Customers do not think in terms of sales channels or touchpoints – and neither should companies. The omnichannel approach was a good start towards merging the digital and brick-and-mortar shopping experiences. But the problem is that these strategies usually rely on separated IT structures. This makes it difficult to ensure a seamless customer experience.
Unified commerce replaces the isolated systems with a central platform. Merchants can start by implementing a payment platform that combines all data, opening new opportunities for growth. An all-in-one solution saves time and simplifies processes for everyone involved. The logic behind this is hard to deny: more flexibility leads to more loyalty.