Omnichannel Business

Christiane Lehrer, Manuel Trenz*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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The widespread diffusion of digital technologies along with evolving consumer behaviors and requirements have fostered the emergence of omnichannel businesses, i.e., firms that can exploit integrated processes and information systems to realize a seamless and consistent consumer experience across a plenitude of digital and physical channels. To date, omnichannel research has been cluttered and characterized by significant terminological ambiguity that creates unnecessary challenges for researchers and markeeters trying to navigate and advance research and practice in this area. This fundamentals article seeks to address this problem by presenting a definition of omnichannel business that is grounded in its unique characteristics involving technology, organizational, and market perspectives and clearly distinguishes omnichannel from other terms, such as multi-channel or cross-channel. We leverage this conceptual clarity to analyze and structure the previous research on omnichannel business and conclude with an integrated framework that signifies fields of interest for future omnichannel business research.
Original languageEnglish
JournalElectronic Markets
Issue number2
Pages (from-to)687-699
Number of pages13
Publication statusPublished - Jun 2022

Bibliographical note

Published online: 8 January 2022.


  • Omnichannel business
  • Omnichannel commerce
  • Multichannel business
  • E-commerce
  • Channel choice
  • Cross-channel

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