Unified Commerce = Consumers Spend More
28th April 2025
New data reveals multi-channel shoppers spend 15% more per order when unified commerce is offered by retailers. Retailers are engaged in an ongoing battle to innovate and adapt to evolving customer demands in an uncertain economy. New data from Manhattan Associates reveals that retailers relying on siloed, outdated systems are struggling, while leaders in unified commerce are gaining a competitive edge by delivering better customer experiences and more efficient operational outcomes. The report shows that blurring the lines between the physical and digital shopping experiences to create a seamless brand journey is becoming more important. Physical stores can no longer rely solely on transactions; they must adapt to serve as fulfilment hubs, service centres, and brand anchors.
Key to growth
“Retailers who’ve embraced unified commerce are seeing impressive results, including a 23% higher inventory turnover and a 22% reduction in customer acquisition costs,” says Craig Summers (pictured), MD UK/VP Northern Europe & MEA, Manhattan Associates. “In today’s competitive market, that’s a significant advantage.”
With 77% of retailers acknowledging that customer acquisition costs have increased substantially, unified commerce offers a solution by driving efficiency and attracting customers through personalised experiences powered by real-time data. This is key, as customers who engage across multiple channels generate 1.5X higher lifetime value, highlighting the potential of unified commerce.
Bridging the channel gap
While a massive 73% of retailers recognise that seamless cross-channel cart and wish list functionality is essential, only 32% can actually deliver it. Summers adds, “This isn’t just about convenience; it’s about meeting customer expectations. Retailers need to invest in platforms that allow customers to start a purchase on their phone, continue it on their laptop, and pick it up in-store seamlessly.”
The connected customer journey is still reliant upon human relationships, however. Using technology enables retailers to extend the reach and impact of their in-store teams, enhancing rather than replacing human expertise. In-store staff remain a crucial part of connecting the physical and online customer experience.
Craig Summers
Furthermore, 69% of retailers recognise that real-time clienteling is key. Summers notes, “Retailers need to equip their staff with devices that connect them to customer data and preferences in real-time, enabling them to provide tailored recommendations, and build lasting relationships that shape their digital experiences too.”
Boosting efficiency and slashing costs
Traditional stores are being crushed under the weight of rising expenses, with labour costs having risen for 63% of retailers. Unified commerce offers a solution by automating inventory, routing orders intelligently, and deploying self-service kiosks, thereby empowering retailers to streamline operations and reduce costs.
Summers explains that; “designing operations to anticipate changes and adapt to customer needs is essential to ensure retailers build resilience into their value chain, while giving time back to sales associates who can focus on higher-value customer interactions, and more strategic decision-making.”
This frictionless efficiency extends to the shopper experience too. Seamless checkout is now a basic requirement, with 57% of retailers recognising its importance. This also necessitates payment experiences that automatically adjust to customer preferences offering options like mobile wallets and buy-now-pay-later. 76% of retailers acknowledge that flexible, mixed payment methods are critical for lowering cart abandonment.
Unified commerce is now a strategic imperative
Summers concludes: “The UK retail sector is at a turning point. By embracing unified commerce, retailers can navigate current challenges and market uncertainty to unlock new opportunities for growth, efficiency, and customer loyalty. Investing in unified commerce is no longer optional; it’s a strategic imperative for long-term success.”
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