In a rapidly shifting retail environment, small business owners are finding themselves at a crossroads, forced to choose between customized tech solutions or versatile platforms that allow for streamlined operations. A recent report from Shopify reveals that the future of retail isn’t just about bespoke systems but rather about embracing unified commerce—a simpler, more agile approach that empowers brands to quickly adapt to changing market demands.
The findings from Ernst & Young reveal that retailers adopting unified commerce have experienced an impressive 150% growth in gross merchandise value (GMV) quarterly. This shift isn’t merely a trend; it represents a lifeline for both small businesses and legacy companies seeking to enhance customer experience across their online and in-store interactions.
Rohit Nathany, the Chief Digital Officer at Mejuri—a direct-to-consumer fine jewelry brand that started in Toronto in 2013—sums it up well. The company once grappled with a cumbersome custom tech stack, laden with a bespoke e-commerce application and custom middleware. “We’re in the business of selling jewelry, not building custom tech," Nathany stated. He highlighted how this complexity slowed them down, making it clear that a unified system could free them from the burdens of tech management.
Transitioning to a unified commerce platform allowed Mejuri to refocus its resources on core business activities like product design and customer engagement. By using a system that "worked out of the box," they could minimize custom development and reclaim time to innovate.
Similarly, Belstaff—an esteemed UK-based outerwear brand with over a century of history—faced its own set of challenges. With a growing need to integrate their brick-and-mortar stores with online sales while keeping costs down, the brand struggled with the high costs and complexity of a disjointed tech environment. Navid Jilow, Belstaff’s Director of Technology, noted that the previous disparate systems meant they needed additional staffing and financial resources just to maintain operations.
The unified commerce approach transformed Belstaff’s inventory management. The “endless aisle” feature allows associates to sell items in-store that may be out of stock locally—sending the products directly from warehouses to customers. This seamless experience has resulted in tangible benefits, including an additional $250,000 in sales within the first six months of adopting Shopify POS.
For small business owners, the key takeaways are clear. A unified commerce system not only enhances the customer experience but also provides efficiencies that can significantly reduce overhead costs and improve operational agility. In a landscape where customer expectations are continually rising, having a seamless connection between online and offline sales can be a game-changer.
However, transitioning to a unified commerce platform also presents challenges. Small businesses must weigh the costs of implementation and training against the potential benefits. While many platforms offer out-of-the-box solutions, owners need to consider how these systems will integrate with their existing processes and workforce capabilities.
The move away from complex custom-built systems toward unified platforms is increasingly favored among retailers. A recent survey revealed that 43% of retailers noted their preference for unified solutions as a decisive factor in choosing Shopify POS.
The impetus to simplify operations and focus on core business functions resonates deeply for small businesses. As Nathany expressed, there is much to be excited about within the realms of marketing, e-commerce, and point-of-sale systems. For those grappling with outdated tech stacks or seeking growth opportunities, unified commerce could be an essential component of a successful transformation.
As small business owners navigate their future in this dynamic environment, the emphasis should be on finding solutions that facilitate innovation while meeting their customers’ needs. Brands like Mejuri and Belstaff demonstrate that transitioning to a unified commerce framework can unlock new pathways for growth, inspiring entrepreneurs to explore what a cohesive operational approach can offer.
To read more about Shopify’s insights on unified commerce, visit the original report here.
Image Via Envato: photobyphotoboy
