Tech UPTechnologyOmnichannel or unified commerce? These are the differences

Omnichannel or unified commerce? These are the differences

The e-commerce industry does not stop its evolution and growth in Mexico. As businesses digitally transform to deliver a better experience for consumers, they must also embrace new trends, such as unified commerce, which is intended to be a step forward in the virtual industry.

Although omnichannel has positioned itself as a key element in e-commerce, Elisa Fuentes, VP of sales at Adyen Mexico, highlights that the concept is “falling short” for the scope of the industry in the country, because it does not has managed to connect the information produced by the different verticals of a business.

“Unified commerce is not omnichannel”, he states and explains that this strategy seeks to concentrate the workflow and is a step further in customer knowledge because it allows businesses to have more data and information about their consumers in one place.

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.

A relevant fact in this regard is that in Mexico, 59% of consumers continue to opt for physical stores as their preferred shopping channel, however, the digital has generated so much importance that six out of 10 Mexicans prefer to buy in establishments that allow them Combine your channels.

In addition, 30% of users abandoned their shopping cart prematurely when they realized that they did not have the payment method they used, which is an example of how consumption habits have changed towards a simpler experience. and fast.

However, the evolution and adoption of new trends in e-commerce can also pose a challenge for businesses, as they require additional investment in digital transformation, in addition to what they had already done at the start of the pandemic.

Fuentes mentions that companies face a lack of functionality, flexibility, and innovation, since they inherited their pre-pandemic technological systems and only “patched” them to current needs, instead of generating an infrastructure designed specifically for the new environment.

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