Omnichannel sales implementation for website

Omnichannel Sales Implementation on Website

Omnichannel is not just sales on multiple platforms. It is a unified customer experience: customers see consistent prices, order history is available across all channels, and returns made on marketplaces can be processed through the website. Technically, this is a complex integration of multiple systems with a single source of truth.

Omnichannel System Components

                    ┌─────────────────────────────┐
                    │     Unified Commerce Core    │
                    │  (inventory, customers, orders)│
                    └──────────────┬──────────────┘
                                   │
            ┌──────────────────────┼──────────────────────┐
            │                      │                       │
     ┌──────▼──────┐      ┌────────▼───────┐    ┌────────▼────────┐
     │  Website/App│      │   Marketplaces │    │  Offline / POS  │
     │             │      │ Ozon WB YM     │    │    (if any)     │
     └─────────────┘      └────────────────┘    └─────────────────┘

Unified Customer Profile

class CustomerIdentityResolver
{
    // Merge customers from different channels
    public function resolve(array $customerData, string $source): Customer
    {
        // Search by email → phone → name + address
        $customer = null;

        if (!empty($customerData['email'])) {
            $customer = Customer::where('email', $customerData['email'])->first();
        }

        if (!$customer && !empty($customerData['phone'])) {
            $normalized = $this->normalizePhone($customerData['phone']);
            $customer   = Customer::where('phone_normalized', $normalized)->first();
        }

        if (!$customer) {
            $customer = Customer::create([
                'name'             => $customerData['name'],
                'email'            => $customerData['email'] ?? null,
                'phone_normalized' => $normalized ?? null,
                'source_first'     => $source,
            ]);
        }

        // Update channel identifiers
        $customer->channelIds()->updateOrCreate(
            ['channel' => $source],
            ['external_id' => $customerData['id'] ?? null]
        );

        return $customer;
    }
}

Unified Order History

// Customers see all their orders — from website and marketplaces — in their account
public function getOrderHistory(Customer $customer): Collection
{
    return Order::where('customer_id', $customer->id)
        ->with(['items.product', 'source_details'])
        ->orderByDesc('created_at')
        ->get()
        ->map(fn($order) => [
            'id'       => $order->id,
            'source'   => $order->source,
            'source_label' => $this->sourceLabel($order->source),
            'status'   => $order->status,
            'total'    => $order->total,
            'items'    => $order->items->count(),
            'date'     => $order->created_at->format('d.m.Y'),
        ]);
}

Unified Inventory with Channel Reservation

class InventoryManager
{
    // Channel reserves allow inventory distribution management
    private array $channelReservePercent = [
        'site'   => 40,  // 40% reserved for website only
        'ozon'   => 30,
        'wb'     => 20,
        'buffer' => 10,  // safety buffer
    ];

    public function getChannelAllocation(int $productId): array
    {
        $total = WarehouseItem::where('product_id', $productId)->sum('quantity');

        return array_map(
            fn($pct) => (int)floor($total * $pct / 100),
            $this->channelReservePercent
        );
    }
}

Unified Promotion Management

class OmnichannelPromotion
{
    public function apply(string $promoCode, Order $order): void
    {
        $promo = Promotion::where('code', $promoCode)->first();

        // Check applicability to order channel
        if (!in_array($order->source, $promo->applicable_channels)) {
            throw new PromoNotApplicableException("Promo code is not valid for {$order->source}");
        }

        // Apply discount
        $discount = $promo->calculateDiscount($order->total);
        $order->applyDiscount($discount, $promoCode);

        // Decrease available uses
        $promo->increment('used_count');
    }
}

Channel Analytics

SELECT
    source,
    COUNT(*)                    AS orders_count,
    SUM(total)                  AS revenue,
    AVG(total)                  AS aov,
    COUNT(DISTINCT customer_id) AS unique_customers
FROM orders
WHERE created_at > NOW() - INTERVAL '30 days'
GROUP BY source
ORDER BY revenue DESC;

Timeline

Basic Omnichannel system (3 channels, unified inventory, unified order history): 20–30 business days.