Emerging Digital Channels and the Next Wave of Omnichannel Commerce

The retail landscape is undergoing a profound transformation, driven by the rapid emergence of new digital channels that are reshaping how consumers discover, engage, and purchase. As social commerce, voice commerce, augmented reality (AR), and livestream shopping move from the periphery to the mainstream, retailers face both unprecedented opportunities and new complexities. The next wave of omnichannel commerce is not just about adding more touchpoints—it’s about integrating these channels into a unified, seamless customer journey that meets consumers wherever they are.

The Rise of New Digital Channels

Social Commerce: Shopping Where Conversations Happen

Social commerce is revolutionizing the way brands connect with consumers by merging shopping and social interaction. Platforms like Instagram, TikTok, and Meta have become powerful commerce engines, enabling users to discover and purchase products without ever leaving their social feeds. The appeal lies in frictionless, community-driven experiences—where authenticity, influencer partnerships, and real-time engagement drive conversion. Social commerce is projected to generate trillions in global revenue by 2030, making it a critical channel for future growth.

Best Practices:

Prioritize authenticity and data-driven influencer partnerships.
Use targeted ads and personalized content to boost visibility and engagement.
Leverage social data to guide individualized shopping journeys.

Voice Commerce: The Hands-Free Revolution

With the proliferation of smart speakers and virtual assistants, voice commerce is gaining traction as a convenient, accessible way to shop. Advances in generative AI are making voice interactions more natural and conversational, opening new avenues for personalized, hands-free shopping experiences. Voice commerce also enhances accessibility for users with disabilities, broadening the reach of digital retail.

Best Practices:

Optimize product listings for natural language and long-tail voice queries.
Develop voice apps that provide intuitive, seamless shopping experiences.
Address privacy and device integration challenges proactively.

Augmented Reality (AR): Bringing Products to Life

AR commerce is transforming product discovery and decision-making by allowing consumers to visualize products in their own environment before purchasing. From virtual try-ons in fashion and beauty to home furnishing visualizations, AR increases purchase confidence and reduces return rates. As AR technology matures, consumers will increasingly expect immersive, interactive shopping experiences.

Best Practices:

Invest in interactive AR experiences that facilitate informed decisions.
Ensure compatibility and seamless integration across devices.
Use AR to reduce costly returns and enhance customer satisfaction.

Livestream Shopping: Real-Time Engagement and Community

Livestream commerce blends entertainment and shopping, enabling brands to showcase products, answer questions, and drive impulse purchases in real time. This channel fosters direct interaction, builds community, and creates a sense of urgency that can significantly boost conversions. Livestreaming is especially effective for product launches, limited-time offers, and categories where demonstration is key.

Best Practices:

Focus on authenticity, interactivity, and spontaneity.
Incorporate chat features, polls, and real-time promotions.
Plan and execute live events to maintain engagement and technical quality.

Integrating Emerging Channels into Unified Commerce

The proliferation of digital channels presents a challenge: how to deliver a consistent, personalized experience across every touchpoint. The answer lies in unified commerce—an approach that aligns data, messaging, and systems to create a seamless journey from discovery to conversion.

Key Steps for Integration:

Build the Right Tech Stack: Modern commerce requires flexible, scalable technology. Composable platforms offer agility, allowing retailers to integrate best-of-breed solutions and adapt quickly to changing trends. Traditional platforms provide stability and simplicity. The optimal approach often blends both, tailored to business goals and customer needs.
Synchronize Data for Real-Time Insights: Unified data across channels enables real-time inventory visibility, customer behavior analysis, and personalized engagement. AI and machine learning can anticipate needs, optimize operations, and deliver one-to-one experiences.
Cross-Channel Integration: Ensure that the customer journey is cohesive, whether a shopper moves from a social ad to a voice search, from AR visualization to a livestream event, or from mobile browsing to in-store pickup.
Continuous Optimization: Use analytics frameworks to measure performance, test new features, and iterate based on customer feedback and market trends.

Technology Foundations for the Next Wave

A robust omnichannel strategy is underpinned by:

Customer Data Platforms (CDPs): Unify shopper data for targeted marketing and personalized experiences.
Cloud-Based Infrastructure: Enable rapid scaling and resilience.
AI and Machine Learning: Optimize inventory, forecast demand, and personalize offers.
Composable Commerce Architectures: Allow for modular, best-of-breed integrations that can evolve with consumer expectations.

Early Adopter Success Stories

Walmart Canada: Integrated scan-and-go technology and frictionless checkout, reducing in-store congestion and enhancing the mobile experience.
UK Grocers: Rapidly scaled online order capacity and delivery slots, leveraging real-time data and AI-driven demand planning to meet surging digital demand.
Southeast Asian Retailers: Leveraged super-apps, mobile-first strategies, and AR to deliver hyperlocal, personalized experiences and rapid fulfillment.

The Path Forward: Agility, Innovation, and Customer-Centricity

The future of omnichannel commerce is agile, data-driven, and relentlessly customer-focused. Retailers who embrace emerging channels, invest in flexible technology, and integrate experiences across touchpoints will be best positioned to capture new growth. The next wave of digital disruption is here—those who act now will define the future of commerce.

Ready to transform your omnichannel strategy? Publicis Sapient partners with leading retailers to design, implement, and optimize unified commerce solutions that deliver operational resilience, innovation, and sustained competitive advantage in a rapidly evolving world.