Growth & Sales

How Omnichannel Marketing Automation Helps Mid-Market Brands Scale

By FoxEcom team March 4, 2025

E-commerce is growing fast, and mid-market businesses need smart ways to keep up with rising customer expectations. One of the best ways to do this is through omnichannel marketing automation, a strategy that connects all your marketing channels and automates key tasks to create a smooth, personalized experience for customers.

Businesses using omnichannel strategies grow faster, with studies showing they increase revenue nearly three times more than those that don’t. For mid-sized brands looking to scale, automation helps save time, boost engagement, and improve sales without extra manual effort.

In this article, we’ll cover:

What omnichannel marketing automation is and how it works
Key benefits for mid-market businesses looking to grow
Top platforms that help businesses automate their marketing
Best practices to maximize your success

Let’s dive in!

What is Omnichannel Marketing Automation?

Omnichannel marketing automation is a smart way to connect all your marketing channels—like email, social media, SMS, and your website—so they work together seamlessly. Instead of handling each channel separately, automation tools help you track customer behavior, personalize messages, and engage customers at the right time, all without extra manual work.

Source: Pravaah Consulting

Many businesses use multiple channels to reach customers, but there’s a big difference between multichannel and omnichannel marketing.

Multi-channel marketing means using different platforms (email, social media, SMS, etc.), but they don’t always work together. A customer might see one message on Instagram and a completely different one via email.
Omnichannel marketing ensures that all channels are connected and deliver a consistent experience. If a customer views a product on your website, they might later get a personalized email or SMS reminder about it, rather than a generic promotion.

For mid-market businesses, omnichannel marketing automation helps:

Deliver a seamless customer experience across all touchpoints
Use real-time data to send the right message at the right time
Boost conversions and sales with personalized recommendations

By integrating automation, businesses can build stronger relationships with customers, increase retention, and drive long-term growth—all while reducing manual work.

Benefits of Omnichannel Marketing Automation for Growing Businesses

According to Harvard Business Review, customers who shop through multiple channels spend more on average than those who don't. Additionally, the Aberdeen Group found that businesses with good omnichannel strategies grow their revenue nearly three times as much as those without.

In today's competitive e-commerce landscape, mid-market businesses must go beyond offering quality products; they need to deliver exceptional customer experiences. Implementing omnichannel marketing automation enables businesses to save time, enhance efficiency, and boost sales by ensuring that every customer interaction is personalized and relevant.

Here’s how omnichannel marketing automation can transform your business:

Increased Customer Experience

Engaging customers across multiple touchpoints—such as websites, emails, social media, and SMS—can be challenging. Omnichannel marketing automation ensures that customers receive timely, personalized messages based on their behaviors, significantly enhancing engagement. In fact, companies utilizing omnichannel strategies achieve a 9.5% year-over-year increase in annual revenue, compared to 3.4% for those that don't.

Example: A customer browses a skincare product on your website but doesn’t make a purchase. With marketing automation for B2C, they receive a personalized email reminder with user reviews and a special SMS discount, increasing the chances of conversion.

Higher Customer Retention & Loyalty

Retaining existing customers is more cost-effective than acquiring new ones. Omnichannel marketing automation enables businesses to set up loyalty programs, send personalized offers, and follow up at optimal times, ensuring customers feel valued and return. According to Aberdeen Group, brands using omnichannel marketing automation experience an over 90% higher customer retention rate.

Why you need an omnichannel marketing strategy

Source: GSM

Example: A fashion brand uses B2C marketing automation to send post-purchase emails with styling tips and a "VIP early access" discount for their next collection, keeping customers engaged and loyal.

More Efficient Marketing Operations

Managing multiple marketing channels manually is time-consuming and prone to errors. Omnichannel B2C marketing automation streamlines these processes, allowing businesses to automate customer segmentation, campaign scheduling, and follow-ups.

Example: An online pet supply store uses B2C marketing automation to segment customers based on pet type. A dog owner automatically receives tailored product recommendations for dog food and accessories rather than generic marketing emails.

More Efficient Marketing Operations

Did you know automated emails have a 70.5% higher open rate and a 152% higher click-through rate than generic emails?

Source: Pinterest

Personalized marketing efforts lead to higher conversion rates. By automating emails, SMS, and retargeting ads based on customer behavior, businesses can effectively turn prospects into customers, enhancing ROI.

