Looking for multichannel sales growth? Cin7 inventory management software has your back

Small and medium businesses (SMBs) in the UK are discovering the power of selling everywhere their customers shop. Whether that’s through their own e-commerce site, online marketplaces like Amazon or eBay, social media shops, bricks-and-mortar stores, wholesale, or B2B channels. Smart SMBs are selling in multiple channels and reaping the benefits.

Why Multichannel Selling Makes Sense for Product Businesses

  1. Reach & Customer Access
    Different customers prefer different channels. Some want the convenience of Amazon, others like supporting independent shops, and some buy while scrolling social media. By being in more places, you capture opportunities that single-channel businesses miss entirely.

  2. Diversification & Resilience
    Relying on one sales channel puts you at risk: changes in marketplace fees, platform policy, supply chain disruption, or even algorithmic or advertising shifts can hurt. When selling on multiple channels, you spread the risk.

  3. Optimised Revenue & Margin
    Different channels have different margins, volumes, and costs (shipping, fulfilment, returns, etc.). With multichannel selling, businesses can test which channels work best for which products, and allocate resources accordingly. For example, high-margin niche items may do better on the business’s own site and high volume items might make sense on Amazon or via wholesale. Reporting from an inventory management software like Cin7 can help you determine what channels and items are giving you the best margins (more on Cin7 later).

Operational & Logistical Challenges
Multichannel selling does come with some challenges though: syncing inventory to orders (so you don’t oversell or undersell), order fulfilment, rules, marketing, shipping costs, customer service, and accounting all get much more complex. Scaling these operations manually with spreadsheets or disconnected systems becomes risky as you grow.

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Best Practices for UK SMBs Going Multichannel

  • Choose your channels strategically, not just for exposure. Understand the fees, audiences, and fulfilment costs before committing.

  • Ensure your inventory management is robust and includes real-time visibility, safety stock, and connected systems and processes.

  • Centralise order processing and fulfilment so you can manage customer expectations and delivery times reliably.

  • Maintain a consistent branding and customer experience across channels.

  • Monitor metrics by channel (costs, return rates, margin) so you know what’s working and what isn’t.

  • Comply with UK/EU trade, VAT, and consumer protection rules, especially if you sell  across borders.

How Cin7 Helps UK SMBs with Multichannel Selling

Cin7 is cloud-based inventory management software that was built specifically to help SMBs master multichannel selling without drowning in operational complexity. Here’s how it helps you scale with confidence:

  • See it all in real time: Track stock and orders across every channel and warehouse—whether it’s Amazon, Shopify, or your own store—so you never oversell, misallocate inventory, or disappoint customers.

  • Connect to Cin7’s 700+ integrations: From e-commerce systems like Shopify and Amazon to accounting software like Xero and QuickBooks, plus POS systems, shipping providers, EDI connections, and 3PLs. Your tools work together instead of against each other.

  • Forecast with confidence: With Cin7 ForesightAI, you’ll know what to reorder, when to reorder it, and which products are slowing you down. The result? Less waste, lower carrying costs, and better cash flow.

  • Streamline warehousing & fulfilment: Cin7 comes with a built-in WMS, real-time order tracking, and automated workflows to keep your fulfilment smooth, accurate, and headache-free.

  • Run any business model. E-commerce, wholesale, retail, or all three, Cin7 adapts to fit your operations. Whether you’re manufacturing your own product, working with a contract manufacturing, or just reselling; managing multi-location warehouses or working with a 3PL; or expanding internationally or in new local markets, Cin7 helps you manage it all with confidence.

  • Work smarter, grow faster. By unifying your inventory and automating routine tasks, Cin7 saves you time, reduces errors, and improves customer satisfaction—all while protecting your margins.

How Marshfield Farm used Cin7 to expand and increase profits


Marshfield Farm, one of the UK’s best SMB ice cream companies, faced some of the common problems of a successful multichannel business. See how Cin7 helped them break through to the next level of growth and profitability.

Want to join Marshfield Farm and the 1000s of other UK product sellers like Rare Tea, Brompton Bicycle, and Gieves & Hawkes using Cin7?
Or simply want to learn more about Cin7’s industry leading inventory management software?

Visit cin7.com/icc  to learn more or book a demo today!

*ICC UK members get 50% off 3 months of Cin7 Core.