The path to purchase is no longer linear. As the channels for marketing and selling goods have proliferated, the customer journey has evolved into an experience that increasingly blends physical and digital touchpoints. Traditional omnichannel retail focused on the customer-facing touchpoints with less regard for integrating technology and operations on the back end. To gain a holistic view of behavior across channels, retailers must now navigate a growing array of tech solutions to enable unified commerce.

Key Question: How are unified commerce solutions for retailers evolving along the consumer path to purchase, and who are the key players in this space?

Key Stat: More than 70% of US digital retailers identified an increased focus on omnichannel selling as a trend that would have the greatest impact on their business in 2024, per a December 2023 Bolt survey.