The 8 Best Multichannel Selling Tools Compared: Who’s Leading in 2025?

Multichannel selling means listing your products on multiple online marketplaces — such as Amazon, eBay, or OTTO — alongside your own webshop. The goal? Maximize reach, attract new customer segments, and unlock greater revenue potential.

But with an overwhelming number of multichannel solutions on the market, choosing the right one can be challenging. Each tool offers different features, levels of complexity, and pricing models. And the tool you pick could make or break your success in e-commerce.

So which multichannel software stands out in 2025 — and which one is right for your business? Let’s find out.

Contents

Quick Summary: Key Takeaways at a Glance

Why should I start selling via multichannel? Opportunities and benefits explained

Which Multichannel Tool Will Lead the Pack in 2025? A Comparison Based on 9 Key Criteria

Ranking: magnalister Named Best Multichannel Tool for Online Marketplace Integration in 2025

1st Place: magnalister

2nd Place: Channable

3rd Place: Plentymarkets

4th Place: Rithum (formerly: ChannelAdvisor)

5th Place: Brickfox

6th Place: Sellbrite

7th Place: Codisto (Shopify Marketplace Connect)

8th Place: ChannelEngine

Overview: Multichannel Tools Place 1 to 8

Conclusion

FAQ

Quick Summary: Key Takeaways at a Glance

• Multichannel pays off: According to IDC, merchants who sell through multiple sales channels increase their revenue by up to 143% on average — while also reducing dependency on any single marketplace.
• magnalister takes the top spot: With its user-friendly interface, powerful features, fair pricing, and broad marketplace coverage, magnalister ranks highest across nearly all categories.
• Plentymarkets, Rithum & ChannelEngine offer strong enterprise-level solutions, but are often complex to set up and less beginner-friendly.
• Channable is ideal for data-driven merchants and excels in feed management and marketing integrations — though it comes at a higher price point.
• Big differences in pricing models: While some tools offer free trials or affordable entry packages (e.g., magnalister, Sellbrite), others rely on custom pricing, which can be a barrier for smaller sellers.
• Conclusion: For small to medium-sized merchants seeking a stable, scalable, and easy-to-use multichannel solution, magnalister is the clear winner.

Why should I start selling via multichannel? Opportunities and benefits explained

Multichannel selling is becoming increasingly important in modern ecommerce. Especially at a time when consumers shop across a wide variety of platforms, it’s more crucial than ever for merchants to offer their products through multiple channels.

It’s not just about reaching as many potential customers as possible — it’s also about leveraging the unique strengths of each marketplace. This approach helps tap into new target groups, unlock revenue potential, and reduce dependency on a single sales channel.

Here’s why it pays to expand your sales channels:

• Reach more customers: Listing your products on leading platforms like Amazon, eBay, or OTTO puts them in front of millions of active buyers — instantly increasing your reach.
• Grow your revenue: According to IDC, sellers using three or more sales channels see average revenue growth of up to 143% compared to those using a single channel (Source: IDC Retail Insights, 2021).
• Reduce dependency: Relying on just one platform is risky. Multichannel selling diversifies your revenue streams and cushions the impact if one channel underperforms.
• Improve customer satisfaction: Shoppers love convenience. By offering your products on their favorite marketplaces, you make it easier for them to buy — and more likely they’ll come back.
• Strengthen your brand: A presence on trusted platforms enhances your brand’s credibility, builds trust, and fosters long-term customer relationships.

Bottom line: Multichannel selling isn’t just about selling more — it’s about selling smarter.

Which Multichannel Tool Will Lead the Pack in 2025? A Comparison Based on 9 Key Criteria

To help merchants choose the right multichannel software, we’ve compared some of the leading tools on the market. Our ranking is based on nine key evaluation criteria:

• Number and quality of marketplace integrations
  How many major marketplaces (e.g. Amazon, eBay, OTTO) are supported — and how stable and reliable are the connections?
• API interfaces and integration capabilities
  How well does the tool integrate with popular shop systems (such as Shopify, WooCommerce, Shopware) and ERP platforms?
• Automation and workflow options
  Does the software allow you to automate tasks such as order imports, inventory syncing, and price updates?
• Ease of use & onboarding
  Is the tool user-friendly and intuitive in day-to-day operations? How fast and easy is the initial setup?
• Feature depth and additional functionality
  Which essential features and extras (like reporting, inventory management, or invoice automation) are included?
• Value for money & pricing structure
  Is the pricing model transparent and fair compared to the functionality provided?
• Customer service & support quality
  How responsive and helpful is the provider’s support team? Is multilingual support available?
• User reviews & customer satisfaction
  What do current users say about the tool? How is it rated on trusted platforms?

