Winning markets by pivoting personalised commerce experiences at scale

Sangeeta Tanwar

Even as the pandemic has transformed consumer habits and boosted digital commerce, more and more online shoppers are seeking a seamless customer journey across the digital and physical.

Businesses are increasingly going for a single platform to grow their business-to-commerce and business-to-business offerings.

“Commerce is moving beyond the website to mobile, physical and in-product experiences, necessitating brands to move to a single platform to support all these business models,” Loni Stark, Adobe’s vice-president for experience and commerce, told the online audience at the Adobe Summit: The Digital Experience Conference.

“One of the key factors triggering this shift is the changes in demand across business buyers and consumers.”

And this shift towards a single platform is happening in a big way.

Last holiday season, retailers in the US...

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