Multi-channels refer to the distribution of products or services through multiple channels such as physical stores, online platforms, social media, and mobile apps. This research area focuses on understanding how companies can effectively manage and integrate their various channel offerings to provide a seamless and consistent experience for customers. It also looks at the impact of multi-channel strategies on customer behavior, brand loyalty, and overall business performance. Researchers in this field analyze the different channel options available to companies, how to optimize channel mix, and how to leverage technology to create an omnichannel experience for customers.