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Unified commerce and omnichannel engagement are at the forefront of retailers' strategies. Deep linking, partner ecosystems, and API integration are ways to achieve unified commerce in the short term.


  • As seen at NRF 2018: Retail's Big Show, technology vendors are driving advancements in delivering unified commerce – a mobile-first and seamless customer engagement model that not only unifies the commerce value chain, but also blends the digital and physical worlds.

Features and Benefits

  • Summarizes some of the technology announcements made at NRF 2018.
  • Assesses how technology vendors and retailers should approach unified commerce.

Key questions answered

  • What are the requirements of long-term unified commerce?
  • What is the difference between unified commerce and omnichannel engagement?

Table of contents

Ovum view

  • Summary
  • Consumers expect unified, frictionless experiences
  • Deep linking, mobile apps, APIs, and a partner ecosystem will unify commerce in the short term
  • Long-term unified commerce requires the reorganization of people and processes


  • Author

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