Example: If a customer abandons their cart, they receive a series of automated follow-ups—such as an email reminder, a limited-time discount, or an SMS message—encouraging them to complete their purchase.

Better Decision-Making with Real-Time Data

The global marketing automation market is projected to grow from USD 5.78 billion in 2023 to USD 13.50 billion by 2030, indicating increasing reliance on data-driven marketing solutions.

Access to real-time analytics allows businesses to monitor campaign performance and customer interactions, facilitating informed decision-making and strategy adjustments.

Example: Analytics reveal that SMS campaigns have higher conversion rates than emails. Consequently, businesses can allocate more resources to SMS marketing to maximize ROI.

Why This Matters for Growing Brands

Unlike small businesses that rely on manual marketing or large corporations with massive teams, mid-market businesses need scalable solutions to grow efficiently. Omnichannel B2C marketing automation provides a data-driven, personalized approach that helps businesses attract, engage, and retain customers while staying ahead of competitors.

Omnichannel Marketing Automation Platforms for E-commerce Businesses

Choosing the right B2C marketing automation platform is crucial for mid-market businesses looking to scale efficiently, increase conversions, and improve customer retention. The best platforms help you connect multiple channels, automate workflows, and provide deep insights into customer behavior.

Here are the top 5 omnichannel marketing automation platforms to consider.

Why Shopify Plus Stands Out for Growing E-Commerce Brands

After reviewing the top omnichannel marketing automation platforms, it’s clear that each platform has its strengths, from Adobe Commerce’s deep customization to Salesforce Commerce Cloud’s advanced CRM integration. However, for mid-market businesses looking to scale efficiently, Shopify Plus offers the perfect balance of enterprise-grade features and affordability without the complexity of a full enterprise solution.

Source: Vsourz

Here’s why Shopify Plus is the ideal choice for brands that are outgrowing standard e-commerce platforms but don’t want the high cost or development requirements of an enterprise system:

Built-in marketing automation: Shopify Flow, Launchpad, and Scripts provide automation without third-party dependencies.
Enterprise-level scalability: Handles high-traffic sales events, multi-store expansion, and international selling without downtime.
Multi-channel selling made easy: Sell on multiple channels and marketplaces like Amazon, Facebook, Instagram, TikTok, and in physical stores, all managed from one platform.
Optimized for conversions: Shopify’s one-click checkout (Shop Pay) converts up to 36% better than standard checkouts.
Lower total cost of ownership: No hidden fees, no need for extensive IT teams, and flat-rate pricing that scales with your business.

With Shopify Plus, mid-market brands get the automation, scalability, and efficiency of an enterprise platform—but at a price and complexity level that makes sense for a growing business.

If you’re ready to scale, Shopify Plus is the most strategic investment to take your brand to the next level.

Top Case Studies Using Shopify Plus to Stand Out

Allbirds

As Allbirds rapidly grew, it needed a flexible and scalable eCommerce solution to support its global expansion. Shopify Plus helped by:

Providing seamless multi-store expansion: Allowed Allbirds to sell internationally with localized storefronts and multi-currency support.
Enhancing site performance: Handled high-traffic surges and optimized the shopping experience across markets.
Simplifying backend operations: Automated workflows and streamlined e-commerce management at scale.

With Shopify Plus, Allbirds successfully scaled into a global, high-growth brand without enterprise-level complexity or cost.

Source: Shopify

Coravin

Coravin, a pioneer in wine preservation technology, transitioned from a self-hosted Adobe Commerce (Magento) platform to Shopify Plus to enhance their eCommerce operations. This strategic move led to significant improvements, including:

Reduced Total Cost of Ownership: By migrating to Shopify Plus, Coravin decreased their operational expenses by over 50%.
Improved Site Performance: Post-migration, Coravin experienced enhanced site stability with a 99.9% uptime, ensuring a reliable shopping experience for customers.
Streamlined Operations: The unified platform simplified processes for Coravin's customer service team, consolidating multiple systems into one and improving efficiency.

By adopting Shopify Plus, Coravin not only optimized their operational efficiencies but also positioned themselves for scalable growth in the global market.

