Omnichannel commerce: The ultimate guide

Today’s customers want to discover products on social media, check availability in-store, and complete the purchase from their phone without any friction. Omnichannel commerce ensures that every interaction feels like part of one connected journey.

But what exactly does that mean in practice? Let’s start by defining what omnichannel commerce is and how it differs from simply selling across multiple channels.

What is omnichannel commerce

Omnichannel commerce is an engagement strategy that allows customers to shop wherever they want, whenever they want, and however they want. In this approach, retailers must market and sell their products on each channel.

Instead of treating your website, social media, mobile app, marketplace listings, and physical stores as separate touchpoints, omnichannel commerce unifies them so shoppers can move between them effortlessly.

For example, a customer might discover a product on Instagram, check stock in the nearest store via your website, try it on in-store, and complete the purchase later from their phone.

Yet every interaction is informed by the previous one.

This integration of touchpoints is the main difference between omnichannel and simply selling on multiple channels — multichannel commerce.

In omnichannel commerce, every interaction is backed by shared data. This allows you to recognize customers, recall their preferences, and keep consistent offers, pricing, and service.

Omnichannel stopped being a nice-to-have — it’s what customers now expect. Actually, a Gartner study shows that 71% of B2C customers expect companies to be well-informed about their personal information when interacting with them.

How omnichannel commerce works

Omnichannel commerce works by connecting every sales and engagement channel into a single, integrated system. This means that customers can start their journey in one place and continue on any available channel.

To achieve this, you need to build the right base capabilities and align them with a clear omnichannel commerce strategy:

1. Decide on your strategic and customer priorities.
2. Develop a clear understanding of what it takes to achieve those.
3. Embed those principles in your retail strategies.

In the past, “buy online, pick up in store” or app-based loyalty credits were enough to stand out. Today, these features are the basic expectations. More than a third of U.S. consumers have adopted such habits since the pandemic, and two-thirds plan to keep using them.

Gen Z shoppers go even further, ignoring traditional channel boundaries and rating brands mostly on the seamlessness of their experience.

Strategy comes before technology

Many businesses make the mistake of rushing into omnichannel by adding fancy new features like smart mirrors, beacons, and in-store kiosks without answering a more important question:

How does this create value for our customers and our business?

Without a clear vision and the right sequence of investments, you can easily end up with scattered initiatives that drain resources but don’t improve the customer journey.

To avoid this trap, you should:

• Agree on an omnichannel priority. Decide whether your primary goal is to improve commerce, personalization, or build a full ecosystem.
• Assess your current capabilities in data, technology, inventory visibility, and talent.
• Fill in capabilities gaps — such as cross-channel data integration or omnichannel fulfillment, before adding advanced features.

3 main omnichannel models

Companies that succeed in omnichannel commerce typically choose one of three approaches:

1. Commerce-led: You strengthen one channel (either physical or digital) and add targeted cross-channel connections to improve convenience. For example, Best Buy’s curbside pickup, in-home advisory services, and 24/7 tech support all reinforce one another to drive sales and loyalty.
2. Personalization-led: You use unified data to tailor experiences across every touchpoint. For example, Sephora’s loyalty program connects in-store and online behaviors, which increases both conversion rates and order values.
3. Ecosystem-led: This involves expanding the brand into an always-on lifestyle platform, as Nike and Starbucks are doing. Content, community, and commerce are blended in ways that keep customers engaged beyond just transactions.

Each model has its own minimum capabilities that you must meet.

For example, for commerce, you need to have real-time inventory data in place.

Personalization requires a solid tech stack, including the customer data platform (CDP), personalization engine, marketing automation tools, and testing & optimization tools.

For an ecosystem, you need community-driven engagement platforms. Think branded mobile apps, interest-based communities, challenges, and gamification, etc. Samsung, for example, managed to get a 15% higher engagement rate with a composable member platform.

Charted effort breeds success

You may aspire to become a personalization leader, but if you lack integrated cross-channel data or the ability to personalize at scale, the effort will stumble.

Instead of trying to master everything at once, smart players route their ambition to their starting point, prioritize the two or three initiatives that matter most, then plan their growth.

In short, omnichannel commerce works best when companies:

1. Define a clear strategic ambition.
2. Audit and reinforce the core capabilities needed for that ambition.
3. Sequence investments so that each step leads to a stronger, more connected customer experience.

Unified commerce vs. omnichannel

The terms unified commerce and omnichannel commerce are often used interchangeably, although they are actually two different stages of integration.

Let’s explain what’s what.

Omnichannel — the frontend experience

Omnichannel is the first step in creating a seamless customer experience. Instead of different sales channels working independently, they are linked so customers can freely move between them.

In omnichannel commerce, all channels appear to act as one, but in reality, there are many different backend systems talking to each other.

