How to Build a Real Omnichannel Strategy | Alexander Lans (Amazon & Marketplace Consultant)

Scaling an e-commerce brand today requires far more than just launching a Shopify storefront or spending heavily on Meta ads. To protect margins and capture mass-market demand, brands must adopt a cohesive omnichannel strategy that connects DTC, Amazon, marketplaces, and physical retail. In this episode of Well Delivered, host Ben Eachus (Co-founder & CEO of Flowspace) sits down with e-commerce, CPG, and marketplace veteran Alexander Lans (former founder of OneStop Equine Shop, COO of League of Ecom, and marketplace lead at Wolfs and Freebird). Together, they break down the real friction behind omnichannel fulfillment, how to prevent the inventory "tug-of-war" between supply chain and marketing teams, the true impact of TikTok Shop spillover, and how AI-powered shopping agents (like Rufus / Alexa Shopping) are changing consumer discovery. 📌What you’ll learn: The Omnichannel Transition: Why going from DTC-first to multi-channel operations creates internal friction and how to align your teams. Strategic Channel Sequencing: Using DTC for proof of concept, Amazon for mass validation, and retail shelves for category scale. Omnichannel Fulfillment Dynamics: Balancing marketing promises with strict marketplace inventory constraints. TikTok Shop & Channel Spillover: Leveraging social proof to drive high-intent searches on Amazon and other platforms. AI Shopping Optimization: Adapting product pages and content for AI shopping engines like Rufus/Alexa Shopping. Multi-Touch Attribution: Overcoming cross-channel data silos to measure true customer journey value. Episode Timestamps: 00:00 Introduction 00:55 Building OneStop Equine Shop 02:55 Why brands struggle with omnichannel growth 04:03 Sequencing DTC, Amazon, and retail 05:34 Managing inventory and SKUs across channels 07:40 How Meta and Amazon influence each other 08:47 TikTok Shop and social commerce 11:00 AI’s growing role in product discovery 12:51 Building a strategy for every channel 14:34 Solving the cross-channel visibility gap 15:55 Closing thoughts Resources & Links: • Learn more about Flowspace: https://flow.space/ • Connect with Ben Eachus:   / beneachus   • Connect with Alex Lans:   / alexander-lans   #OmnichannelStrategy #OmnichannelFulfillment #EcommerceGrowth #AmazonFBA #SupplyChain #Logistics