Source: Shopify

4Ocean

4Ocean, dedicated to ocean preservation, initially launched on Shopify but later transitioned to BigCommerce, anticipating better support for their rapid growth. This move, however, led to significant challenges, including an 80% drop in organic web traffic and increased operational costs due to extensive development requirements. Recognizing these issues, 4ocean returned to Shopify Plus, resulting in:

Cost Savings: Eliminated unnecessary development expenses, saving tens of thousands of dollars.
Operational Efficiency: Leveraged Shopify's native functionalities, reducing reliance on external developers and allowing the team to focus on their core mission.
Revenue Growth: Utilized Shopify's extensive app ecosystem to seamlessly add new sales channels and features, driving additional revenue.

By migrating back to Shopify Plus, 4Ocean streamlined their operations, reduced costs, and refocused on their mission to clean the oceans.

Source: Shopify

🔥 Hot Deals

When you sign up for Shopify Plus through FoxEcom, we’ll personally assist you in connecting with Shopify, ensuring your application gets priority and you receive the best possible service.

🎁 Bonus: As a thank-you, you’ll receive the Megamog theme—built for large inventory stores—to help you scale seamlessly.

Best Practices for Effective Omnichannel Marketing Automation Strategy

Unify Customer Data Across All Channels

Your customers interact with your brand across multiple platforms—your website, mobile app, social media, email, and even in-store. Without a centralized system, it's difficult to deliver a consistent and personalized experience.

Use Shopify Plus and CRM tools to consolidate customer data into a single view.
Sync real-time insights across email, SMS, social media, and website interactions.
Eliminate data silos to ensure seamless, personalized marketing at every stage.

When your data is connected, customers receive relevant messages tailored to their behaviors rather than generic mass communication.

Segment and Personalize Marketing Efforts

Not all customers are the same. Personalization increases engagement and conversion rates by ensuring that each message speaks directly to the recipient.

Segment customers based on browsing history, purchase patterns, and engagement levels.
Automate personalized campaigns using Shopify Flow or Omnisend.
Offer exclusive deals or recommendations to high-value or returning customers.

For example, a customer who buys a premium skincare set might receive a follow-up email recommending a complementary moisturizer, rather than a generic promotion.

Automate the Customer Journey for Higher Engagement

Automation ensures customers receive the right message at the right time, increasing retention and sales. Instead of manually sending follow-ups, use omnichannel marketing automation solutions to create intelligent workflows.

Recover abandoned carts by triggering reminder emails and SMS with special incentives.
Automate post-purchase sequences to encourage reviews and repeat purchases.
Send behavior-based upsell recommendations at key decision points.

By automating engagement touchpoints, businesses maintain consistent interactions while reducing manual workload.

Optimize Channel Performance and Messaging

Each channel has a different purpose and audience, so marketing efforts should be adapted for effectiveness. What works on email may not perform the same on SMS or social media.

Leverage email for detailed offers and storytelling (exclusive launches, product education).
Use social media to engage and retarget audiences (dynamic ads, influencer collaborations).
A/B test different messaging formats to determine the best-performing content for each channel.

A strong omnichannel marketing automation strategy ensures that customers experience a cohesive journey, regardless of the platform they engage with.

Monitor Analytics and Continuously Improve

Marketing automation isn’t a one-time setup—it requires constant analysis and optimization to stay effective. By tracking key performance indicators (KPIs), businesses can adjust strategies based on real-time insights.

Monitor metrics like conversion rates, engagement levels, and customer lifetime value (CLV).
Leverage Shopify Plus analytics to track customer interactions across channels.
Adjust campaigns based on data-driven insights rather than assumptions.

Regular optimization ensures that marketing efforts stay relevant and drive maximum ROI.

A strong omnichannel marketing automation strategy allows businesses to scale efficiently, improve customer retention, and increase sales—without requiring constant manual effort. For a more detailed breakdown, visit our guide on omnichannel marketing strategies.

Conclusion

For mid-market e-commerce brands, scaling successfully means delivering seamless, automated customer experiences across all channels. With Shopify Plus, businesses can unify data, automate workflows, optimize multi-channel sales, and grow without enterprise-level costs.

Want more insights? Explore expert e-commerce guides on FoxEcom’s blog.

FoxEcom team

Creator of top 4 Shopify themes and 2 shining apps

Hello there! We're FoxEcom, a team of eCommerce enthusiasts, entrepreneurs, and hard-working bees. We're proud to have served 12,000+ happy customers and brands globally, helping them generating millions of revenues. Welcome to our go-to hub for news, knowledge, and insights about all things eCommerce, Design, and Marketing!

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How Omnichannel Marketing Automation Helps Mid-Market Brands Scale

What is Omnichannel Marketing Automation?