KPMG – Towards seamless commerce

The retail industry is undergoing a significant shift due to digital technology, with the global pandemic accelerating this transformation. KPMG believes that we are now entering a new era called seamless commerce, where online and brick-and-mortar channels work together seamlessly. This approach involves integrating data analytics and AI to provide customers with a holistic shopping experience across different channels. To succeed in this new retail landscape, companies need to align their leaders and employees towards the consumer, derive insights from data, invest in technology, and create a unified view of customer interactions. While no retailer has perfected this model yet, exploring opportunities and challenges is crucial. The report includes a maturity index assessing various markets such as Australia, Brazil, Canada, China, Germany, India, the UK, and the US. Achieving seamless commerce requires a shift in culture, structure, and technology within retail businesses, focusing on customer needs and sustainability goals. Ultimately, this approach could lead to a more efficient and sustainable retail sector.