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Omnichannel commerce

Omnichannel commerce connects sales channels for continuous customer tasks. Data and workflows need to support the move between channels.

E-Commerce

Continuing a customer task across channels

Omnichannel commerce is an approach in which different sales channels work together in a coordinated way. Customers should be able to start a task online, for example, and continue it in a branch. This requires connecting the relevant product, customer and transaction data. The focus is on traceable transitions between channels; their interfaces and offers need not be identical in every detail. Simply being present on several channels initially describes multichannel selling.

A fictional sports shop offers collection from a branch for a travel bag bought online. The collection team needs the corresponding order, confirmed payment status and selected branch. In this example, the collection message is triggered only after the goods are confirmed ready. Collection is recorded against the existing order. The channel transition therefore relies on a shared business workflow. Displaying the same bag in the webshop and physical store alone would not create that handover.

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