The idea of a “totally connected” shopping experience is now here. At The National Retail Federation’s annual conference in January – the largest retail trade show globally – technologies were unveiled that give retailers the tools needed to unify physical stores with their digital counterparts, says Neerav Shah, Vice President EMEA at commercetools. We sat down with him to understand what this means for retailers and what the vision of a unified commerce experience looks like for shoppers.
Physical retail isn’t just surviving, it’s evolving. While digital commerce has reshaped shopping habits, the power of in-person combined with digital experiences remains undeniable. Physical stores offer something digital channels can’t fully replicate: a sensory, immersive connection that turns transactions into experiences. In the UK, brands like John Lewis exemplify this evolution, blending physical and digital elements through pop-ups, in-store treatments, and fitting-room checkouts that streamline the shopping journey. Similarly, in the US, retailers like Apple have redefined the in-store experience, integrating personalized services, app-driven shopping tools, and new omnichannel touchpoints. The results speak for themselves – during last year’s Black Friday weekend, consumers spent an impressive $3.93 billion in physical stores, proving that brick-and-mortar retail remains essential in today’s omnichannel world.
However, while stores have been the backbone of retail, today’s shoppers no longer see a divide between in-store and online shopping. They expect the same experience across both. Whether browsing a bespoke suit online before visiting Savile Row or trying on a ring at Tiffany’s before purchasing it online, consumers want the same level of personalization and convenience at every touchpoint.
For retailers, meeting these expectations isn’t optional; it’s essential to staying competitive in an era where a shopper’s journey can span multiple channels.
A New Era of Unified Commerce Led by Composable Technology
So, how do we unify these two worlds? We start by treating physical and digital channels as two channels merged into one. I’m not talking about deploying a retail software stack in a store that conflicts with a digital one, this is fundamentally different. This type of retail experience is about seamlessly merging physical and digital systems, delivering consistent, mirrored experiences at every touchpoint.
My colleagues and I understand the significance of this evolution. As such, we’ve been focused on bringing composable commerce capabilities into physical stores, unifying operations and breaking down channel silos. Unlike traditional unified retail solutions that rely on rigid software and disconnected systems, market-leading solutions deliver real-time, personalized experiences by connecting in-store and digital environments. What sets this apart from other solutions is the ability to natively enable unified commerce experiences, empowering retailers to create seamless, connected journeys across every channel without compromise.
Connecting the Dots and Bridging Investments
Achieving seamless integration isn’t just about strategy, it requires a shift in investment priorities. While retailers are increasingly investing in both physical and digital channels, the real challenge is bridging the gap between them to create a unified customer experience. Some brands have bravely invested and reaped the rewards, while others have hesitated. However, the real opportunity lies in integrating both investments.
Retailers like Nike and Sephora are good examples of leaders in this space. Nike has invested in its House of Innovation stores, blending digital and physical experiences with app-based checkouts, real-time inventory visibility, and personalized product recommendations. Similarly, Sephora has enhanced in-store shopping through mobile-driven experiences that offer product information, virtual try-ons, and tailored suggestions.
The unified approach pays off. 86 percent of shoppers expect a consistent experience across physical and digital channels, and retailers who integrate both see up to 89 percent customer retention rates. When considering that the cost of upgrading a digital commerce platform is often comparable to opening just two or three stores, the value of a unified commerce foundation becomes abundantly clear—it drives engagement, boosts sales, and builds long-term loyalty across every channel.
Yet, a strong digital foundation does more than enhance online shopping — it acts as the connective tissue that unifies online and in-store experiences. By integrating investments across both channels, retailers can create seamless, personalized journeys that drive engagement, increase customer loyalty, and maximize the impact of every interaction.
The Future is Unified
The next era of commerce goes beyond simply connecting physical and digital channels. It’s about creating an integrated experience where customers move fluidly between touchpoints without disruption. Today’s shoppers expect retailers to deliver convenience, personalization, and consistency, whether they browse a website, use a mobile app, or visit a store.
Retailers that embrace this shift will move beyond outdated omnichannel models to a unified commerce experience that feels intuitive and connected. This means offering real-time product availability and consistent pricing across all channels while empowering every interaction.
This isn’t just an evolution; it’s a fundamental shift in how commerce will operate in the future.
The author, Neerav Shah, is Vice President of EMEA at commercetools