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Introducing omnichannel opportunities for natural products brands

Article-Introducing omnichannel opportunities for natural products brands

Betsy McGinn of McGinn eComm Consulting embarked on the e-commerce path 12 years ago with then-emerging brand Seventh Generation. In this Natural Products Expo West 2019 session, she introduces the concept of omnichannel and gives an insightful overview of today’s marketplace and why e-commerce isn’t necessarily the villain, despite 12,000 retail stores closing in 2018.

"There’s an incredible opportunity as the barriers to entry go away and as people lose trust in conventional brands.”
—Betsy McGinn, McGinn eComm Consulting


  • Some 87% of sales are still happening in brick-and-mortar retail stores.
  • Learn the definition of omnichannel.
  • “It’s not just about selling in different or multiple channels, it’s more about connecting with the consumer where they live," according to Hubspot.
  • In the last eight years, the top 25 grocery companies have lost $18 billion in market share.
  • Emerging brands are growing by 19%, while conventional brands are declining at the same rate. 

This session—Fueling Sales in an Omnichannel World: Introduction and Overview—was recorded at Natural Products Expo West 2019. 

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