Unified commerce replacing siloed channels

The conceptual boundary between 'e-commerce' and 'commerce' is dissolving, as retailers replace siloed channel strategies with unified commerce models that integrate digital and physical into a single operational layer.

Who it affects: retail executives, store associates, e-commerce brands

Notable: Holland & Barrett is investing in an omnichannel transformation linking online and in-store health product recommendations. Walmart, Amazon, and Costco continue to reinforce the importance of scale and omnichannel capabilities in a structurally concentrating market. Store teams are now managing localized fulfillment responsibilities that did not exist a decade ago, adding complexity to formerly simple roles.

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