What is the difference between Multichannel and Omnichannel strategies?

The Omnichannel e-commerce sales strategy integrates all available media channels like laptops and mobile phones. Essentially it is centered around the customer and its message type adopts customer behavior. Its main aim is to provide a unified message across the business's channels.

The multichannel strategy uses more than one channel independently and its main focus is the product or service being offered. Here there is no consistency in the brand message for example the content and style of an Instagram ad may be completely different from that of the business Pinterest ad.