Choosing online channels: what to assess

Assess the fit with customers and products

Channel selection should begin with customer behaviour and product characteristics. Consider how target customers discover a need, learn about products and make purchase decisions, then assess the role each channel can play.

A channel that helps people discover your brand may not support every part of the purchase decision. Define its place in the customer journey rather than expecting every channel to achieve the same objective.

Assess content and service capabilities

Channels can have different requirements for product information, images, video and customer communications. Before committing, confirm that your team can consistently provide suitable content and service.

Separate one-off launch tasks from ongoing maintenance. Your plan should specify which existing materials can be used and who will be responsible for updates and customer responses.

Understand costs and operating requirements

Consider channel fees, content production, daily operations, customer service and fulfilment together. Check the relevant channel's official guidance for current fees and rules when making a decision.

Compare costs in the context of your expected business scale and available resources. Avoid choosing on the basis of one low-cost item or assuming another brand's operating model will suit your business.

Build a manageable channel mix

Start with a small number of channels that each have a clear role, leaving resources for content, operations and review. The value of a channel mix comes from how the channels work together, rather than their number.

Define each channel's objectives, ownership and measurement approach. Use actual feedback to decide whether to continue investing, adjust its role or pause further expansion.

Before you act: a checklist

• Why would your target customers use this channel?
• What role does it play in the customer journey?
• Can your team sustain the required content and service?
• Have you considered the full cost structure?
• Does each channel have a clearly defined role?