Multichannel and omnichannel retailing are two terms that are often confused with one another. Omnichannel retailing is a strategy where –  unlike a traditional multichannel retailing strategy – sales channels are closely linked to each other, operating with a single shared inventory and returns process.  For example, in a typical multichannel retailing strategy, a customer wanting to return an item they purchased online will need to follow the online return and refund policy and won’t be able to return the item at the physical storefront. However, an omnichannel retailing strategy makes this possible and makes for a more seamless customer experience.