Ranking: magnalister Named Best Multichannel Tool for Online Marketplace Integration in 2025

1st Place: magnalister

magnalister is one of the most experienced multichannel integration providers on the market, offering one of the most comprehensive feature sets in the industry. Since 2009, magnalister has helped online merchants efficiently list their products on a wide range of marketplaces while automating key processes end-to-end. The platform stands out not only for its technical reliability but also for its ease of use and excellent customer support.

Key strengths of magnalister:

• Broad marketplace coverage, including Amazon, eBay, OTTO, Kaufland, METRO, Cdiscount, and more (over 20 national and international marketplaces in total)
• Seamless integration with leading shop systems like Shopware, Shopify, WooCommerce, PrestaShop, Adobe Commerce, Magento, Gambio, and more
• Robust automation for order and inventory management
• User-friendly interface and fast setup (plug & play)
• Comprehensive feature catalog including product upload, order import, price and inventory sync, invoice automation, order status updates, and more
• Transparent and fair pricing (free starter plan and 30-day trial; monthly plans range from €39 to €119 depending on merchant needs)
• Excellent multilingual customer support with top-rated service

magnalister Core Features at a Glance:

• Product Upload: Publish items to marketplaces directly from your webshop
• Price Sync: Automatically or individually adjust prices per marketplace
• Inventory Sync: Keep stock levels up-to-date across all channels
• Automatic Order Import: Import and manage marketplace orders in your shop backend
• Attribute Mapping: Match product variants and features to marketplace attributes
• Order Status Sync: Automatically update marketplaces with status changes like “shipped” or “cancelled”
• Invoice Upload: Send invoices from your shop or generated via magnalister to marketplaces
• Interface Customization: Tailor the plugin to your needs using hook points

Recommended for:

All merchants, from SMEs to larger online shops, who are looking for a stable, powerful, and cost-effective multichannel solution.

What Do Customers Say About magnalister?

Customer satisfaction is consistently high across multiple platforms. Users especially praise the tool’s ease of setup, comprehensive functionality, and responsive support team.

⭐️ 4.8 out of 5 stars on Google Reviews¹
⭐️ 4.8 out of 5 stars on Trustpilot²
⭐️ 4.7 out of 5 stars in the Shopware Extension Store³
⭐️ 4.2 out of 5 stars in the Shopify App Store

These ratings show that magnalister delivers more than just features — it delivers confidence, satisfaction, and success for thousands of merchants in daily use.

“We’ve worked with magnalister for several years and can only say: reliable, affordable, and highly recommended. Excellent marketplace connectivity for online shops, and whenever we have questions, their support is fast and personal.” — Dirk Böhmann⁴

2nd Place: Channable

Channable is a flexible tool for feed management and multichannel selling, with a strong presence in international ecommerce. It’s ideal for merchants who want to tailor product data and distribute it across multiple platforms, including Amazon, eBay, and price comparison websites.

Key strengths of Channable:

• Feed editor with rule-based mechanisms for customized data management
• Integration with shop systems such as Shopify, WooCommerce, and Magento
• Automatic updates for prices and stock levels
• Built-in integration with advertising platforms like Google Ads
• Cloud-based, intuitive interface
• Pricing model: Around €300/month for mid-sized businesses (pricing depends on product volume)

Recommended for:

Internationally focused merchants who want to market their products via ad platforms like Google Ads in addition to marketplaces.

What do customers say about Channable?

Channable receives largely positive reviews, especially for its user-friendly interface and flexible data management. Users highlight time savings through automation, though some reviews point to occasional issues with customer service.^{5 6 7}

3rd Place: Plentymarkets

Plentymarkets is a comprehensive ERP system with built-in multichannel capabilities. It’s primarily designed for medium to large retailers looking for an all-in-one solution that covers their webshop, inventory management, and marketplace integrations.

