Universal commerce enables merchants to offer seamless shopping across physical and digital channels, using integrated data and services to enhance customer experience. A study of 1,000 U.S. merchants found that universal commerce led to a 22% sales increase, with some seeing gains of 40% or more, and 90% reporting improved customer loyalty. Cross-channel sales now account for 23% of consumer activity, fueled by habits like buy-online-pickup-in-store. While most merchants are investing in universal commerce technology, challenges persist due to siloed systems. Still, merchants agree the complexity is justified by the substantial business returns.

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