Why Every Channel Must Be Shoppable

67% of customers use multiple channels to complete a single transaction. They may start their journey with a search or on social media, switch between ecommerce channels (stores), marketplaces, review sites, and more. Not only do they bounce around online and offline, 85% of customers start a purchase on one device and finish it on another.

The key to keeping your customers at the centre of every interaction they have with your brand?


2 in 5 customers won’t do business with companies if they can’t use their preferred channels, and 45% said product availability at a nearby store was one of the most important logistical factors that influenced when and where they shopped – a trend that’s going to continue to rise.

When consumers discover new products on social sites, where do they tend to purchase from?

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How to make every channel shoppable

Connecting your all your commerce operations is pivotal to making every channel shoppable. A Unified Commerce solution creates a seamless, consistent experience for customers across all channels. By harmonising ecommerce channels, payment systems, products, and customer data, retailers can deliver a totally integrated, measurable, and frictionless experience.

Unifying your inventory (through a unified commerce solution) is fundamental to allowing customers to checkout where they choose. Where is the stock relative to the customer? How many items are left at the closest store? Where else can the order be fulfilled from? A unified commerce solution allows for informed business decisions to be made real-time, presenting the customer with all available options at checkout, generating an amazing customer experience.

When it comes to fulfilling the order, shipping from the closest location to your customer will be cheaper and faster. Or maybe you only want to ship from locations with certain stock levels. Or ship from the location with all order items in stock. A Distributed Order Management System can turn your business priorities into intelligent fulfillment rules, with layer upon layer of conditions and subsequent actions.

Why Every Ecommerce Channels Needs To Be Shoppable – What Consumers Expect

Searches for “who has” and “in stock” were up over 8,000% year over year in the U.S. alone. Unified inventory is vital to ensuring your customers can see what is in stock close to them.

Lady at table buying online
Shopping for price consistency across channels

3/4 of online shoppers expect that prices will be consistent across ecommerce channels. A single source of product truth in a PIM removes human error and provides price consistency across all channels.

60% of consumers say they would be more loyal to retailers if they would let them purchase an out-of-stock item in-store and have it delivered to their home. Empowering store staff to delight customers is as simple as adding a feature-rich distributed order management system to your technology mix.

Buy instore, deliver to home

Make every channel shoppable to increase conversions

By allowing your customers to convert when they like, where they like, and how they like, you’re more likely to not only get the conversion, but foster ongoing loyalty. A happy customer is a repeat customer. By offering the features they desire and optimising your product content for that specific channel, you’ll see a lift in conversions.

Learn how Comestri can help enable your Unified Commerce strategy.
Book a product demo or reach out today!