The explosion in online purchasing and e-commerce activity during the COVID-19 pandemic means that brands must significantly improve the quality and seamlessness of the commerce experience. All brands want their online customers to complete transactions, but that isn’t enough. Success demands a modern commerce experience, including on-target recommendations, omnichannel support, and personalization that goes far beyond what was possible only a year or two ago. Any brand that fails to quickly deploy a commerce platform that can deliver these capabilities will soon be left behind.

Customers, of both B2C and B2B brands, now expect a commerce experience to deliver a coherent interaction. And all customers expect the commerce experience to be consistent, whether they are on a mobile or a desktop device. They want the look and feel of an app rather than a series of pages.

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