Shopify swims in new channels

E-commerce platform Shopify wants to help retailers engage customers, regardless of location or platform.



Having already launched integrations with major social networks such as Facebook, Twitter and Pinterest, Shopify is branching out in a big way. The company is allowing developers to build new connections it calls “sales channels,” which can include links to apps, platforms and digital marketplaces.



So far, online cashback shopping platform Ebates, interior design app Houzz, and personalized product feed provider Wanelo are now allowing users to make Shopify purchases. In anticipation of the need for retailers to potentially manage sales through hundreds of channels, Shopify is also rolling out improvements to its retailer dashboard.



These include a new left-side navigation bar that gives one point of access to all sales channels, as well as a sales channel section that lets retailers discover new places to sell, view settings, and have access to individual channel features.



Shopify has been busy releasing a number of new features aimed at helping retail users serve omnichannel consumers in recent months. These include the Sello visual commerce app, as well as a partnership with FameBit that allows retailers to directly collaborate with social influencers. And of course Shopify was an original partner in Pinterest’s Buyable Pins feature when it launched in June 2015.



Considering the dizzying array of platforms, devices and touchpoints consumers now use for shopping, there is certainly a market niche for a platform like Shopify, which helps retailers consolidate and manage them all. However, Shopify also faces stiff competition from major players including Magento and BigCommerce, so the company is wise to keep the innovations coming.