Your channels tell different stories. Read them together.

The moment a shop starts selling online, its numbers split into parallel worlds. The shop till says one thing, the web store another, the marketplace a third — each in its own dashboard, each with its own definition of a good week. Read separately, they routinely mislead.

Migration masquerades as decline

The classic error: a product "dying" in-store while quietly thriving online. Read only the shop numbers and you delist a product that was actually growing — its customers just moved channels. The reverse error kills too: pouring marketing into a channel whose growth is pure cannibalisation, the same customers you already had, now buying where the fees are higher.

Which is the real omnichannel question — not "which channel is growing?" but "what does each channel actually keep?" A £30 sale is not a £30 sale everywhere. In-store it carries rent and staff. On your own site it carries payment fees, packaging, postage and the returns rate. On a marketplace it carries commission on top of all that. Same product, same price — the contribution left behind can differ by half, and volume dashboards will never tell you. That per-channel honesty is the same discipline we argued for in Gross margin lies to you, applied one level up.

Three cross-channel reads worth running monthly

Product × channel contribution. Which products earn where. Some products deserve to be online-only; some should never leave the shop floor. Few owners have ever seen this table.

Returns by channel. Online returns of a product that never comes back in-store usually mean a description or sizing problem, not a product problem — returns talk, and they talk in channel accents.

**The channel each *customer* prefers.** A regular who buys in-store and browses online is one person, not two — count them twice and both channels look weaker than the relationship actually is.

Kauzio reads the channels as one business — one product's whole story, one customer's whole story, contribution counted per channel — because that is the only altitude from which the migration patterns are visible at all. Channels are viewpoints, not businesses. The business is the thing they are all looking at.