Omni-channel is a way for companies to sell goods or services by integrating physical, e-commerce and m-commerce channels in order to satisfy the needs of consumers to buy at any time, in any place, in any way, and provide customers with a non-discriminatory buying experience.

Omni-channel has three major characteristics: full, comprehensive, and full line

Full, a consumer from contact with a brand to the final purchase process, the whole process will have five key links: search, comparison, order, experience, share, the enterprise must be in these key nodes to maintain the whole process with the consumer, the zero-distance contact;

comprehensive, the enterprise can track and accumulate The whole process of consumer shopping data, in the process of timely interaction with consumers, to grasp the changes in consumer decision-making in the purchase process, to give consumers personalized advice to enhance the shopping experience;

Omni-channel, the development of the channel has gone through a single-channel era that is the single-channel, decentralized channel era that is the development of the multi-channel stage, to arrive at the full coverage of the channel that is the on-line and offline omni-channel stage. This omni-channel coverage would include the integration of physical channels, e-commerce channels, mobile commerce channels online and offline.