Today’s shoppers do not follow a linear path to purchase. They might discover a product on social media, research reviews on a brand website, compare prices through search, and ultimately buy from their preferred retailer. Each of these moments represents an opportunity for connection and conversion. Yet for many brands, those opportunities are disconnected, resulting in lost sales and limited visibility into what drives performance.
That is why a strong omnichannel commerce strategy is now essential. By integrating every touchpoint, brands can build measurable, shoppable journeys that strengthen both sales and loyalty. According to recent research, 73 percent of retail consumers identify as omnichannel shoppers, meaning nearly three out of four expect seamless movement between digital and physical environments.
MikMak helps brands deliver on these expectations by connecting commerce media, first-party data, and omnichannel marketing capabilities into a single performance view.
Omnichannel Commerce Means Reaching Shoppers Everywhere
Implementing an omnichannel marketing strategy requires more than simply running ads in multiple places. It involves connecting the full ecosystem of commerce touchpoints through data, technology, and measurement.
Here are the key areas where modern brands are investing to make omnichannel commerce work:
1. Social Media and Commerce Media Integration
Social media continues to drive discovery, but for performance-driven brands, it is also a commerce channel. Platforms such as Instagram, TikTok, and Pinterest offer immediate purchase potential when integrated with shoppable technology.
With MikMak’s commerce media solutions, brands can embed shoppable cards, stories, and reels directly within social feeds. This allows consumers to explore products and check out with their preferred retailer in one smooth motion.
For example, a Pet Care brand that leveraged the MikMak x Pinterest integration saw both engagement and conversion increase significantly after activating in-platform shopping. By connecting social content directly to retailer inventory and checkout, the brand reduced friction and improved its return on ad spend.
The lesson is simple: if your social content is not instantly shoppable, you are leaving revenue on the table.
2. Optimizing Brand Websites for Omnichannel Commerce
Your brand website is the one channel you fully control. It should serve as both an educational and transactional hub.
With MikMak Commerce for brand websites, brands can implement omnichannel “where to buy” experiences that allow shoppers to choose their preferred retailer or delivery option. This solution connects directly to MikMak’s network of more than 8,000 retailers and three million store locations, ensuring that product availability and pricing are always up to date.
Beyond checkout, MikMak’s analytics tools provide insight into how consumers move from brand website to retailer checkout pages, helping marketers measure ROI and understand the role their website plays in the full journey.
3. The Role of Search and AI-Driven Discovery
Search continues to be one of the highest-intent environments for commerce. Whether paid or organic, these touchpoints often represent the final step before purchase.
MikMak helps brands turn search ads and landing pages into shoppable experiences that connect to retailer inventory in real time. This not only increases conversion but also ties keyword performance directly to sales.
The next frontier is AI-powered search, where platforms like ChatGPT and Google AI Overviews are beginning to shape how consumers discover and evaluate products. Leading brands are already focusing on Generative Engine Optimization (GEO) to ensure their products appear in these new types of shopping results.
Understanding how to show up in these environments will be critical to any brand’s omnichannel marketing strategy in the coming year.
4. Expanding Commerce Media Across Video, Audio, and Out-of-Home
Omnichannel commerce does not stop at digital ads or websites. It extends into video, connected TV, audio, and even outdoor advertising.
Video environments offer unmatched storytelling power and reach. MikMak enables clickable, shoppable overlays on CTV ads, helping brands attribute media spend directly to retail conversions.
Similarly, audio and podcast advertising can now drive measurable outcomes through trackable links or QR codes that send listeners to MikMak landing pages with checkout options.
Even out-of-home campaigns can become interactive by activating QR codes that connect directly to shoppable experiences. Brands like The Botanist Gin have transformed physical events into measurable digital commerce opportunities using MikMak technology.
Each of these tactics adds a layer of connected measurement that ties awareness-driving channels to tangible commerce results.
Best Practices for Omnichannel Marketing Enablement
To fully activate an omnichannel commerce strategy, marketers should follow a few best practices:
- Audit your channel mix. Identify where you are not yet enabling shoppable experiences.
- Balance media across the funnel. Create a structure that drives awareness while capturing conversions.
- Tailor creative for each platform. Customize formats and messaging to match consumer behavior in each environment.
- Leverage first-party data. Use your own insights to optimize targeting and campaign efficiency.
- Test, learn, and optimize. Continuously measure results and pivot in real time.
- Strengthen retailer relationships. Share insights that improve joint planning and co-marketing strategies.
When done correctly, an omnichannel strategy helps brands accelerate sales, reduce wasted spend, and deepen relationships with both shoppers and retail partners.
From Strategy to Execution
Implementing an omnichannel marketing strategy can feel complex, but it becomes manageable when powered by unified analytics and clear attribution. MikMak’s platform helps brands connect their media investments to measurable sales and enables commerce at every touchpoint across social, search, video, audio, and retail media.
The outcome is a complete picture of shopper behavior that allows marketers to make smarter, faster, and more profitable decisions.
Want to See More Examples and Benchmarks?
The full Omnichannel Commerce Strategy Playbook for Modern Brands includes exclusive MikMak Shopping Index data on channel investment, organic versus paid traffic, and likelihood of conversion by channel. It also features detailed case studies from global brands that have successfully executed omnichannel campaigns with measurable ROI.
📘 Download the full eBook to learn how leading brands are transforming commerce media into measurable omnichannel growth: Read the Omnichannel Commerce Strategy Playbook