There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
Fortnum and Mason have bucked the trend of enterprise vendor e-commerce platforms and opted for a lesser known, open source platform called Spree Commerce.