The Top Three Challenges of Running eCommerce Alongside Offline Sales—and How to Overcome Them

Adding an eCommerce channel is a fantastic way for businesses with primarily offline sales (such as phone or email orders) to boost revenue with minimal additional cost. However, balancing both online and offline operations introduces specific challenges.

1. Synchronizing Inventory Levels

The Challenge: Keeping inventory accurate across both online and offline channels to avoid overselling.

Example: Imagine a customer purchases the last item over the phone, but the website still lists it as available—leading to frustration for online shoppers.

The Solution: Use inventory synchronization tools. Options include:

• Zapier or other integration platforms.

• Custom API connections tailored to your systems.

  
  

Built-in synchronizing tools in the offline system.

2. Maintaining Product Details and Pricing Consistency

The Challenge: Ensuring product information and pricing are consistent across platforms. Manually updating both systems can be time-consuming and error-prone.

Example: Updating a product catalogue for price changes or new items requires double effort—first in the offline system, then online.

The Solution: Automate synchronization using:

• Tools like Zapier for seamless updates.

• Custom-built API connection tools.

• Spreadsheet uploads into your eCommerce system.

Built-in synchronization features in platforms such as Zigaflow’s Shopify inventory tool, or BrightPearl’s integration.

3. Handling On-Account Customers

The Challenge: Many offline customers who pay on terms (e.g., 30-day credit) will not want to use a credit card for online purchases.

Example: A long-term client accustomed expects to be online and offline purchases to use the same credit methods and terms.

The Solution:

• Implement a client portal for on-account customers to manage their orders.

• Use eCommerce solutions with B2B functionality, such as Shopify’s B2B tools, to accommodate flexible payment terms.

Why Not Use a Single System?

While it might seem simpler to use one software solution for both online and offline sales, this approach isn’t always practical. As processes grow more complex, fewer systems can handle the combined demands of eCommerce and offline order management.

For businesses with intricate workflows, retaining the robustness of an offline system often makes more sense. The key is to connect it seamlessly with an eCommerce platform.

What to Look For in a Solution

For eCommerce-First Businesses:If your primary focus is online orders and shipping, many eCommerce platforms offer all the tools you need without requiring additional systems.

For Complex Internal Operations:Businesses with detailed order management requirements should prioritize a comprehensive business management system that:

• Integrates easily with eCommerce platforms.

• Synchronizes inventory, product details, and orders across channels.

Already Have an Offline System You Can’t Move From?

If switching systems isn’t an option, solutions like custom APIs connectors, Zapier, or similar integration tools can bridge the gap and ensure optimal functionality.

By addressing these challenges with the right tools and strategies, businesses can effectively manage eCommerce and offline sales together bringing in more revenue.