Forget omnichannel, it’s all about unified commerce

Digital commerce has become increasingly complex, with endlessly diverse customer journeys and pressure on brands to meet rising consumer expectations. Retailers are grappling with ever-multiplying channels, and managing disparate touchpoints while trying to create a seamless, excellent omnichannel experience. The problem with omnichannel commerce, however, is that it often operates in silos and unconnected platforms. While there may be some integration – for example, click-and-collect, where

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