The lines between online and in-store shopping are blurring faster than ever. For many consumers today, the “e” in “eCommerce” is quietly fading into the background. It’s no longer about distinctly separate channels, but rather a unified brand experience.
Consumers not only expect the same brand and shopping experience across channels, they also expect to shop seamlessly across channels — for example, if they start their shopping journey in a mobile app and add items to their cart, they expect to see those same items in their cart when they switch to the website.
This shift is driven by several key factors that we’ll cover in this article.
Brick and Mortar Blending with Online
Physical stores are no longer isolated entities; they are becoming integral parts of the digital shopping journey. Many retailers are integrating their brick-and-mortar operations with online platforms, offering services like Buy Online Pickup In Store (BOPIS) or Curbside Delivery. These fulfillment methods allow customers to experience the convenience of online shopping with the immediacy of physical retail, effectively erasing the divide.
Commerce Involves So Much More
Modern commerce extends far beyond the initial click or swipe. It encompasses intricate supply chain management, real-time inventory visibility, and a deep understanding of the post-purchase journey. Customers now expect to know where their package is at every step, as much as they value the initial shopping experience. KIBO, for instance, focuses on real-time inventory to ensure product availability on search and category pages, and offers detailed Estimated Delivery Dates (EDD) that factor in various fulfillment stages. This comprehensive approach shows how deeply intertwined all aspects of commerce have become.
Unified Customer Experience Teams
The traditional silos between online and in-store teams are breaking down. Companies are unifying their customer-facing operations into integrated “customer experience centers”. This means a customer service representative (CSR) can handle inquiries related to both online orders and in-store purchases, providing a seamless and consistent support experience. This integrated approach streamlines processes, reduces time spent on calls, and improves overall customer satisfaction.
Customers Don’t See Channels as Separate
Perhaps most importantly, customers themselves no longer perceive the digital channel as distinct from the physical store. For them, buying from a brand is simply buying from that brand, regardless of the method. The expectation is a consistent experience, whether they are Browse a website, picking up an order at a store, or initiating a return online for an item purchased in person.
This evolution means that the emphasis is no longer on “eCommerce” as a standalone concept. Instead, the focus is on a holistic “commerce” experience, where every touchpoint is interconnected and designed to serve the customer seamlessly.
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