Omnichannel Commerce Strategy Playbook for Modern Brands
Why Omnichannel Commerce Is Essential
Consumers no longer follow a linear journey. They may discover a product on social media, read reviews on a brand website, compare prices on search, ask their preferred generative AI engine for recommendations, and complete the purchase through a retailer's checkout. Brands that cannot deliver seamless experiences across these touchpoints lose sales and customer loyalty. In fact, according to recent research, omnichannel shoppers account for 73 percent of retail consumers.
Therefore, it is not more critical than ever that commerce brands deploy omnichannel marketing strategies. A strong approach ensures every consumer touchpoint is shoppable and measurable, and that brands have access to omnichannel data that informs smarter media and commerce decisions.
MikMak enables this vision by accelerating sales, improving profitability, and equipping teams with unified analytics.
Brands Must Reach Shoppers at Every Stage of the Marketing Funnel
Brands can drive true incrementality by rebalancing their media mix. Additionally, capturing and acting on real-time data enables brands to pivot their campaigns effectively when volatility strikes.
“The beauty of digital media is that you can measure results in real time and optimize based on what’s working well. Our media plan leverages a mix of upper mid and lower funnel channels to drive awareness, consideration, and purchase intent. MikMak has been a great partner. We use the MikMak platform to provide a seamless consumer journey and path to purchase.”
Chitra Ebenezer, Chief Marketing Officer | 
Combine upper and mid-funnel media, such as national digital campaigns, with lower-funnel investment like retail media and brand website optimization to drive awareness and conversion simultaneously.
Focusing exclusively on one or the other creates imbalance. Brands that invest only in lower-funnel may struggle to generate new demand. Brands that invest only in upper-funnel may not capture enough conversions.
The most effective omnichannel marketing strategies for commerce brands to integrate both. By combining national campaigns with retail media activations, marketers can create a full-funnel commerce enablement approach that drives reach and conversion simultaneously.
MikMak makes this balance actionable by embedding shoppable pathways into all forms of media, and then unifying the resulting omnichannel data so marketers understand which investments are driving incremental sales.
Enabling Omnichannel Commerce Across Channels
While a full funnel strategy on its own is vital, the real opportunity for business growth lies in enabling commerce everywhere your shoppers spend their time.
Social platforms, influencer-driven discovery, and short-form content drive interest, but the path to purchase must be clear and actionable. If your products aren’t shoppable from the moment of inspiration, your brand is losing market share.
Using a software solution like MikMak, brands can implement shoppable media content across all platforms, including retail media, national media, brand websites, and many other touchpoints where shoppers may be looking for or discovering your products.
Where Brands Are Investing Today
Here are some of the most recent data we found about which channels brands are investing in the most, and where they are seeing the most organic traffic:
As the data shows, while Paid Search and Social lead when driving awareness, balancing media across channels can lead to conversions throughout the shopper journey. Here are MikMak’s best practices and examples for each channel so your brand can optimize its omnichannel campaign strategy.
Omnichannel Commerce Marketing Best Practices for Social Media
Social remains one of the most influential environments for product discovery and purchase inspiration. Consumers expect content to be entertaining and actionable.
Using first-party data to optimize your social strategy is key to ensure your products are presented on channels that convert for your brand.
MikMak Insights API
The new MikMak Insights API integrates MikMak eCommerce analytics intelligence data—like Purchase Intent and Attributable Sales—into Data Lakes, Analytics Platforms, and Business Intelligence tools such as Tableau, PowerBI, and Google Looker Studio. This enables multichannel brands worldwide to unlock a holistic view of their performance quickly and easily, supporting faster decision-making and more profitable growth unlike any other solution in the market
MikMak x Pinterest Integration
MikMak’s Headless Commerce API is embedded directly into Pinterest’s Ad Manager and user experience, unlocking native, inventory-enabled shopping experiences across 8,000+ retailers, 3M store locations, with comprehensive insights, all at no additional cost to existing MikMak media customers
Early results show a 2.1x ROI on ad spend for brands after enabling the in-platform shopping enhancement
Exclusive AccelPay Integration
Drive Compliant Alcohol Sales with Embedded, Retailer-Fulfilled Checkout
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Deliver compliant, one-click alcohol checkout directly within shoppable media, powered by AccelPay’s licensed fulfillment network
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Capture valuable first-party data on product performance and shopper behavior to fuel smarter marketing
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Increase conversion and loyalty with frictionless, branded shopping experiences and pre-populated carts
MikMak Commerce for Brand Websites
Optimize your website to increase consumer awareness and offer a frictionless, omnichannel shopping experience
MikMak Commerce for Brand.com provides the easiest implementation of omnichannel where-to-buy experiences, complete with customizable templates, filtering options and a wide array checkout options from the industry's biggest online and in-store retailer network
Best Practices for Omnichannel Commerce Enablement
- Audit your channel mix: Identify where you are not yet enabling shoppable experiences.
- Balance media across the funnel: Create a full-funnel approach that generates awareness and captures conversions.
- Tailor creative for each channel: Customize messaging and formats to fit the platform.
- Leverage first-party data: Use insights from MikMak to improve targeting and campaign efficiency.
- Test, learn, and optimize: Continuously measure performance and adjust based on omnichannel data.
- Strengthen retailer relationships: Share insights to build co-marketing strategies that benefit both brand and retailer.
An omnichannel marketing strategy for commerce brands requires more than multichannel presence. It requires true commerce enablement across every touchpoint and omnichannel data to unify performance.
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Accelerate sales by making every consumer interaction shoppable
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Improve profitability by reducing wasted spend with precise attribution
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Grow stronger retailer relationships through shared data and insights
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Create a connected consumer journey across brand sites, social, search, video, audio, and programmatic
To learn more about how MikMak can help activate and optimize your brand’s omnichannel approach, schedule a demo today.
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