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Steffi Greuel 3 Minutes

Unified commerce: the future of retail

Digitalization is advancing at an ever-increasing pace in today's world and brings with it numerous opportunities for retailers. In order to remain competitive, they are relying on various sales channels to help them reach a larger customer group. A consistent shopping experience across all channels is becoming increasingly important. Unified commerce stands out here as a forward-looking concept that not only meets customer expectations, but exceeds them.

In this article, we explain what unified commerce is, how it differs from other approaches and what benefits retailers can derive from it.

What is unified commerce?

Unified commerce means that all sales channels are linked via a central platform. According to a definition by BRP, unified commerce is “a single, centralized, real-time platform for all customer engagement points”. Regardless of whether a customer starts their purchase on their smartphone, continues it on their laptop or completes it in a brick-and-mortar store - the data and information remain seamlessly linked.

Such a system enables retailers to offer their customers a consistent and personalized shopping experience, regardless of the channel through which the contact takes place.

Unified Commerce vs. Omnichannel

At first glance, unified commerce appears to be a further development of the omnichannel approach. However, the difference lies in the details.

In omnichannel, retailers often work with several independent systems for the various channels. This leads to isolated data silos, which makes it difficult to address customers in a uniform manner. Unified commerce, on the other hand, integrates all channels into a single platform that works in real time. In omnichannel, you have several channels but no common database. Unified commerce links all channels in real time and offers a “single source of truth”.

Unified commerce cycle from ESYON with channels such as web, social media, marketplaces, stores, support and mobile devices

The advantages of unified commerce

  • Real-time inventory management
    Unified commerce enables retailers to provide their customers with accurate information about product availability at all times. This reduces the risk of overselling and ensures that customers are not disappointed.
  • Flexible delivery and collection options
    Whether click & collect, home delivery or in-store returns - unified commerce enables flexible options that increase customer satisfaction. A study by Statista shows that 73% of customers want more flexibility when it comes to delivery options.
  • Simplified data management
    With a central platform that integrates all channels, there is no need to maintain data multiple times. This saves time and significantly reduces the error rate.
  • Improved customer experience
    A consistent approach and seamless interactions across all channels contribute to a positive customer experience. According to a study by PwC, a large number of consumers are willing to pay more for an outstanding customer experience.

How do retailers implement unified commerce?

The implementation of unified commerce requires a comprehensive technological foundation. Microsoft Dynamics 365 offers an ideal solution here. The platform combines functions such as e-commerce, CRM, ERP and PIM in a single system and ensures that all data is linked in real time.

“Unified commerce is not a trend, but a necessity in order to meet customer needs in a digitalized world. Those who invest now will secure a competitive advantage in the long term.”

Oliver Pankrath - Managing Director of ESYON Schweiz GmbH

Unified Commerce with ESYON

ESYON GmbH supports retailers in the implementation of unified commerce solutions based on Microsoft Dynamics 365. Our expertise lies in the integration of sales channels, the optimization of processes and the provision of a central platform that unites your systems.

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Sources:
BRP Unified Commerce Study 2024
Statista: Trends in online retail, 2024
PwC: Future of Customer Experience, 2024

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