Overview

Single‑channel sellers that depend solely on Amazon are witnessing a rapid erosion of market share as the platform’s operational risk climbs. In 2024, roughly one‑third of Amazon‑only merchants faced account suspensions, prompting many to add alternative sales venues. Brands that spread their inventory across TikTok Shop, Walmart Marketplace, and proprietary e‑commerce sites are reporting dramatically higher revenues and stronger customer loyalty, making multi‑channel expansion a strategic necessity.

Key Points

• Account‑suspension rate — About 35 % of merchants who sold only on Amazon experienced a suspension in 2024, often resulting in stranded inventory and lost sales.
• Revenue uplift — Sellers active on two or more marketplaces generate roughly 140 % more gross sales than those confined to Amazon alone.
• Retention advantage — Multi‑channel retailers retain approximately 90 % more shoppers over a 12‑month horizon because they can re‑engage buyers outside Amazon’s messaging limits.
• New audience access — TikTok Shop introduces a younger, video‑centric demographic that typically spends 30 % more per transaction than the average Amazon shopper.
• Risk diversification — Adding Walmart Marketplace and a direct‑to‑consumer (DTC) website spreads exposure, so a single platform’s policy change no longer cripples the entire operation.
• Operational complexity managed — Modern SaaS inventory tools synchronize stock levels across all channels in real time, mitigating the logistical challenges of multi‑channel selling.

How Multi‑Channel Selling Works

1. Channel selection — The seller evaluates complementary marketplaces based on product fit and audience overlap. Example: A skincare brand adds TikTok Shop to capture Gen‑Z video shoppers while keeping its Amazon storefront for established customers.
2. Unified inventory hub — A cloud‑based inventory management system links Amazon, Walmart, TikTok, and the brand’s own site, updating stock counts instantly after each sale.