Key strengths of Plentymarkets:

• Key strengths of Plentymarkets:
• Integrated inventory management and CRM functionalities
• Connections to numerous national and international marketplaces
• Extensive configuration and customization options
• Supports multichannel sales, point-of-sale systems, and fulfillment
• Pricing model: Not transparently listed on the website — must be requested individually by the merchant⁸

Recommended for:

Merchants with strong technical know-how who need an all-in-one ecommerce solution.

What do customers say about Plentymarkets?

Plentymarkets is praised for its wide range of features, though user feedback is mixed when it comes to usability and customer support.^{9 10}

4th Place: Rithum (formerly ChannelAdvisor)

Rithum – formerly known as ChannelAdvisor – is a multichannel platform tailored to large retailers and brands with high transaction volumes. The software offers extensive integrations, powerful automation, and robust reporting tools designed for international commerce.

Key strengths of Rithum:

• Connections to a wide range of international marketplaces
• Powerful tools for data feeds, inventory, and pricing management
• Comprehensive reporting and analytics features
• Advanced automation and API integrations
• Pricing model: Not transparently listed on the website — pricing must be requested individually¹¹

Recommended for:

Large enterprises with high data volumes and global sales strategies.

What do customers say about Rithum?

Rithum is praised for its scalability and marketplace reach, but it is considered complex to set up and is priced in the premium segment.^{12 13 14}

5th Place: Brickfox

Brickfox is a German multichannel solution focused on marketplace and ERP system integrations. It’s especially popular among retailers targeting German-speaking markets.

Key strengths of Brickfox:

• Integration with marketplaces such as Amazon, eBay, OTTO, Kaufland, and more
• Interfaces to ERP systems like JTL, weclapp, or Microsoft Dynamics
• Centralized management of inventory and orders
• Tailored to the needs and workflows of German merchants
• Pricing model: Between €460 and €1,750 per month (depending on the number of orders and SKUs)¹⁵

Recommended for:

Merchants focusing on the DACH region and using ERP integrations.

What do customers say about Brickfox?

Brickfox is described as a solid and reliable solution, especially in combination with established ERP systems. However, setup may require technical expertise.^{16 17 18}

6th Place: Sellbrite

Sellbrite is a cloud-based multichannel solution from the U.S. that focuses on ease of use and fast marketplace integration. It’s especially beneficial for small to medium-sized merchants thanks to its simple setup and clearly structured interface.

Key strengths of Sellbrite:

• Integrations with marketplaces like Amazon, eBay, Walmart, and Etsy
• Compatible with Shopify, BigCommerce, and other shop systems
• Centralized management of inventory, listings, and orders
• Intuitive user interface, ideal for beginners
• Pricing model: Free starter plan, then between $29 and $179 per month (depending on the number of orders)¹⁹

Recommended for:

Small retailers looking for a simple and cost-effective solution for international sales.

What do customers say about Sellbrite?

Users praise its ease of use and fast onboarding. However, some mention limited functionality for more complex needs.^{20 21 22}

7th Place: Codisto (Shopify Marketplace Connect)

Codisto – now known as Shopify Marketplace Connect – is designed specifically for Shopify merchants who want to sell their products on marketplaces like Amazon, eBay, or Walmart directly from the Shopify backend. The app is fully integrated into Shopify and allows sellers to manage listings, inventory, and orders directly within the shop interface.

Key strengths of Shopify Marketplace Connect:

• Seamless integration with the Shopify backend
• Marketplace connections for Amazon, eBay, Walmart & Google Shopping
• Real-time synchronization of inventory and pricing
• No separate platform required – everything is managed within Shopify
• Pricing model: Free to activate via the Shopify App Store – requires a Shopify subscription (ranging from €24 to €289 per month)²³

Recommended for:

Shopify merchants looking for a streamlined solution to sell on marketplaces.

What do customers say about Codisto?

Codisto / Shopify Marketplace Connect receives positive feedback for its deep integration with Shopify and ease of use. Some users note limited flexibility for more complex scenarios.^{24 25 26}

8th Place: ChannelEngine

ChannelEngine is a powerful enterprise solution for international multichannel sales. The platform is primarily geared toward larger merchants and brands aiming to scale their marketplace presence globally. With numerous integrations, extensive control features, and API connectivity, ChannelEngine is ideal for complex system landscapes.

