In today's dynamic and digitally oriented business environment, multichannel retailing is becoming an increasingly important strategy for companies that want to gain a competitive advantage and retain customers. This approach implies the use of multiple sales channels, including physical stores, online sales, mobile applications, social networks and so on. Multichannel retailing not only increases product availability and visibility, but also enables businesses to understand customer behavior and thereby personalize customer experiences, optimize inventory, and improve marketing. The thesis deals with the topic of multichannel retailing and describes its features, functions, advantages and disadvantages. The paper shows the history of channels and how they have developed to this day in all companies using the development of the Internet, smart phones and applications. It describes the importance of multichannel retailing as the key to success in the modern market, enabling businesses and customers to connect in multiple ways. Other types of retail channels that are used today by almost all customers in the world are also mentioned. Also, an analysis of customer satisfaction using multichannel retailing was carried out on the example of the Zara store, and recommendations for business improvement were made in accordance with the results of the research. The results of the research show that the respondents who shop in the Zara store prefer to shop in physical stores, and it can be concluded that traditional retail, regardless of the large presence of digital sales forms, still holds great interest among customers.