Retail / news
UK retailers overstate unified commerce success as customer complaints persist
UK retailers are more confident than their customers about unified commerce success, as new research from Visualsoft reveals that 40% still receive complaints about inconsistent experiences.
Many UK retailers believe they have mastered unified commerce, yet their customers disagree. New research from Visualsoft, conducted with Shopify, finds that 40% of retailers have received complaints about inconsistent experiences even though a majority claim they deliver seamless service across online and physical stores.
The survey of 200 UK retail decision-makers shows a clear confidence gap. While 89% say unified commerce is essential for future growth and 85% believe their systems enable consistent cross-channel experiences, actual shopper feedback tells another story.
Operational shortcomings appear to be driving the disconnect. Some 38% of retailers report losing sales because of inaccurate inventory information, and 32% say they have struggled to keep pricing and promotions aligned across channels.
The findings suggest that retailers may be too complacent about their omnichannel capabilities. Even as companies invest in unified commerce, gaps in integration and execution continue to undermine customer trust and revenue.