The Covid-19 pandemic has changed consumer habits, social distancing and the lockdown have motivated people to seek more convenient and safer ways to satisfy their needs. Physical stores have adapted to online sales to move forward and e-commerce has progressed to meet demand effectively. Omnichannel, then, became an even more relevant topic in the largest retailers in the country. This channel integration has become necessary in order to obtain productivity gains, accelerate growth and progress in customer experience and relationships. Being an exploratory research, the objective of this study was to identify the challenges of the omnichannel strategy implemented in a large Brazilian retailer, Americanas S.A. The methodology adopted was the case study, with data collected through: 1) in-depth interviews with five managers, using a semi-structured script, in the light of Verhoef et al. (2009). and 2) files and presentations published by the company, press releases and articles about the company. The main results showed that, among the efforts to integrate online with offline, customer empowerment and convenience are the essence of the strategic planning adopted by the company today.