Key strengths of ChannelEngine:

• Integration with over 200 international marketplaces
• Comprehensive API for custom system connections
• Centralized management of pricing, inventory, and product data
• Specifically designed for enterprise-level requirements
• Pricing model: Not transparently listed on the website – pricing is provided upon individual request.²⁷

Recommended for:

Large businesses with global ambitions and in-house IT infrastructure.

What do customers say about ChannelEngine?

ChannelEngine is praised for its scalability and flexibility. However, setup and ongoing use require technical expertise, which may overwhelm smaller merchants.^{28 29}

Overview: Multichannel Tools Place 1 to 8

 

Tool	Marketplaces	Shop Integrations	Automation	Features	Usability	Costs
magnalister	✅	✅	✅	✅	✅	✅
Channable	✅	✅	✅	✅	✅	✅
Plentymarkets	✅	✅	⚠️	✅	⚠️	⚠️
Rihum	✅	✅	✅	⚠️	✅	❌
Brickfox	⚠️	⚠️	⚠️	⚠️	⚠️	⚠️
Sellbrite	✅	✅	✅	✅	✅	✅
Codisto	✅	⚠️	⚠️	✅	⚠️	⚠️
ChannelEngine	✅	⚠️	✅	✅	⚠️	❌

 

Legend:
✅ = Highly developed | ⚠️ = Moderately developed | ❌ = Less developed

Conclusion

When compared directly, magnalister comes out on top among the eight multichannel tools reviewed. While solutions like Plentymarkets offer robust all-in-one ERP systems and Rithum stands out with powerful enterprise features, they often fall short in terms of usability, setup speed, and accessibility for smaller merchants. Channable is strong in feed optimization but geared more toward marketing-heavy use cases.

magnalister strikes the ideal balance: it offers broad marketplace coverage, seamless integration with leading shop systems like Shopify, WooCommerce, and Shopware, and a powerful automation engine — all within an intuitive, easy-to-use interface. The standout advantage? A rich feature set paired with a transparent, fair pricing model, making it especially attractive when compared to more complex and costly enterprise tools like Rithum or ChannelEngine.

Small and mid-sized businesses benefit most from magnalister’s fast onboarding, multilingual support, and plug-and-play simplicity. For merchants looking for a reliable, scalable, and user-friendly multichannel solution, magnalister delivers where it matters most.

Frequently Asked Questions (FAQ) about Multichannel Tools and magnalister

1. What is a multichannel tool?
A multichannel tool allows online merchants to list and manage their products across multiple marketplaces such as Amazon, eBay, or OTTO — all from a central interface. This includes order management, pricing, and inventory control.

2. How do multichannel tools differ?
They vary in the number of connected marketplaces, feature sets, automation capabilities, integrations, ease of use, quality of support, and pricing structures.

3. Who is magnalister best suited for?
magnalister is ideal for small to mid-sized merchants looking for a simple, reliable, and efficient way to establish or optimize their multichannel sales strategy.

4. What are magnalister’s key advantages compared to others?
Easy setup, seamless integration with leading shop systems (e.g., Shopify, WooCommerce, Shopware), wide marketplace coverage, extensive features, and multilingual support.

5. Is there a free trial for magnalister?
Yes, you can test magnalister for free for 30 days — with full functionality and no commitment. It’s a risk-free way to see how it fits into your shop setup.

6. Can I switch to magnalister from another tool?
Absolutely. Switching is straightforward, and the magnalister support team is ready to assist with setup and data migration.

Disclaimer:
This ranking is based on our personal assessment and experience. It reflects our subjective opinion at the time of publication.

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19. ¹⁹ https://www.sellbrite.com/pricing/ ↩︎
20. ²⁰ https://apps.shopify.com/sellbrite ↩︎
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22. ²² https://www.capterra.com/p/149384/Sellbrite/ ↩︎
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24. ²⁴ https://apps.shopify.com/marketplace-connect ↩︎
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27. ²⁷ https://www.channelengine.com/pricing ↩︎
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29. ²⁹ https://www.capterra.com/p/209775/ChannelEngine/ ↩︎