Unified Commerce: The Key to Retail Success – Shaun Broughton, Shopify

1. What’s the single most game-changing innovation in commerce or fulfilment that decision-makers should embrace today? Why is it critical for their success?

There are many exciting innovations in commerce, however, what is more important for retail success is having the ability to critically evaluate your tech strategy, and understand which tools can truly help maximise business effectiveness. 

For example, something that at face value may be ‘boring’  is unified commerce. A unified commerce infrastructure makes it possible for merchants to bring together sales channels, inventory management, order fulfilment, and other retail activities under one platform. This not only lowers costs significantly but gives retailers access to a holistic view of their operations. 

Additionally, with today’s consumers often toggling between online and offline channels as part of a single transaction, having the tools to facilitate orders seamlessly across online, offline and social is vital.  For example, Aussie brand  Bared Footwear found that by adopting solutions like Shopify POS and Ship-to-customer, they were able to consolidate and unify their commerce stack to save time, optimise resources, and streamline their customer service. JB Hi-FI took a similar approach, establishing a 90-minute delivery service with Uber. In just over 12 weeks, the retailer integrated its inventory management system with Shopify via API, including the checkout page, enabling stores to pack and ship online orders to customers in less than two hours from the time of purchase. 

While a unified commerce infrastructure might not sound like the most exciting innovation, it is one of the most game-changing when it comes to business effectiveness. And with so many tools and innovations at retailers’ doorsteps, focusing on the tech that streamlines the foundations of a customer’s journey is crucial. 

2. What emerging trend in commerce and fulfilment should businesses prepare for in 2025, and how can they best position themselves to stay ahead of the curve?

Last year’s Black Friday Cyber Monday weekend saw  Shopify POS sales in Australia grow by 29%, proving that the future of commerce is offline as much as online.  With brick-and-mortar sales likely to continue playing an important role in 2025, merchants need to equip their floor staff with POS systems that support efficient workflows. For example, maintaining cart visibility on the home screen while scanning barcodes or using the search function helps reduce unnecessary steps. 

The checkout also remains one of the best areas for merchants to collect and leverage valuable first-party data. Shopify recently made metafields available through POS, aiming to improve clientelling and make data capture a natural part of the checkout flow. Teams can now record specific details directly in the customer’s profile, such as a pet store noting a customer’s pet type for future interactions. This enriched data not only enables a more personalised checkout experience but can be used to deliver highly segmented marketing communications that feel authentic and relevant to each customer.

3. What is the biggest challenge decision-makers face today in optimizing fulfilment or commerce experiences, and how should they tackle it with the help of technology?

The 2024 Australian Retail Report found that 61% of businesses struggle with efficiency-related challenges, from complex systems and manual processes to inefficient supply chains. Staffing pressures have added another layer of strain as cost-of-living increases and a tight labour pool drive up wage demands and impact retention. 

In light of these challenges, it’s no surprise that many retail leaders are prioritising operational improvements that help them do more with less. Automation can be particularly helpful in this regard, with tools like Shopify Flow allowing merchants to set up custom workflows to automate repetitive tasks related to inventory management, loyalty programs and discounts. We’ve also made it possible to automate more of the returns process, cancel returns if products aren’t sent back, and automate communication of abandoned cart or welcome emails using ready-made templates. 

Technology can also improve fulfilment efficiency. Today’s consumers want products delivered quickly with frequent updates on their order status and at little or no additional cost,  which puts pressure on merchants to fulfil orders swiftly and cheaply. Tools like Shopify Shipping make this process much simpler. With our built-in shipping software, businesses can access pre-negotiated low rates with global carriers, ship from up to 1,000 fulfilment locations, easily display different shipping options at checkout, and track the status of all orders in one place. We’ve also added time-savers like bulk printing of labels and packing slips, automations, and address validation to help retailers save precious time and money.

4. In what ways does technology directly improve the experience for end users and customers? What should decision-makers prioritise to enhance customer satisfaction?

Technology has a vital role to play in creating a frictionless shopping journey. By harnessing the right tools and unified software, retailers can adapt to the changing needs and habits of today’s shoppers, engaging with them seamlessly when and where they want to shop. 

However, while it can be tempting to keep adding flashy features to your website, or invest in another piece of software in the name of customer satisfaction, merchants should first prioritise refining the basic touchpoints in the customer journey. These core aspects – customer relationships, inventory and stock management, and operations – are crucial for building a consistently positive customer experience.

For example, retailers should make sure customers can effortlessly log into their accounts, easily track and return orders, and view their progress on any loyalty programs. Providing a smooth checkout experience is also key. In-store, this might involve offering multiple payment options and instant refunds, while online shoppers benefit from fast load speeds and features like draft orders, guest checkout, chatbots for last-minute questions, and estimated delivery dates.

By getting the fundamentals right, retailers can strengthen customer loyalty and be prepared to tackle today’s thrilling retail storm head-on.