Unified Commerce vs Omnichannel: What’s the Difference?

What is Unified Commerce?

Unified commerce is a retail strategy that integrates all systems, channels and data into a single platform to deliver a seamless and consistent customer experience. When comparing unified commerce vs omnichannel, the key distinction is that while omnichannel connects customer-facing channels, unified commerce merges both front-end and back-end operations into one centralised system.

This means that everything from inventory management, point-of-sale (POS), customer relationship management (CRM) and order fulfilment is centralised. With real-time data available across all touchpoints, unified commerce allows businesses to provide a personalised and efficient shopping journey, whether customers shop online, in-store, or through mobile apps.

A unified commerce platform streamlines operations by integrating various systems into one interface. This provides retailers with real-time visibility into inventory, customer behaviours and transactions. As a result, employees have a complete view of customer preferences, enabling them to deliver personalised service while ensuring customers have access to accurate product information and fulfilment options.

Unified Commerce vs. Omnichannel

Though the terms tend to be used interchangeably, it has become crucial to understand the difference between unified commerce vs omnichannel commerce.

Omnichannel Commerce:

• Provides customers with a consistent brand experience across various channels (e.g., online, mobile and in-store).
• Front-end systems, such as websites or mobile apps, are integrated, but back-end systems might still be disconnected.
• Omnichannel requires manual syncing of data, which can lead to potential discrepancies in inventory or order tracking.

 
Unified Commerce:

• Takes omnichannel one step further by integrating all back-end systems into a single platform, allowing real-time data flow across all touchpoints.
• Provides a single, 360-degree view of inventory and customers, enabling a truly seamless experience.
• Simplifies operations, allowing for cross-channel fulfilment options like buy-online-pickup-in-store (BOPIS), and ensures consistent information on inventory, pricing and promotions.

Why Does Unified Commerce Matter

In a market where customers expect convenience and personalisation as standard, unified commerce allows businesses to keep up by offering real-time data and omnichannel flexibility. With a unified operation, businesses can reduce operational inefficiencies, streamline processes and ultimately, enhance customer satisfaction, leading to increased sales and brand loyalty.

What Does Unified Commerce Look Like?

Here are a few real-world examples of unified commerce in action:

Starbucks

Starbucks offers a unified commerce experience through its app, website and in-store integration. Customers can:

• Order and pay ahead through the mobile app.
• Earn and redeem loyalty points in-store or online.
• Check their balance, reload their card and track rewards across all channels in real-time. This system ensures a seamless experience whether customers are ordering online, picking up in-store, or paying with a mobile wallet.

 
Nike

Nike’s unified commerce approach enables customers to:

• Shop online and pick up in-store or curbside.
• Access real-time inventory visibility across online, mobile and store channels.
• Make returns or exchanges at any location, no matter where the purchase was made. With this setup, Nike combines customer touchpoints and backend systems into one platform, ensuring a consistent and personalised experience across all channels.

 
Walmart

Walmart integrates its website, mobile app and physical stores to offer services like:

• “Buy Online, Pickup In-Store” (BOPIS) and curbside pickup.
• Unified inventory management, allowing customers to see in real-time if a product is available at their local store or online.
• Cross-channel returns, where customers can purchase online and return in-store. Walmart uses its unified commerce platform to streamline operations and enhance customer convenience.

 
Unified commerce is the evolution of omnichannel commerce, providing a truly seamless experience by integrating both front- and back-end systems. This not only offers real-time data visibility but also ensures a personalised and consistent shopping journey, meeting the ever-growing expectations of modern consumers. Retailers who adopt unified commerce are not just enhancing customer experiences – they’re future-proofing their operations, enabling flexibility, efficiency and scalability.

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