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Unified commerce

As organizations attempt to keep pace with rising consumer expectations, their commerce ecosystem and ancillary systems are becoming increasingly complex. There are more purchasing channels, more systems and more data to manage than ever before. How can commerce leaders streamline their environments to deliver frictionless customer experiences, enable data-driven decision making and create operational efficiencies? 

Enter: unified commerce.

Unified commerce is a strategy that connects customer-facing sales channels, critical data and supporting management systems through scalable infrastructure. It breaks down silos across physical and digital channels, providing visibility into customer data, e-commerce, order fulfillment, inventory management, customer relationship management (CRM), point-of-sale (POS) systems and more. 

The result is a more complete view of an organization's business, in which employees and customers are empowered to make smarter decisions so they can achieve their purpose.

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Digital

What Is Unified Commerce, and How Can It Benefit Your Business?

Unified commerce will become the foundation of competitive advantage in 2023 for retailers, grocers, quick-serve restaurants and others. Here's why.
Article
• Dec 6, 2022
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Digital

Streamline Your Digital Ecosystem, Break Down Data Silos with Unified Commerce | WWT Experts

Rapid and substantial shifts in consumer habits — brought about mostly by a global pandemic — forced leaders to cobble together disjointed technologies to meet evolving customer needs. Today, these siloed back-end systems and scattered data points are preventing leaders from delivering a more seamless, intelligent and efficient experience for employees and customers. Enter: Unified commerce.    Join WWT Chief Digital Advisor Charlie Lawhorn as he talks about the need for unified commerce ensures to connect customer-facing sales channels, critical data and supporting management systems through scalable infrastructure — all in the name of creating a great experience for customers and employees alike. Charlie also talks about the important distinction between omnichannel and unified commerce, and simple, actionable steps to putting unified commerce into action.
Webinar
• Apr 11, 2023 • 9am

Benefits of a unified commerce strategy

Frictionless customer experiences

Empower customers to seamlessly browse, transact, purchase and consume. 

Increased visibility

Unify data to reduce errors, better forecast inventory and track KPIs.

Smarter, data-driven decision making

Identify new revenue streams, promotional campaigns and opportunities for growth.

Customer loyalty

Create highly personalized experiences that keep customers coming back. 

Operational efficiencies

Simplify employee processes and expedite order fulfillment.

Ability to control your own roadmap

Pivot, innovate and scale on the fly to meet customers' evolving expectations.

Omnichannel versus unified commerce

Many leaders mistake omnichannel and unified commerce as the same concept, but these strategies have some key differences. 

Omnichannel eliminates silos between front-end touchpoints and channels to create a seamless experience. Think website, social media, voice calls, SMS text messaging, mobile app, in-store experience, etc. Omnichannel ensures these channels deliver a fluid and consistent brand experience as customers navigate across them.

Unified commerce takes omnichannel a step further by also ensuring the back-end processes and systems powering those experiences work harmoniously together. It introduces a modern architecture that allows the back end to reflect the same seamlessness as the front end. 

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Digital

4 Principles of Today's Best-in-Class Omnichannel Experiences

Organizations that have mastered omnichannel put their customers, employees and mission at the center of their experiences.
Article
• May 11, 2023
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Digital

Best Practices for Achieving a Unified Commerce Strategy

Based on our work with clients, we've identified these best practices for ensuring a smooth transition to a unified commerce strategy and faster ROI.
Article
• Apr 20, 2023

The growth of mobile commerce and the rise of headless commerce

Traditional commerce has evolved to include several digital channels. Mobile commerce, also known as m-commerce, allows consumers to browse, shop, consume and purchase goods and services through mobile devices and storefronts. Examples include online retail shopping, mobile banking, electronic boarding passes and more. Research shows m-commerce sales will account for more than 40 percent of ecommerce sales in 2024. 

The explosion of m-commerce combined with consumers' high expectations for seamless experiences and the competitiveness of online sales has led to the rise of headless commerce. Headless commerce decouples an organization's front-end channels (web and mobile commerce, social commerce, in-store digital channels, etc.) from the back-end functionality (inventory management, payments, orders, carts, etc.). This approach allows leaders to easily make changes to each layer, add new technologies and deliver highly customized experiences in a timely fashion without being locked into a traditional content management system (CMS). 

Our unified commerce expertise

Our comprehensive portfolio of services is designed to help organizations with every aspect of a unified commerce strategy. We combine our strategic consulting expertise around leading commerce platforms with the ability to execute unified commerce architectures at scale. Our core unified commerce service areas include:

Headless commerce

API-first architecture approach to unify omnichannel commerce experiences.

Retail and POS transformation

Enabling transactions, processing and distribution of goods and services across a variety of fulfillment methods.

Loyalty and personalization

Delivering individualized experiences across channels to incentivize loyalty and commerce.

MarTech and growth

Aligning data, automation and personalization to increase conversions and revenue opportunities.

View our full list of unified commerce services here.

Our work creating unified commerce strategies 

A successful unified commerce strategy requires cross-functional alignment, deep expertise across technology domains, and insight into your customer and employees' needs and expectations. Explore our case studies to learn how we help customers achieve a unified commerce strategy that enables their businesses to thrive. 

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Software Development

Driving Delightful Shopping Experiences at Schnucks That Extend Beyond the Brick and Mortar

WWT designed and built a mobile app that delivered a seamless omnichannel experience with a rewards program that kept Schnucks grocery shoppers coming back for more.
Case Study
• Jan 12, 2022
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Software Development

Reinventing the Corner Deli and Increasing Customer Loyalty at Jersey Mike's

WWT and Jersey Mike's partnered to develop an award-winning immersive mobile app that delivered a personalized and seamless ordering experience that left customers wanting more.
Case Study
• Jan 12, 2022

Connect with our unified commerce experts

David Chang

Principal Digital Advisor

Christopher Douglas

Director, Digital Product - Unified Commerce

Charlie Lawhorn

Chief Digital Advisor

Jay Custard

Chief Digital Advisor

Salena Malik

Director Digital Products - Purpose-Built Solutions

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Unified Commerce

Unify commerce systems and data to reduce complexity, gain operational efficiencies and exceed expectations.

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