Omnichality as an online and offline trade development driver

The article highlights the main aspects of a relatively new phenomenon not only for the domestic sector of commerce, but also for the world community - omnichannel technology. The omnichannel approach implies the integration of all channels of interaction with the consumer in a single system. Positive aspects are reflected that are achieved during the implementation of the described model in the work of omni retailers, and the experience of using the tool in both domestic and foreign companies is considered. Recommendations on the introduction of omnichannel not only in the activities of e-commerce companies, but also in retail enterprises are proposed.