Tomorrow’s consumers expect retailers to meet them where they are – online, in-store and on social media – and deliver the same experience regardless. To meet that demand, companies need to develop seamless, connected capabilities across the entire organisation.
Seamless commerce is the third, technologically-driven, wave to help transform retail in the past three decades. This revolution is happening in different ways – and at differing speeds – across various kinds of retailers (physical retail, pure play digital retail and hybrid retail), all kinds of sectors (particularly advanced in grocery) and many countries (China and India are at the forefront of change).
What is clear is that retailers are much more likely to prosper if, armed with data and insight from across the business, they become truly customer-centric by achieving the kind of broader connectivity that can make them agile enough to anticipate, innovate and react to changing consumer preferences.
In this global report, KPMG focuses on eight major markets, measuring their relative maturity against each other against four key capabilities. We explore how retailers can evolve their seamless commerce strategies to be more responsive to changing consumer behaviours and become a truly connected enterprise.
While China is the standout leader, Australia sits respectably in the middle of the pack, but with much more to do. Seamless Commerce is likely to move at lightspeed, enabled by a rapid acceleration of Generative AI and new technology to deliver a truly frictionless customer experience, everywhere, all at once, all the time.
Achieving seamless commerce
Discover how retailers can adapt their seamless commerce strategy to stay connected to customers.
Download global report (PDF 1.3MB)
