Digital Commerce Beyond Retail: Industry-Specific Transformation Opportunities

Digital commerce is no longer the exclusive domain of retail. Today, industries as diverse as healthcare, agriculture, energy, and financial services are embracing digital commerce strategies to transform operations, engage customers, and drive growth. As customer expectations for seamless, personalized, and convenient digital experiences rise across all sectors, organizations that move quickly to adopt and tailor digital commerce solutions will gain a decisive advantage.

The Expanding Digital Commerce Landscape

The digital revolution, accelerated by the pandemic and evolving consumer behaviors, has redefined what it means to do business online. While only 46% of consumers globally are satisfied with their digital commerce experiences, this gap represents a significant opportunity for organizations outside of traditional retail to disrupt the status quo and capture new value.

Publicis Sapient’s research and client work reveal that digital commerce is rapidly expanding into non-retail sectors, each with unique challenges and transformation drivers. Here’s how digital commerce is reshaping key industries:

Agriculture: Connecting Producers and Consumers

The agricultural sector faces mounting pressures from climate change, resource scarcity, and supply chain volatility. Digital commerce offers a path forward by:

Unlocking direct-to-consumer channels: Farmers can improve profit margins and build stronger relationships with consumers seeking transparency and traceability.
Enhancing supply chain resilience: E-commerce platforms enable efficient procurement of equipment, chemicals, and feed, ensuring timely access to critical resources.
Empowering with data: Platforms like Cargill’s e-commerce solution allow customers to manage orders, access food safety data, and review technical specifications online, streamlining operations and improving trust.
Educating communities: Online marketplaces provide access to information about production practices and nutrition, fostering greater consumer engagement.

Actionable Insight: Agricultural businesses should invest in digital platforms that facilitate both B2B and B2C transactions, prioritize supply chain transparency, and leverage data to meet evolving consumer demands.

Healthcare: Personalization and Accessibility

Healthcare is undergoing a digital transformation as patients demand more control and customization in their care. Key opportunities include:

Personalized patient journeys: Digital commerce enables tailored experiences based on health history, demographics, and personal goals.
Self-service tools: With 69% of consumers wanting to manage their health online, platforms that offer telemedicine, prescription management, and medical equipment shopping are becoming essential.
Integrated care: Seamless digital platforms can connect patients, providers, and payers, improving satisfaction and loyalty.

Case Example: Healthcare providers leveraging digital commerce can offer online appointment scheduling, virtual consultations, and personalized health content, resulting in higher patient engagement and improved outcomes.

Actionable Insight: Healthcare organizations should prioritize user-centric digital platforms that integrate services, enable self-service, and use data to personalize care.

Energy and Utilities: Powering the Digital Future

The energy sector is shifting toward sustainability and smart solutions. Digital commerce is central to this transition:

Smart energy management: Platforms enable consumers to monitor and manage home energy usage, renewable production, and EV charging.
Predictive analytics: Utilities can use digital commerce solutions to forecast demand, optimize grid management, and deploy renewable resources more effectively.
Consumer engagement: As customers seek more control, digital tools can provide transparency, personalized recommendations, and incentives for sustainable behaviors.

Case Example: An energy provider implemented a digital platform that consolidated decades of power plant data, offering customers actionable insights and driving a 50% productivity increase and significant cost savings.

Actionable Insight: Energy companies should invest in digital commerce platforms that centralize data, enable predictive analytics, and empower consumers to participate in the energy ecosystem.

Financial Services: Redefining Customer Relationships

Banking and financial services are being transformed by digital commerce as consumers expect intuitive, personalized, and interactive experiences:

Beyond payments: Modern platforms offer real-time payments, collateralized borrowing, and financial literacy tools.
Personalization: 76% of consumers prioritize intuitive interfaces and simplified tasks, making user-centric design a must.
Empowerment: Digital commerce tools provide greater visibility and control, helping customers manage their finances across generations and channels.

Actionable Insight: Financial institutions should focus on building digital commerce solutions that deliver seamless, secure, and personalized experiences, leveraging data to anticipate needs and foster trust.

Real-World Impact: Case Studies Across Industries

Agriculture: Cargill’s e-commerce platform streamlines order management and provides instant access to safety and technical data, improving efficiency and customer satisfaction.
Energy: An energy company’s digital platform unified legacy applications and data, resulting in a 50% productivity boost and up to 30% cost savings.
Healthcare: Providers offering online self-service tools and integrated digital care see higher patient engagement and loyalty.
Financial Services: Banks implementing user-centric digital platforms report increased customer satisfaction and retention.

Actionable Steps for Non-Retail Sectors

Assess Customer Needs: Understand the unique expectations and pain points of your industry’s customers.
Build Seamless Digital Journeys: Integrate frontstage (customer experience) and backstage (operations, data, technology) capabilities for end-to-end value.
Leverage Data and AI: Use predictive analytics and automation to personalize experiences, optimize operations, and drive growth.
Foster Trust and Transparency: Prioritize data security, regulatory compliance, and clear communication to build lasting relationships.
Adopt Agile, Composable Technology: Invest in flexible, cloud-based platforms that can scale and adapt to changing market needs.

Why Publicis Sapient?

With decades of experience in digital business transformation, Publicis Sapient partners with organizations across industries to unlock the full potential of digital commerce. Our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data—enable us to deliver measurable outcomes, from increased revenue and operational agility to deeper customer relationships and brand loyalty.

Whether you’re in healthcare, agriculture, energy, financial services, or another sector, Publicis Sapient can help you design and implement digital commerce solutions that drive growth, efficiency, and customer engagement—beyond retail.

Ready to accelerate your digital commerce journey? Connect with Publicis Sapient to discover how industry-specific transformation can unlock new sources of value for your organization.