :) We’re currently looking to migrate our existing online store (stone age tech stacks :( to something as robust and new as Big Commerce.

    I’ll definitely gonna look into it!

    But I recently came across an article which talks about an eCommerce platform built into enterprise software. Any insights on this kinda solution is highly appreciated!

    Magento | Shopify | Bigcommerce


    | Enterprise Software + in-built eCommmerce|

    – Ben

    • Kenny Kane January 22, 2016 Reply

      Hey Ben,

      Feel free to shoot me an email. kennykane at gmail.

      Thanks for stopping by!


    • alex clobes January 22, 2016 Reply

      Hello Ben. I’m with a company which mobile commerce and apps for all the major shopping carts. I would love to connect to give you my feedback on the different platforms and my experience with all of them. I have been in e-commerce for 2 years now and am experienced with all of the SAAS (software as a solution) platforms. Please feel free to email me at I’d like to give you my honest feedback with all of the e-commerce platforms out there.

  2. John February 4, 2016 Reply

    Nice article but I’m disappointed with most comments here. Kenny it would be nice if you reply your comments here and let’s us all benefit from the questions being asked rather than ask for a private discussion for something that shouldn’t be.

    The same goes for Alex who is looking to give someone a honest review of ecommerce platforms.

    • alex clobes February 8, 2016 Reply

      I would be happy to comment with my feedback of any of the e-commerce platforms if anyone has any questions.

  3. Veeqo February 7, 2016 Reply

    Nice article by Kenny, I would add, don’t stop with Facebook only, seek out other marketplaces or sales channels that can help you.

    @stewart l, Magento has a reputation as the enterprise platform of choice, followed by woocommerce but shopify plus has been gaining ground recently for been easy to setup.
    Hope it helps.

    • Justin March 1, 2016 Reply

      Great Read Kenny, Omni Channel is absolutely the way forward for merchants serious about their growth.

      @veeqo – While you’re correct regarding Magento, nearly 80% of the market uses on premise solutions and the realization that eCommerce success is dependent on sales and marketing, not your ability to run an IT company. Shopify + is indeed easy to set up but limited in native functionality, woocommerce is no where near the capabilities of Bigcommerce or Magento, though, yes you can use it to sell online if managing plugins is your thing..

      I’d encourage you also to read the following independent review when it comes to value of running a successful online business.