In the modern age of shopping, there isn’t a standard path to purchase. When consumers want to buy a product, they’re not limited to purchasing from a brick-and-mortar store. They have countless options on the digital landscape to aid in their journey to check out.

From online marketplaces to social media platforms to mobile apps, today’s consumers have multiple channels available to them while they shop, and they’re taking advantage of them. According to Insider Intelligence, forecasters expect multichannel sales to comprise close to 46 percent of all e-commerce sales by 2023, up from 40.3 percent in 2019. To meet consumers wherever they are, brands have adopted multichannel commerce strategies to ensure they remain top of mind with current and potential customers. However, being in multiple channels comes with challenges.

Read the full story in Total Retail here.