Beyond Retail: The Rise of Seamless Digital Commerce in Non-Retail Industries

In today’s digital-first world, the expectation for seamless, personalized, and omnichannel commerce experiences is no longer confined to retail, financial services, or health. Across industries as diverse as automotive, agriculture, insurance, energy, and travel, customers and business partners alike are demanding the same frictionless digital interactions they’ve come to expect from leading consumer brands. This shift is redefining what it means to do business in sectors not traditionally associated with digital commerce—and it’s creating unprecedented opportunities for innovation, growth, and customer engagement.

The Expanding Digital Commerce Landscape

The digital revolution, accelerated by the pandemic and evolving consumer behaviors, has fundamentally changed how people interact with brands and organizations. According to recent research, only 46% of consumers globally are satisfied with their digital commerce experiences, highlighting a significant gap—and a major opportunity—for industries beyond retail to differentiate themselves by delivering superior digital journeys.

Ten Sectors Poised for Digital Commerce Growth

Publicis Sapient’s research across ten industries reveals that the demand for seamless digital commerce is universal. Here’s how some of these sectors are transforming:

• 1. Agriculture
  Digital commerce is empowering farmers and agribusinesses to unlock new direct-to-consumer channels, improve supply chain resilience, and provide transparency around sourcing and sustainability. Online platforms now enable customers to place orders, access food safety data, and review product specifications instantly, streamlining operations and building trust.
• 2. Automotive
  The traditional car-buying experience is being reimagined. Nearly three-quarters of consumers want to self-select vehicle features and avoid in-person sales pressure. Digital commerce tools now unify the entire journey—from research to purchase—enabling personalized recommendations, dynamic financing options, and seamless online transactions for both new and aftermarket vehicles.
• 3. Insurance
  With 75% of consumers seeking control and customization in their insurance coverage, digital commerce is enabling insurers to offer highly personalized policies. By leveraging data from connected devices and ecosystems, insurers can create usage-based and behavior-based models, enhancing transparency and tailoring coverage to individual needs.
• 4. Energy and Utilities
  The energy sector is undergoing a digital transformation as utilities shift toward sustainable, decentralized solutions. Digital commerce platforms provide centralized data for demand forecasting, smart grid management, and customer engagement. Consumers can now manage home energy production, usage, and electric vehicle charging through intuitive digital interfaces, fostering a more sustainable and customer-centric ecosystem.
• 5. Travel and Hospitality
  Travelers increasingly expect hyper-personalized, seamless digital experiences. From booking to check-in, digital commerce platforms offer tailored recommendations, eco-conscious options, and contactless payments. Brands that leverage these platforms to deliver nuanced, one-to-one marketing and feedback mechanisms are driving loyalty and lifetime value.

What’s Driving the Shift?

Across all these industries, several key trends are fueling the rise of seamless digital commerce:

• Personalization at Scale: Modern consumers—especially Millennials and Gen Z—expect experiences tailored to their preferences, behaviors, and needs. This goes beyond basic personalization to anticipate and fulfill individual requirements in real time.
• Omnichannel Integration: Customers want the flexibility to move effortlessly between digital and physical touchpoints. Whether researching online and purchasing in person, or managing services through mobile apps, seamless integration is now table stakes.
• Data-Driven Insights: The ability to harness and activate data is central to delivering relevant, timely, and engaging experiences. Advanced analytics and AI enable organizations to predict needs, optimize operations, and personalize offerings.
• Sustainability and Transparency: Consumers are increasingly conscious of the environmental and social impact of their choices. Digital commerce platforms that provide transparency around sourcing, production, and sustainability are building trust and long-term loyalty.

Overcoming Friction and Building Trust

Despite rapid progress, friction remains a common pain point across industries. Issues such as confusing interfaces, slow performance, and lack of transparency can erode trust and drive customers away. To succeed, organizations must prioritize:

• Intuitive, user-friendly design that minimizes steps and reduces confusion
• Proactive customer support—including AI-powered chatbots for quick resolutions
• Robust data privacy and security to reassure customers and encourage data sharing
• Transparent communication about how data is used to personalize and improve experiences

The Role of Publicis Sapient

At Publicis Sapient, we help organizations across all sectors unlock the potential of digital commerce. Our end-to-end solutions—spanning strategy, design, engineering, data, and experience—enable clients to:

• Rapidly integrate or enhance digital commerce platforms
• Deliver personalized, frictionless experiences that drive engagement and loyalty
• Leverage data and AI to optimize operations and anticipate customer needs
• Embed sustainability and transparency at the heart of their business models

By moving beyond the mindset that “commerce is for retail,” organizations in every industry can harness digital commerce as a driver of profitable growth, operational efficiency, and customer-centric innovation.

Embrace the Future of Digital Commerce

The expectation for seamless digital experiences is now universal. As industries from agriculture to energy and travel embrace digital commerce, the leaders will be those who anticipate customer needs, remove friction, and deliver value at every touchpoint. Publicis Sapient stands ready to guide organizations through this transformation—helping them not just meet, but exceed, the evolving expectations of today’s digital-first world.

Ready to unlock new growth opportunities in your industry? Let’s shape the future of digital commerce together.

Relevant Links

• Publicis Sapient’s Latest Digital Life Index Finds Seamless Digital Experiences Influence Consumers’ Choices and Purchase Decisions
• Publicis Sapient’s Latest Digital Life Index Finds Seamless Digital Experiences Influence Consumers’ Choices and Purchase Decisions
• La transformation digitale du commerce de détail en Europe : enjeux, tendances et opportunités (Europe)
• La transformación digital en el retail latinoamericano: Claves para el éxito en un entorno dinámico (LATAM)
• Regional Spotlight: How Seamless Digital Experiences Are Shaping Consumer Behavior in Australia and the Nordics