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Unified commerce (or omnichannel commerce) is a strategic approach to Retail that involves providing a consistent and seamless shopping experience across all sales channels available to consumers, such as brick-and-mortar stores, web, mobile applications, social networks, etc. This approach allows customers to interact with the brand seamlessly regardless of the channel, enabling them to view product information, place orders, pay for and retrieve items in-store, etc Unified commerce also allows companies to collect customer data from all channels, analyze it to better understand consumer buying behaviors and adapt their sales strategy accordingly. This can help businesses deliver a personalized customer experience and build customer loyalty.

Here is a more detailed article (in french) on the subject :

Zoom sur le retail : la tendance du commerce unifié