UK consumer insights analysis

Unified commerce: From fragmentation to connected experiences

In today's digital age, customer journeys are more fragmented than ever. Consumers interact with brands across multiple platforms, devices, and touchpoints, expecting a consistent and personalised experience wherever they engage. However, disconnected systems and misaligned messaging often create friction, causing customers to drop off, lose trust, or look elsewhere. The result? Customer frustration, missed sales, wasted ad spend, and missed growth opportunities for advertisers.

‘Unified Commerce: From fragmentation to connected experiences’ in partnership with Retail Economics analyses the gap between what customers expect and how businesses perform. Based on a comprehensive survey of 2,000 UK consumers, our research has been consolidated into four critical insights, each highlighting a key area where friction is impacting performance.

Explore what’s impacting shopper behaviour and what’s shaping the future online experience. Dive into the report to uncover the importance of creating seamless, connected experiences that drive growth and build long-term loyalty.

For brand and advertising leaders, this is your roadmap to clarity in a chaotic landscape—showing you where to focus, what to fix, and how to thrive in a hyper-connected world.