The Benefits of an Omnichannel Payment Strategy

Omnichannel means that a business uses multiple ways to communicate with and sell to customers — both online and offline. Think of a retailer who sells products in a physical store as well as through a webshop. These sales channels are then set up to offer the same customer experience — and ideally, they’re connected. This allows data to be shared between channels, so you can see whether a customer who shopped in-store also made online purchases. It also means it doesn’t matter where the customer shops — online or offline — the experience and payment flow remain consistent.

One Customer, Multiple Channels — One Unified View

A customer is no longer tied to a single channel. Someone might browse on mobile, purchase via desktop, return an item in-store, and pay afterwards through a payment link. In such cases, it's easy to lose track when data is stored in separate systems. An omnichannel payment strategy links all transactions — across all channels — to the same customer identity. This provides full insight into the customer journey and forms the basis for a personalised experience.

An Example

Pim buys a bike in-store. Later that day, he orders a maintenance subscription in the webshop from the same retailer. He paid in-store with Apple Pay. When checking out online, Apple Pay is shown as the default payment option. The retailer can also easily apply the in-store introductory discount to Pim’s first online purchase.

Fewer Barriers, More Revenue

One of the biggest frustrations in the customer journey is a complicated payment process. This can be caused by:

• Offering only a limited number of payment options — for example, if customers can only pay by credit card
• Having to re-enter personal or payment details
• A mismatch between the payment flow and the channel — such as receiving cash for a return that was originally paid by card

By offering intuitive and relevant payment options at every stage — across every channel — you remove friction and lower the threshold to buy. The result? A smoother experience and higher revenue.

Bonus tip:
Especially in segments like electronics, sporting goods and fashion, retailers offering instalments or flexible payment options see up to a 20% increase in conversion.

Increased customer satisfaction and loyalty

The payment moment is often the final touchpoint in the customer journey. That’s why it’s crucial that this process runs smoothly. It’s the perfect moment to offer service that matches the quality of your craftsmanship. Consistency across different channels radiates professionalism and builds customer trust.

Data-driven optimisation of the customer journey

Every transaction tells you something about your customer. With an omnichannel strategy, you gather data not just on purchase moments, but also on payment behaviour per channel, preferences, and key conversion points. This information can be used instantly to optimise campaigns, channels, and touchpoints.

Pro tip:
Combine the insights gained from your data with automated marketing actions, and trigger specific steps based on customer behaviour. A good example is a reminder email for an abandoned shopping cart — with a direct payment link included.

Invest in customer experience

An omnichannel payment strategy is not just a technological decision — it’s a strategic investment in your overall customer experience. By integrating payments seamlessly into every part of the customer journey, you strengthen relationships, increase the likelihood of conversion, and gain valuable insights for your organisation.