Basically, omnichannel just means making it super easy for people to shop however they want , online, in a store, on their phone, whatever works for them. Having an e-commerce site is a huge part of that. Like, someone might scroll through your site at home, buy something, then pick it up at the store. Or they could return it in person if it doesn't work out. It's all about connecting the dots so everything feels smooth and easy.