The best e-commerce channels and multichannel strategies for 2026

If you are reading this guide, you are probably looking to expand your online business, but you are faced with an increasingly complex choice: where to sell? Your own website, marketplace, social media, mobile app? The answer, for 2026, is not 'one', but 'many, in a coordinated way'.

E-commerce is no longer a one-way street, but a real ecosystem. Industry studies indicate that customers who interact with a brand on three or more channels have significantly higher lifetime value and greater loyalty.

Cuborio'se-commerce consultants have prepared this practical 3-point guide to successfully navigating the multichannel era, identifying the most promising e-commerce channels for the coming year, and building an integrated strategy that reduces complexity and maximises results for your business.

What are e-commerce channels? The foundation of your online success in 2026

To build a winning strategy for your e-commerce business, let's start with the basics. An e-commerce channel is any digital touchpoint through which a customer can discover, interact with and ultimately purchase a product or service.

We can divide them into two macro-categories:

• Direct (or Proprietary) Channels: These are the ones you have full control over. The main one is your proprietary e-commerce website, the true heart of your digital presence. It is your main showcase, where you define the customer experience, own all the data and build a direct relationship with your audience. Equally important are dedicated mobile apps, which offer an optimised, 'always at your fingertips' experience, facilitating push notifications and quick purchases.
• Indirect (or Third-Party) Channels: These are platforms owned by other parties on which you decide to be present in order to reach their large, established audience. This category includes multi-vendor marketplaces (where multiple sellers offer products in a single virtual location) and social commerce platforms, which integrate direct purchasing functionality within social networks.

The choice between B2B (Business-to-Business) and B2C (Business-to-Consumer) e-commerce strongly influences the selection of channels. B2B strategies often favour proprietary websites with complex features (customised price lists, wholesale order management) and specialised vertical marketplaces. B2C, on the other hand, ranges more widely between proprietary websites, generalist marketplaces and social commerce, aiming for maximum visibility and ease of purchase.

That's why we can't overlook the dominant role of m-commerce (mobile commerce). Today, most online visits and purchases are made via smartphones. Every channel, from your website to your social media experience, must be designed first and foremost to be perfect on mobile: intuitive interfaces, lightning-fast loading times and simplified checkout.

The best e-commerce channels for 2026: a strategic overview

2026 looks set to be a year in which smart diversification will be key. It's not about being everywhere at all costs, but about choosing the channels that align with your business and your ideal customer.

The table below provides a summary to help you navigate.