What is omnicommerce and omnichannel?

“Greater use of ecommerce is here to stay, because there’s no getting away from the fact that online shopping is convenient,” according to Scott Frisby, Head of Strategy for Elavon Europe. “In the past, consumers might have had security concerns about online shopping or found it confusing, but most people have generally positive experiences.”

“For consumers, this means more choice and convenience around shopping. For retailers, though, this means a challenge,” adds Scott.  

“They have to manage several methods and processes for ordering, delivery and payment.”

“Although there’s a real desire for the social and recreational aspects of high-street shopping, it’s clear that online, in-app and remote shopping are permanent features of the retail landscape. A mix of both, which is omnichannel retail, is the way forward.” 

Simon Tune, Commercial Director for Elavon Europe, said consumers are comfortable with change and are making the most of what’s available.

“Interestingly, the most popular payment methods being used show consumers are embracing the full range of payment types available: from face to face in-person payments, to online and omnicommerce,” he says. 

“This in itself offers reassurance that whatever business environment you’re operating in, your customers are accepting change and progression.

“In fact, it’s now clear that in the hospitality sector, omnicommerce isn’t an option any more. A hotel owner needs to be able to take bookings and payments at every step of your guests’ journey, from discovery to check-out.” 

Hospitality isn’t the only sector where omnicommerce is no longer an option. Businesses like travel, entertainment or experiences need to take bookings and payment online, or in an app, but then upsell in person.

This, then, is omnichannel in action: a multichannel approach to payments that provides a frictionless, seamless consumer journey, both online and in-person. It focuses on the entire purchasing journey, no matter from where the customer engages with the business.

‘Bricks and clicks’ apps, which combine physical and online operations into a single retail experience, are perhaps better placed than digital-native apps, such as Amazon or Shein, to meet the needs of these customers who want the best of both worlds. They bridge the gap between the immersive experience of being in a shop and the instant digital gratification of using applications. 

“Even in the recent past, retailers could trade as an online-only or a face-to-face-only brand. That’s less common now and that’s why the concept of omnichannel has moved from the passenger seat to take over at the wheel,” Scott explains. “Omnicommerce is the norm for browsing, purchasing and post-sales servicing.

“What’s less clear is how this will look in different sectors of the retail landscape. Fashion brands will have a different experience than hardware shops. Many consumers will be determining their own personal mix of face-to-face shopping versus ecommerce and the reta