A customer starts browsing for running shoes on her laptop during lunch. She adds a pair to her cart but has not purchased them yet.
Later that evening, she opens the brand’s mobile app. The app greets her by name and shows the exact shoes she saved earlier. She quickly checks available colors and sizes, then reserves them for in-store pickup.
The next day, she visits the brand’s flagship store. A sales associate greets her and brings out the shoes in her preferred size and color because the in-store POS system is already synced with her online account.
She tries them on, makes the purchase, and instantly receives an email receipt with loyalty points added to her account. Her app updates to recommend matching running gear for her next session.
That smooth journey across laptop, mobile, and store is the essence of omnichannel commerce. It feels natural to the customer, but it requires strong technology and integration behind the scenes. B2B omnichannel commercetools solutions help businesses deliver this connected approach.
Omnichannel is more than having multiple sales channels. It connects them into one continuous journey so that customers never feel disconnected.
Key elements of a true omnichannel approach include:
Inventory data that updates in real time.
Omnichannel commerce is built on continuity, consistency, and personalization. Enterprises leveraging composable commerce omnichannel models can respond to customer behavior faster and maintain a unified experience across touchpoints.
Enterprises that rely on outdated commerce models struggle with fragmented systems and disconnected touchpoints. By contrast, an omnichannel model creates a unified experience.
| Traditional Commerce | Omnichannel with commercetools |
| Each channel maintained its own backend. | All channels connect to a shared backend via APIs. |
| Inventory updates were delayed and inaccurate. | Inventory, pricing, and promotions update instantly. |
| Customers had to repeat details when switching channels. | Customers experience seamless and personalized interactions. |
| Returns and exchanges were inconvenient. | Returns and exchanges are managed across touchpoints with ease. |
commercetools is designed on MACH principles that support flexible and future-ready commerce:
API-first: Every component integrates through APIs for interoperability.
Cloud-native: Reliable and adaptable infrastructure.
Headless: Frontend and backend are separate, allowing tailored designs for each channel.
This approach supports enterprises in building a true omnichannel commerce solution, connecting multiple touchpoints, integrating third-party platforms, and expanding into new markets without technical roadblocks.
Delivering an omnichannel journey requires certain capabilities to work together. commercetools supports these through its architecture and integration.
Cross-device Checkout: Customers can begin checkout on one device and finish on another without disruption.
Different industries are already applying omnichannel strategies with commercetools to improve customer journeys.
Healthcare providers use omnichannel to improve both product sales and patient services.
Example: A patient books a health check-up online. The system sends reminders via SMS and app notifications. At the clinic, staff already have booking details. Test results are uploaded directly to the patient portal and synced with the app. Payments process instantly, and receipts are emailed.
With commercetools, healthcare providers can:
Provide subscription services for chronic medication refills.
Retailers are leading adopters of omnichannel commerce.
Example: A customer buys a shirt online but chooses in-store pickup. At the store, staff suggest matching trousers in the customer’s style. Loyalty points update instantly in both the app and printed receipt.
With commercetools, retailers can:
Run promotions consistently across all touchpoints.
Automotive brands use omnichannel to support complex buying journeys.
Example: A customer configures a car online, choosing color, engine, and features. This configuration syncs with the dealership system. When the customer visits the showroom, the sales rep accesses the exact configuration and schedules a test drive.
With commercetools, automotive brands can:
Sync vehicle customization tools across all platforms.
Adopting an omnichannel model delivers tangible business value.
Market growth: Businesses can launch new channels quickly and expand into new regions.
Organizations that avoid omnichannel strategies face growing challenges:
Poor customer satisfaction due to fragmented experiences.
commercetools addresses these challenges by centralizing commerce logic and connecting any number of touchpoints through APIs.
Enterprises planning to adopt omnichannel commerce should approach it in structured steps.
Emerging technologies will continue to shape how businesses deliver omnichannel journeys.
Unified loyalty programs: Rewards integrated across brand touchpoints.
commercetools offers the flexibility to adopt these trends quickly.
Today’s customers expect seamless recognition and continuity across every touchpoint, whether online, in-store, or through digital assistants. Meeting that expectation requires the right technological foundation and a disciplined approach to integration.
commercetools provides the flexibility and connected architecture enterprises need to deliver unified journeys. At Accion Labs, our work with omnichannel adoption has shown that success comes when strategy and technology align. Enterprises that move in this direction build stronger customer trust and long-term business value.
Omnichannel is already shaping today’s commerce, and with the right foundation, businesses can deliver it effectively now.
Not sure where to start with composable commerce? Schedule a consultation and get expert advice for phased and risk-managed adoption.