If you want to reach customers across multiple channels, you need a strategy. While an omnichannel approach involves using all channels, unified commerce takes it a step further. This is because a unified commerce strategy allows you to offer your customers a consistent shopping experience, regardless of whether they shop online, in-store or via an app.
What does unified commerce mean?
Unified commerce means connecting all of a company’s sales and communication channels together in one central system for a smoother, more consistent customer experience. This creates a seamless and consistent shopping experience for B2C customers across various touchpoints (website, mobile app, physical store, and social media channels).
Unlike traditional models, where channels often operate in isolation, a unified commerce architecture aims to connect all front-end channels and back-end processes to provide a holistic view of customers in real time. Unified commerce is therefore seen as the logical next step on from an omnichannel strategy.
By the way: in some cases, “unified commerce” is also referred to as “standardised commerce”.
How can a unified commerce solution be implemented?
A unified commerce e-commerce system can run either as locally installed software or as a cloud-based solution. While traditional software runs on your own servers and must be maintained internally, the cloud version offers the advantage that hosting, updates and maintenance are handled by the provider.
Furthermore, unified commerce systems differ in terms of their internal architecture, in other words, how the integration of functions and processes is implemented. These systems include:
1. All-in-one platforms
This solution combines all necessary functions and processes in one central system. Full integration allows all channels and back-end processes to be controlled directly.
2. Microservice platforms
Here, the individual systems are managed via an intermediate platform. These platforms can be combined with third-party software so that individual processes can be controlled in a targeted manner and adapted to meet specific requirements.
3. Modular platforms
Modular platforms offer maximum flexibility because users can decide for themselves which modules they want to use. This allows the system to be customised to your own requirements while the basic integration remains intact.
Headless shop systems can be helpful for the technical implementation of a unified commerce strategy. Of course, a unified commerce concept can also be implemented with traditional monolithic systems, but a headless system offers more flexibility. Either way, we believe that integrating a unified commerce solution is a crucial step towards making a shop future-proof.
Tip: Find out more about the capabilities of headless systems in our article on headless commerce.
Multichannel vs. omnichannel vs. unified commerce
Multichannel, omnichannel and unified commerce systems all aim to integrate multiple sales channels, but they vary significantly in terms of integration options. The following is a brief summary of the differences between the three systems:
Multichannel
Multichannel means that there are several channels through which customers can shop or interact. However, these channels operate largely independently of one another, which means that the customer experience is not consistent.
Omnichannel
The omnichannel system goes one step further than the multichannel system in that it establishes a coordinated connection between all channels. By integrating data almost in real time, a significantly better customer experience is created.
Unified commerce
Unified commerce differs from the omnichannel system in that it links back-end systems together, not just channels. As all systems access the same, up-to-date data in real time, customers can enjoy an even better shopping experience.
This is why it’s worthwhile for modern shops to consider implementing a unified commerce strategy in order to remain competitive in the future.
Challenges posed by unified commerce
Unified commerce only works when all systems and channels are connected. This is why setting up a unified commerce platform is often a major hurdle for companies. Such integration involves high investment costs and often requires comprehensive modernisation of the IT architecture.
Another common challenge is ensuring data consistency and security. It’s essential that relevant data is synchronised in real time and that data transfers from back-end systems such as CRM, ERP, PIM, and POS are compliant and secure.
Furthermore, the processes must be tailored to different markets and customer requirements. Different countries have varying legal requirements and cultural differences that must be taken into account when implementing a unified commerce platform.
Advantages of unified commerce
Despite the obstacles when implementing unified commerce, the benefits should not be overlooked. The advantages of unified commerce can be seen from a customer perspective as well as a business perspective. Here are some advantages that show why unified commerce benefits both parties:
Unified commerce: advantages for businesses
Smarter inventory and logistics management
By integrating all channels and back-end systems in real time, a company’s inventory management can be significantly improved and simplified. Not only does this help to avoid errors in the warehouse, it also improves inventory management and optimises the flow of goods.
Improving customer satisfaction and loyalty
A consistent and personalised customer experience strengthens customers’ trust in your brand. With tailored offers and seamless interaction across all channels, the unified commerce strategy boosts customer satisfaction. A smooth shopping experience, along with multiple purchasing options both online and offline, can also help increase the repurchase rate.
Unlock the full potential of your data
Centralised data collection and analysis enables your company to make informed decisions and respond quickly to changes in the market. With all relevant information consolidated in a unified commerce platform, you can respond more effectively to trends and adjust your sales offers accordingly. As all channels are connected, you’ll be able to make more accurate forecasts for the future.
Unified commerce: advantages for your customers
Seamless shopping experience across all channels
Unified commerce software allows your customers to switch between physical stores and online shops seamlessly without interrupting or changing their shopping experience.
Ordering and delivery methods to suit customer preferences
Your customers decide where and how they want to make a purchase. For example, they might search for an item like a piece of clothing online, try it on in-store, and then buy it through an app on their phone. Alternatively, they may prefer the convenience of ordering it online and picking it up in the shop (click & collect). This makes shopping even easier and more convenient.
Personalised sales offers and product recommendations
With all channels seamlessly connected through unified commerce, your customers receive personalised offers that truly match their needs. This means you’ll be able to deliver recommendations and promotions that are tailored to each customer’s unique profile.
Conclusion
Integrating unified commerce software is a complex and costly process that demands precise planning. When handling real-time customer data, adhering to globally recognised recognised information security standards is particularly important.
Notwithstanding, the payoff is significant, as a unified commerce solution can deliver customers a consistent shopping experience across multiple channels. This not only future-proofs the system but also usually boosts sales and customer engagement. Furthermore, connecting front-end channels with back-end systems allows for more efficient inventory management, a consistent customer experience, and more effective use of customer data.
It isn’t only businesses and online shops that benefit from unified commerce – customers do too. This is why it pays to invest in a unified commerce concept early on, so that you can foster a closer and more consistent relationship with your customers.
If you have any questions about unified commerce or anything else, we’re happy to advise you!