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EMARKETER

Unified Commerce Ecosystem 2024

A Dive Into Unifying the Consumer Experience Through Path to Purchase Data

Report by Sky Canaves  |  Nov 18, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Unified commerce represents the evolution of omnichannel retail
Key players in unified commerce are aiming to capture a greater share of the retail pie
How should retailers get started on the path to unified commerce?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Retailers are prioritizing unified commerce solutions to help gain a complete picture of their business operations—including consumer behavior. As the tech landscape becomes more complex, key players are emerging across channels.
Topics
Ecommerce Tactics
US
Table of Contents
Executive Summary
Unified commerce represents the evolution of omnichannel retail
Key players in unified commerce are aiming to capture a greater share of the retail pie
How should retailers get started on the path to unified commerce?
EMARKETER Interviews
Sources
Media Gallery

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?

Where Unified Commerce Solutions Intersect With the Path to Purchase
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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.

Here’s what’s in the full report

2files

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8charts

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3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Unified commerce represents the evolution of omnichannel retail
    3. Key players in unified commerce are aiming to capture a greater share of the retail pie
    1. How should retailers get started on the path to unified commerce?
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    Where Unified Commerce Solutions Intersect With the Path to PurchaseUS Digital Retailers Expect Omnichannel Commerce to Be as Important as AI to Their Businesses in 2024 (% of US digital retailers, Dec 2023)
    Physical Stores Maintain a Prominent Role as the Consumer Path to Purchase Winds Across ChannelsClick and Collect Is Back to Gaining Share of US Ecommerce Sales (billions in US click-and-collect ecommerce sales and % of total retail ecommerce sales, 2020-2028)
    Adoption of Social Commerce Is Rising Among US Shoppers (% of US digital buyers, Aug 2023-Aug 2024)Marketplaces Account for Nearly 40% of Online Sales in the US (billions in US retail marketplace ecommerce sales, % change, and % of total retail ecommerce sales, 2024-2028)
    Shoppers Turn to Retail Apps Throughout the Path to Purchase (% of US adults, by reason for using retail apps, May 2024)Digital Commerce Platforms Are Evolving to Support Unified Commerce

    Interviewed for This Report

    David Bruno
    Aptos
    Director, Retail Industry Trends
    Interviewed August 28, 2024
    Jen Jones
    Commercetools
    CMO
    Interviewed September 23, 2024
    Oren Inditzky
    Wix.com
    Vice President and General Manager, Online Stores
    Interviewed October 1, 2024

    authors

    Sky Canaves

    Contributors

    Suzy Davidkhanian
    VP, Content
    Blake Droesch
    Donte Gibson
    Senior Charts Editor
    Vladimir Hanzlik
    Executive Editor and SVP, Content
    Kyndall Krist
    Senior Copy Editor
    Wendy Malloy
    Director, Reports Editor
    Emma Noyes
    Graphic Designer, Data Visualization
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Zia Daniell Wigder
    Chief Content Officer
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