These systems have different functionalities and hold different data. But this data isn’t always synced. This can mean, for example, that stocks aren’t always updated in real time, so the experience isn’t 100% seamless.

Unified commerce is the next step in evolution, which takes care of this.

Unified commerce — the fully integrated backbone

Unified commerce takes omnichannel to the next level by connecting all channels, systems, and data into one platform. Instead of stitching together data from separate POS, eCommerce, CMS, and inventory systems, unified commerce operates with one central data source.

This way, there’s no discrepancy between data from different channels. All data from all channels is updated in real time. Any price change, an inventory update, or customer profile adjustment is instantly reflected everywhere.

With one truth and full transparency across all touchpoints, unified commerce allows you to provide the most relevant, consistent, and personalized customer experience.

Here’s a table with quick takeaways:

Benefits of omnichannel commerce

​​When executed right, omnichannel commerce creates a measurable edge in customer satisfaction, loyalty, operational efficiency, and profitability.

Here are the most impactful benefits:

Capture every sales opportunity

Omnichannel commerce ensures you can meet customer demand instantly, whether it’s online, in-store, or a mix of both. By activating your full inventory across all locations and channels, you give shoppers accurate, real-time product availability.

The ability to say “yes” to a purchase request, no matter where or when, can be the difference between winning and losing the customer.

An Omnichannel Index report shows that with the right setup, 10–50% of digital orders can be fulfilled from stores, which reduces shipping times, costs, and emissions.

Consistent and cohesive brand experience

Your customers receive the same message, tone, and value proposition, no matter where they interact with your brand. Whether it’s an Instagram ad, your website, a chatbot conversation, or a store visit, they get a consistent experience that builds trust, strengthens your brand, and reduces the friction caused by mismatched offers or policies.

Better understanding of the customer journey

By merging data from multiple channels, you get a complete view of how customers browse, buy, and engage. The big picture shows you which touchpoints drive conversions, what prompts customers to switch channels, and where customers drop off. All this data can unlock opportunities to improve their journey.

Personalized experiences that drive higher value

A full view of your customer journey allows you to tailor product recommendations, offers, and messaging to each customer’s preferences and behavior. An Omnisend study shows that campaigns using three or more channels see 287% higher purchase rates.

Superior customer experience

Customers increasingly expect a unified shopping experience. UC Today reports that 9 out of 10 consumers want seamless service across channels. Whether they start on social media, browse on mobile, and complete the purchase in-store, or the other way round, the experience feels natural.

The math is clear: omnichannel shoppers spend more per visit, and the more channels they use, the more they spend.

Increased customer loyalty and advocacy

Omnichannel customers don’t just buy more, they stick around longer. Studies show that within six months of an omnichannel experience, customers logged 23% more repeat trips and were significantly more likely to recommend the brand to friends and family. A strong omnichannel strategy turns occasional buyers into brand advocates.

Deeper data collection and insights

The more touchpoints you have, the more behavioral data you generate. What do customers browse? How do they respond to promotions? What prompts them to purchase? Answers to questions like these allow for smarter merchandising, more effective campaigns, and constant customer experience optimization.

Such a torrent of information that ultimately leads to a better customer experience can be challenging to handle without a dedicated tool such as a composable digital experience platform (DXP).

The composable DXP is a unique hub that links together all the services needed to build a memorable customer experience. This includes mobile apps, social media, eCommerce sites, traditional marketing efforts, and data analytics.

Higher sales and revenue

When you remove barriers between channels and meet customers wherever they are, omnichannel commerce boosts both conversion rates and average order value. Omnichannel shoppers spend 13% more per transaction and purchase 250% more frequently than single-channel shoppers.

Omnichannel commerce trends

Omnichannel commerce is evolving fast, driven by technology, shifting consumer behavior, and growing expectations for personalization, speed, and sustainability.

Here are the trends shaping its future:

Loyalty program transformation

Traditional “sign-up and get 10% off” offers are no longer enough to keep customers engaged. Today’s shoppers, and especially Gen Z, want exclusive perks, experiences, and recognition that make them feel part of a community.

To meet this demand, brands are redesigning loyalty programs to reward long-term customers with special benefits, such as early access to product drops, members-only events, and personalized experiences.

For example, members of Nike’s NikePlus program get access to exclusive products, personalized training plans, and invitations to local events, all via the app. This approach builds loyalty and helps first-party data collection for deeper personalization.

Deepening personalization with AI and data

Personalization is moving from basic recommendations to tailoring offers, content, and experiences in real time based on individual customer behavior, context, and preferences.

Generative AI and machine learning are fueling this trend, allowing businesses to dynamically adjust messaging, pricing, and product displays across channels.

For example, Sephora uses AI-driven recommendations based on both in-store consultations and online behavior. This way, every interaction, via app, email, or sales associate, feels uniquely tailored.

