The Shopify company, specialized in providing essential Internet infrastructure for e-commerce, has reinforced its vision of “Unified Commerce” through customer cases of all sizes, focused on adapting to new retail trends. This is an approach that should allow businesses to efficiently manage operations, from inventory to customer service, achieving greater satisfaction for their buyers, as highlighted last week at the eShow Madrid 2024.
Gonzalo Torres, country lead of Shopify Spainconsiders that Unified Commerce is “the natural evolution of omnichannel.” Unlike simply operating across multiple channels, Unified Commerce focuses on creating a consistent and seamless experience for consumers. “From the moment a customer purchases on the web, visits the physical store or interacts on social networks, the journey must be fluid and consistent,” says Torres. Examples of this approach are businesses like Scalpers, which have successfully integrated their online and offline experience thanks to the Shopify platform.
Shopify’s recent “State of Commerce” study demonstrates that the need to do so is real, with findings reaffirming that consumers want to shop across multiple channels and expect a seamless experience regardless of which channel they shop on. However, there is still much room for improvement, with only a third of companies saying they are trying to improve the customer experience by integrating online and offline shopping. The other two-thirds still suffer from the complexity of their inherited technological base, which is holding them back from this evolution.
However, there are businesses in our country such as Zubi and Zapato Feroz, large brands that transcend borders such as Telefónica or even sports institutions such as Real Betis Balompié that are relying on this technology to offer their customers a unified experience, both in their physical stores. like online.
Black Friday and Cyber Monday
Looking ahead to the busiest season of the year, Shopify has positioned itself as a key ally for Spanish businesses. During high-demand events such as Black Friday and Cyber Monday (BFCM), companies face great operational challenges, and it is important to have tools for good inventory management, fast shipping and personalized promotions, ensuring a great shopping experience. exceptional for customers.
In fact, businesses are aware that to maintain consumer loyalty they must have the customer experience as a priority and technology is a fundamental aspect for this. According to the 2024 Shopify Holiday Retail Research survey, consumers expect AI to improve their shopping experience, identifying benefits such as making the shopping experience better (37%), saving money (34%), or improving the shopping experience. the store (38%). And as for To social commerce, the youngest Spanish buyers (18-24 years old) continue to buy through this type of commerce, with 56% on Instagram, and 44% on TikTok.
To achieve the above, it is also important to have a strong community of partners that includes developers, agencies and consultants. These partners play a critical role in the success of merchants, helping them optimize their operations and make the most of Shopify’s capabilities. “The partner community is vital for us, since they are the ones who accompany businesses in their growth and adaptation and who finish advising the client to implement our platform,” says Torres.
Shopify is the leading global commerce company that provides the essential Internet infrastructure for commerce, offering trusted tools to start, scale, market and run a retail business of any size. Shopify makes commerce better for everyone with a platform and services that are designed for speedpersonalization, reliability and security, while offering a better shopping experience for consumers online, in store and everywhere in between.
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