Unified commerce isn’t exactly the same as an omnichannel approach. Let’s dive into the differences below. 

The omnichannel approach

An omnichannel approach is when the customer-facing parts of your business are all connected. This helps you deliver a consistent, seamless customer experience across all your channels: your website, social media, physical stores, and more. But often, the backend systems that power your channels aren't connected. And information isn't easily or automatically shared between them.

Consider a consumer who loves to research a product and brand before buying (basically all consumers nowadays). They might browse online to find a product, then go to a brand's website and social media pages to research it. They see consistent, clear messaging across every touchpoint. Happy, they head to the brand's physical store to make their purchase.

This is one version of omnichannel retailing.

The unified commerce approach

A unified commerce approach means all your channels' frontend and backend systems connect through one platform. That means every data point is shared between every part of your business. This gives you a real-time view of your payments, customers, inventory management, and more.

Let's think again about that consumer that was heading to their chosen brand's physical store to buy a product. What happens when they arrive?

Well, with an omnichannel approach, it might be that the product wasn't available. Why? Because the retailer's backend systems aren't connected, the consumer was sent incorrect information about the store's stock levels.

With a unified commerce approach, this is unlikely to happen. Why? Because every system is connected, the consumer can see the correct stock information.