AI as a driver of experience and efficiency

Beyond personalization, AI is helping businesses rework operations, product discovery, and customer service. It’s a driving power behind virtual try-ons, automated content creation, and chatbots that handle complex queries.

A report from Bain & Company shows that generative AI alone could automate up to 37% of IT work, 32% of marketing tasks, and 29% of sales and customer service roles.

For example, IKEA’s Kreativ AI tool lets customers visualize how furniture will look in their own space using AR, reducing returns and improving purchase confidence.

Social commerce integration

Social platforms are becoming proper sales channels. Instagram, TikTok, and Pinterest now allow users to discover, review, and purchase products without leaving the app. This blurs the lines between marketing and sales, making social commerce an important part of omnichannel strategies.

For example, with TikTok Shop, you can sell directly through livestreams. This way, you combine entertainment, social proof, and immediate purchasing in one seamless experience.

Voice commerce adoption

As smart speakers and voice assistants become part of daily life, voice commerce is becoming a new touchpoint. Brands are experimenting with voice search optimization, reordering capabilities, and voice-exclusive offers.

For example, Walmart’s voice ordering with Google Assistant lets customers add items to their cart hands-free, streamlining the reorder process.

Internet of Things (IoT) integration

Connected devices are creating new channels for commerce, from refrigerators that reorder groceries when they run low to wearables that suggest complementary products. These always-on touchpoints keep brands present in customers’ routines.

For example, Amazon’s Dash Replenishment Service integrates with appliances to automatically reorder supplies, like printer ink or detergent, before they run out.

Blockchain for trust and transparency

Blockchain technology is finding its place in commerce through product authentication, supply chain tracking, and secure payments. For customers, this means greater trust in product origin, ethical sourcing, and transaction security.

For example, LVMH’s Aura Blockchain Consortium verifies the authenticity of luxury goods, which helps combat counterfeiting and builds trust with high-value customers.

Sustainability as a competitive differentiator

With 59% of global consumers ready to boycott brands that don’t take climate action, sustainability is becoming non-negotiable. Retailers are testing circular economy models, resale platforms, eco-friendly fulfillment, and digital product passports to prove their environmental impact.

Patagonia’s Worn Wear program, for example, encourages customers to buy and trade in used gear, extending product life cycles and reinforcing the brand’s environmental mission.

Transforming the omnichannel commerce in 6 steps

Moving from “having multiple channels” to running a fully optimized omnichannel operation is not just about adding more touchpoints. It’s about transforming how your business works behind the scenes.

Here are the key steps of an omnichannel transformation:

Step 1: Define a clear omnichannel vision

Decide what you want to be known for in the omnichannel space. Is it convenience-led commerce, hyper-personalization, or building a full lifestyle ecosystem? This decision will guide all technology investments, operational changes, and customer experience design. Without it, efforts risk becoming fragmented and reactive.

Step 2: Activate your full inventory and product catalog

Your inventory and product catalog are the backbone of omnichannel commerce success. If customers can’t see accurate stock information, you risk missing sales and broken trust. An integrated catalog ensures that:

• Stock is visible in real time across all channels.
• Customers can purchase from any channel and choose flexible fulfillment options (click-and-collect, ship-from-store, endless aisle).
• Product information is consistent — descriptions, images, pricing, and specifications match no matter where they’re displayed.

Step 3: Build a single source of truth for data

Customer, product, and transaction data must flow into a single platform. This way, marketing, sales, operations, and customer service teams can work with the same insights to personalize messaging, make more informed decisions, and respond faster to market changes.

Step 4: Modernize your tech stack

Legacy systems often can’t handle the speed, scale, and integration that omnichannel demands. Moving to an omnichannel commerce cloud gives you a centralized, scalable platform that unites online and offline channels, integrates easily with new tools, and provides real-time data sync.

This approach lets you implement:

• Composable commerce architectures for flexibility and faster innovation.
  Customer Data Platforms (CDPs) for real-time personalization.
• Inventory and order management systems that sync instantly across every channel.

Step 5: Align your teams and processes

Omnichannel transformation fails when teams work in silos. Success calls for cross-functional collaboration between marketing, operations, IT, merchandising, and store teams. This way, both strategy and execution stay aligned.

Step 6: Improve and adjust based on insights

Transformation isn’t a one-time project but a cycle. Use analytics to identify gaps, pilot new ideas, measure results, and scale what works. The most advanced brands like Google and Amazon continuously refine their omnichannel experience based on real customer behavior and feedback.

What’s next?

Omnichannel commerce is now the standard customers expect. The brands that reap the benefits will be those that connect every channel, system, and team into a single, seamless experience.

The journey doesn’t end here — this is just the beginning. Stay tuned for deeper insights, practical tips, case studies, and tools to put omnichannel strategies into action.