Data and infrastructure
Unified commerce is the model in which all sales channels, shop, website, app, marketplaces and customer service, rest on a single platform with one record of customers, orders, prices and stock, updated in real time.
It is the last step of a three-stage evolution. Multichannel places different channels side by side, each with its own systems: the customer finds them all, but they do not talk to each other. Omnichannel connects them so the customer moves from one to another with the same experience, often through integrations between separate systems. Unified commerce removes the separation at the root: the channel becomes just the point at which the customer enters a system that is one. For the company it means campaigns, stock and service designed together; e-commerce stops being a separate catalogue and becomes the tool that serves every channel, towards OnLife selling.
Source: Manuale del Cosmetologo, capitolo 3.6, Tecniche Nuove.
An example
A customer orders online a product the central warehouse does not have: the system finds it in the nearest shop, ships it from there, and the shop assistant sees the order in the record of the same customer they know in person.
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