Unified commerce represents the evolution of omnichannel retail

Unified commerce is the next stage of omnichannel. Retailers have long understood the importance of an omnichannel strategy, with the focus on offering a consistent customer experience across all touchpoints including stores, websites, apps, and social media. But the tech stacks supporting these experiences were often siloed, and the lack of integration on the back end has created significant hurdles that cause friction for both retailers and their customers.