Omnichannel or unified commerce? These are the differences

Omnichannel intends to integrate customer service channels; however, these are managed independently. Instead, unification seeks to manage commerce from a single platform so that systems communicate with each other, while buyers get a unique shopping experience.

Adopting this model has the purpose that the customer does not feel a difference between the different channels where a store operates. Being successful in this aspect, 28% of users tend to spend more, according to figures from the Adyen retail report 2022.

The fact that a business is based on omnichannel can be counterproductive, since 73% of customers would not buy any item from a brand if they have a single bad experience, in any of its channels.

Therefore, the specialist mentions, businesses must opt ​​for a Phygital position, that is, erase the borders between their sales channels and offer different experiences for all audiences. In this regard, the company’s report indicates that 46% of the businesses surveyed increased their sales.