Harley’s Right: Omnichannel is Out in 2025
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Harley’s Right: Omnichannel is Out in 2025

Last modified: January 15, 2025

Harley’s Right: Omnichannel is Out in 2025
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 Here’s Why the Smartest Brands in 2025 Are Getting Selective

So, Harley Finkelstein just dropped a bombshell on the retail world—and honestly, he’s not wrong. If you’re still preaching omnichannel in 2025, you’re officially behind. The future isn’t about being everywhere; it’s about being in the right places, at the right time, in ways that feel completely seamless to your customers.

And here’s the kicker: this isn’t just a subtle shift—it’s a full-on retail revolution. The smartest brands today aren’t trying to conquer every platform or marketplace. They’re choosing their battles, leaning into authenticity, and building curated ecosystems that actually work for their audience. Think TikTok, Shopify integrations, and hyper-intentionality. If you’re not adapting, you’re falling behind.

Omnichannel is Dead. Here’s Why.

Back in the day (aka five years ago), omnichannel was the holy grail. Brands were scrambling to show up on every social platform, every marketplace, and every corner of the internet. It sounded good in theory, but in reality? It was a mess. Disconnected channels. Frustrated customers. A whole lot of noise without much substance.

Fast forward to now, and Harley nailed it: customers in 2025 don’t want brands to shout from everywhere. They want brands to meet them in the spaces that actually matter to them. It’s not about ticking boxes or covering ground—it’s about building meaningful, intentional experiences.

TikTok + Shopify: The New Retail Power Move

Want a perfect example of this “be selective” strategy? Just look at the TikTok-Shopify duo. Brands today are opting to go all in on TikTok, where authenticity reigns supreme, rather than scattering their energy across a dozen platforms.

Why TikTok? Because it’s where the culture is happening. It’s where trends are born, and where Gen Z (and increasingly, millennials) go to find their next favorite thing. TikTok’s algorithm loves creative, unfiltered content—which is exactly what resonates with today’s shoppers. And with TikTok’s built-in Shopify integration, brands can take a viral moment and turn it into actual sales, seamlessly.

Brands like Glow Recipe, for instance, are absolutely thriving on TikTok. They’re not trying to compete on every platform—they’re focusing on the one that matches their audience’s energy. Their TikTok posts showcase their products in ways that feel fun, personal, and totally on-brand. That’s the magic of being selective: you don’t have to do it all—just the things that work.

Exclusivity, Authenticity, and the 2025 Shopper

Here’s why Harley’s post hits so hard: it ties directly into some of the biggest retail trends right now. In 2025, the consumer mindset has shifted. People aren’t looking for more options—they’re looking for better ones.

  • Authenticity: Shoppers don’t want cookie-cutter brands anymore. They want raw, real, and relatable. TikTok fits perfectly into this because it thrives on unpolished, authentic content.
  • Exclusivity: The appeal of being everywhere has worn off. Now, customers want to feel like they’re part of something special. Limited drops, exclusive channels, and curated experiences are what stand out.
  • Integration over Expansion: Instead of overloading themselves with disconnected platforms, brands are integrating the ones that make sense—like TikTok and Shopify—to create a smooth, intentional ecosystem.

The Takeaway: Don’t Chase Everywhere. Chase What Matters.

Harley’s post isn’t just advice—it’s a wake-up call. Retail in 2025 isn’t about omnichannel madness; it’s about strategic focus. It’s about picking the right platforms, the right moments, and the right tools to create experiences that feel effortless and organic.

So, here’s the question every brand needs to ask: Are you still chasing the outdated “be everywhere” playbook? Or are you ready to focus on where your customers actually are and deliver something that feels exclusive, authentic, and worth their time?

Because let’s be real—if you’re everywhere, you’re probably not really anywhere.