The days of treating your brick-and-mortar stores and online marketplaces as separate experiences are over. Customers don’t care how they buy or who they buy from. They are simply making a purchase. It should be a holistic experience. One they expect will be reflected by the brand no matter how they choose to engage.
Commerce is at the center of marketing, influencing every channel your customers use. And as consumers have adopted that point of view, not only must your commerce solution be everywhere they are, but it must be easy for them to buy from you, no matter how they engage.