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Academic Journal of Business & Management, 2025, 7(4); doi: 10.25236/AJBM.2025.070413.

Multichannel Integration: The New Competitiveness of E-commerce Enterprises

Author(s)

Chen Minghui

Corresponding Author:
Chen Minghui
Affiliation(s)

Guangdong Shenzhen Shemanquban Supply Chain Co., Ltd., Shenzhen, 518000, China

Abstract

In the context of digital transformation, multichannel integration has become a key strategy for e-commerce enterprises to enhance their competitiveness. This paper takes Shenzhen Shemanquban Supply Chain Co., Ltd. as the research object to explore how e-commerce enterprises can integrate online and offline channel resources through information technology, achieve unified data management, and improve operational efficiency. A multichannel data integration framework is proposed to integrate data from e-commerce platforms, social media, and offline stores. By developing a unified management platform, the enterprise can centrally manage and optimize different channels. The results show that multichannel integration significantly expands the market coverage (by 30%) and brand influence of the enterprise, while optimizing the customer experience and enhancing customer loyalty. This study provides theoretical support and practical guidance for the digital transformation of e-commerce enterprises.

Keywords

Multichannel Integration; E-commerce Enterprises; Online-Offline Integration; Data Integration; Competitiveness Enhancement; Customer Experience; Supply Chain Management; Information Technology; Omnichannel Marketing; Customer Loyalty; Digital Transformation

Cite This Paper

Chen Minghui. Multichannel Integration: The New Competitiveness of E-commerce Enterprises. Academic Journal of Business & Management(2025), Vol. 7, Issue 4: 104-112. https://doi.org/10.25236/AJBM.2025.070413.

References

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