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Unified and omnichannel commerce: the future of B2B and B2C eCommerce with Bofu
In an increasingly complex eCommerce environment, consumers expect a seamless and consistent experience across all of a brand’s touchpoints, whether they’re shopping online or in-store. Unified commerce and an omnichannel approach have become essential pillars to meet these expectations and deliver an optimal customer experience.
This article explores the differences and complementarities between unified commerce and omnichannel, their impact on B2B and B2C eCommerce, the challenges of their implementation, the Shopify tools available, and how to choose between Shopify Basic and Shopify Plus .
Understanding Unified Commerce and Omnichannel
Unified commerce is about centralizing all data and operations on a single platform to ensure efficient inventory, order, and customer management across different channels (online, in-store, marketplaces). Omnichannel, on the other hand, focuses on creating a consistent and seamless experience for customers across all touchpoints: website, mobile app, social media, email, and physical points of sale.
These two concepts complement each other: unified commerce provides the infrastructure for centralized management, while omnichannel ensures that this management results in a consistent experience for the customer.
Impact of unified commerce and omnichannel in B2B and B2C
In B2B: Simplify complex purchasing processes
For B2B companies, where purchasing processes are often lengthy and complex, unified commerce helps synchronize pricing, inventory, and payment terms across all channels. This makes it easier to place recurring orders, manage quotes, and interact with sales representatives.
Examples of omnichannel initiatives in B2B:
• Provide a B2B portal where customers can view quotes and place orders.
• Allow customers to collect their orders from a physical point of sale using Click & Collect.
• Synchronize online and offline interactions with sales representatives.
In B2C: Offer a fluid and engaging experience
For end consumers, a seamless omnichannel experience has become a basic expectation. This includes the ability to navigate between different channels without friction (physical store, website, social networks) and find the same quality of service and information.
Examples of omnichannel initiatives in B2C:
• Deliver personalized offers synchronized across social media, website and emails.
• Allow the return or exchange in store of a product purchased online.
• Use dynamic advertising tools like Shopify Audiences to target customers across multiple channels.
Technological and organizational challenges of unified commerce
Implementing a unified, omnichannel commerce strategy requires significant adjustments, including:
• Team Coordination : Marketing, sales and logistics must work together to ensure a seamless experience across all channels.
• Technology Tool Adoption : Choosing the right tools to centrally manage inventory, orders, and customer interactions.
• Data management : Ensure efficient integration of data from different channels to provide a 360° view of the customer.
Essential KPIs for measuring performance
Here are the key KPIs to track to assess the effectiveness of your unified and omnichannel commerce strategy:
• Omnichannel Conversion Rate
• Omnichannel Average Order Value (AOV)
• Customer retention rate
• Average B2B sales cycle
• ROI of omnichannel advertising campaigns
• Engagement rate of cross-channel campaigns (emails, social networks, push notifications)
Shopify Tools for Unified and Omnichannel Commerce
Shopify offers a range of native tools to help merchants build a unified, omnichannel strategy. Here’s a comprehensive list of useful Shopify apps:
1. Shopify POS Pro : In-store sales management with real-time inventory and order synchronization.
2. Shopify Markets : International sales management with customization by region (language, currency, taxes).
3. Shopify Audiences : Advanced targeting of high-value audiences for advertising campaigns.
4. Geolocation : Automatic display of language and currency based on the customer's location.
5. Translate & Adapt : Translation and adaptation of store content according to the cultural specificities of the target markets.
6. Bundle : Creation of product bundles to increase the value of the average basket.
7. Shopify Flow : Automation of key processes like abandoned cart recovery or customer follow-up notifications.
8. Shopify Inbox : Manage customer interactions in real time across multiple channels.
9. Shopify Subscription : Setting up subscription models for recurring sales.
10. Shopify Fulfillment Network (SFN) : Automation and centralization of logistics management across multiple warehouses and channels.
11. Shopify Tax : Automated tax management across regions and jurisdictions.
12. Shopify Loyalty : Create loyalty programs accessible online and in-store.
Comparison between Shopify Basic and Shopify Plus plans
To choose the right Shopify plan, it is essential to understand the major differences between Shopify Basic and Shopify Plus :
Features Shopify Basics Shopify Plus
Cost Low monthly cost High cost with custom pricing
Checkout customization Standard checkout Fully customizable checkout
Access to advanced tools Limit Access to Shopify Flow, Audiences, etc.
User Management Basic Advanced permissions control
Scalability Suitable for small/medium businesses Suitable for large businesses and high volumes
Customer Support Classic support 24/7 dedicated support and account manager
Workflow Automation Not available Shopify Flow included
Shopify Basic is suitable for small to medium-sized businesses looking to get started or grow at a lower cost, while Shopify Plus is for larger businesses with complex customization, scalability, and advanced management needs.
Emerging Trends in Unified Commerce and Omnichannel
Some innovations could further transform unified commerce and omnichannel:
• Augmented and virtual reality : Allowing customers to interact with products in an immersive environment.
• Voice assistants and voice search : Integrating new channels of interaction with the brand.
• Contactless and frictionless payment : Developing automated and seamless payment solutions.
Conclusion
Unified commerce and omnichannel have become essential strategies for delivering a seamless, consistent, and personalized customer experience. Whether you are a B2B or B2C company, these approaches allow you to build customer loyalty, increase sales, and optimize operations.
With powerful tools like Shopify Plus , POS Pro , Markets , and Flow , plus support from Bofu , you can build a comprehensive and effective strategy. Ready to take the next step and transform your eCommerce business? Contact us today for personalized support.
