While unified commerce has grown in popularity, many retailers have yet to embrace the power of omnichannel solutions. The hesitation is understandable, in some ways, because these solutions have evolved quickly.

But as solutions have advanced and become more powerful than ever, it’s now the time for even the skeptics to adopt this new model of payments. Here’s 3 simple ways unified commerce can boost a merchant’s bottom line:

1. Unified commerce appeals to high-value modern customers, who see no distinction between online and off.
Today’s consumers live a digital life—they research products on their laptop, try them out in store, compare prices on their phone, and more. Customers now expect a business to be everything at once. And it’s clear that businesses who cater to these customers will reap the benefits, as customers who buy across channels are 30% more valuable than those who don’t.

E-Marketer has found that more than half of all in-store sales, 56%, were influenced by digital interactions either before or during the purchase. We’ve seen again and again that options like “buy online, pick up in store” or “order online, return in store” are no longer surprising perks—they’re expectations that consumers have.

Our research has shown that retailers aren’t prioritizing new payment options as highly as customers would like them to. If retailers don’t catch up and let customers shop the way they want, they risk getting left behind.

2. Unified commerce lets merchants travel beyond the countertop, to reach new customers wherever they are.
Today’s consumers want to be helped in the aisle, online, at the table—and many even want merchants to come find them beyond their four walls, too.

For instance, consumers no longer view an e-commerce presence as a perk—increasingly, they expect it. E-commerce has grown massively in the past decade, and yet its growth rate still outpaces the retail sector in general by almost 300%, according to the National Retail Federation. Not only that, stats from the Pew Research Center indicate 80% of consumers shop online, and more than a third of people prefer online shopping. If that one-third of consumers can’t find a store online, they’ll look elsewhere.

It’s not only about online, though—some customers want merchants to come find them, in the physical world. From food festivals to food trucks to pop-up shops and sidewalk sales, it’s crucial that companies have a payment system that enables to them to go everywhere and accept payments anywhere potential customers are. Eventbrite found that 50% of millennials attend 5 or more food or beer festivals every year, and that number is only growing as cities continue to organize and promote these events.

To find new customers, merchants need to embrace new channels and venture out to new locations, even if they’re temporary. Niche shops and boutiques, especially, need to make sure they increase their exposure to find the customer base that may not be able to find them.

3. Unified commerce simplifies business, letting employees focus on more important things.
No business owner wants to be focused on payments—they want a solution that completely takes care of payments, so that they can focus on what really matters to them.

We’ve heard it again and again. Take Susan Straub of European Splendor, who told us: “As a business owner, I don’t want to have to worry about learning a [complicated payment] system—I only want to focus on building my business. It’s great having a product that helps me do that.”

Unified commerce not only consolidates your payments into a single view and simplifies payments across channels, many options even allow you to be future-proof. As innovations in payment improve the experience both in-store and out, from one-click payments to pay-at-the-table to mobile wallet loyalty and beyond, customers need to stay at the forefront.

​​3 Ways Unified Commerce Improves A Merchant's Bottom Line

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