生态商务和物流应如何共同努力，迎接2025年的巨大变革

How ecom and logistics must work together toembrace monumental change in 2025 Predictions for the year ahead Introduction:it’s time for (another)rethink in retail “The world of retail is changing. Everyone knows that. The problem is that often toofew appreciate the scale of the transformation and the speed of the shift. Not too long ago, “going shopping” meant visiting a bricks-and-mortar store. Today, italso means heading to a web shop. But both of these view retail as an encounter or adestination. And this is dangerously outdated. We predict that 2025 will be the year that this mindset finally shifts at scale. Newtechnologies have long made it possible to interact with customers in different ways.The next 12 months will see a growth of new, practical ideas for doing so. Today’s consumers don’t want to go shopping. They expect shopping to come to them.This is both in the physical world and online. Retail is no longer an encounter. It is anecosystem. Omnichannel approaches – which combine online browsing and physicalsales (and vice versa) are not enough. To go beyond omnichannel, and provide a trulyunified retail experience, retailers need to build touch points all around the customer. Meeting this challenge requires new levels of ambition around the ecommercecustomer experience. We must truly create a “single view of the customer” regardless ofwhere they are and what channels they are using. We must provide a user-friendly and relevant way to buy and order a delivery orcollection without expecting them to come to us for the privilege. But customer-facing applications and software will not be enough. Connecting witha consumer is only worthwhile if retailers keep the promises they make to customers.And these promises are only as valid as the ability of the warehouse and supply chainto honor them. This also means thinking about the experience of the employee inmeeting that delivery promise to customers. This trends and predictions guide looks at how this next “revolution in retail” willimpact ecommerce and logistics during 2025. It will show how both business functionsneed to work together seamlessly to win the customer and keep them coming back formore. Crucially, it will highlight the importance of the delivery experience in winningcustomers, creating choice and building brand loyalty. Johan Hellman, Vice President Product & Carrier atnShift How ecommerce will embracethe “retail revolution” in 2025 The ecommerce experience must grow, adaptand evolve to make retail relevant for today’sshoppers. 1. Unified commerce Businesses like to talk about a “single view of thecustomer” or a “complete view of the business”.But with data sprawled across systems this hasproved hard to master. That means creating a shopping experience thatmatches a customer’s lifestyle, values and risingexpectations. The rise of unified commerce is changing that.Unified commerce platforms enable businessesto plug all backend systems and customer-facingchannels into a single solution. Teams can finallysee how one customer behaves across differentchannels. Businesses can determine whatcapacity and capability they have to respond tothat customer’s needs. Brands, retailers, ecomsand vendors can transform their decision makingto prepare for the future. This section explores three trends that retailersmust grasp to deliver the experience thatshoppers seek in 2025. These trends are not newin themselves. But too often, brands and vendorshave not known how to use them most effectively.As consumers grow to expect shopping to cometo them, it’s crucial that all of these aspects are atthe center of the customer experience. •Unified commerce can improve businessperformance by 9%1 •Some 99% of retailers believe a well-executedunified commerce strategy has an impact onoverall profitability2 •But 45% of retailers lack a strategic roadmapto form a unified commerce strategy3 “Deliveries are a great example of where a unifiedapproach matters,” comments Johan Hellman,Vice President Product & Carrier at nShift. “Ifa web shop promises a next day delivery, it’scrucial that there’s still enough time in the dayfor a warehouse to meet that promise. And if thebusiness is capable of fulfilling a range of deliveryoptions, it’s vital that this is clearly played back tothe customer. “Systems and processes must be able to talk toeach other. When this works well, the deliveryprocess – from checkout to delivery, ordertracking and returns - generates a huge amountof useful customer data.” 2. Social shopping Consumers don’t want to “go shopping”. Theyexpect shopping to come to them as they live theirdigital lives. Social shopping – particularly “live shopping”where people bid for items they’ve seen online– has long been popular in China. Its appeal isgrowing in the west. •According to TikTok, 75% of its users are likelyto buy something while using the TikTok Shopapp4 •YouTube claims that 89% of its viewersagree that YouTube creators offer the bestin