EXPERT SPEAK
OMNICHANNEL ADOPTION IS SET TO DRIVE THE NEW E-COMMERCE EXPERIENCE
Infobip is a global cloud communications platform that enables businesses to build connections across all stages of the customer journey . Accessed through a single platform , Infobip ’ s omnichannel engagement , contact centre , chatbot and identity solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty . Mayen Warrie , Key Account Executive at Infobip Nigeria , explains how omnichannel adoption and engagement is set to drive the new e-commerce experience .
Market studies show that the recent COVID-19 pandemic served as a significant catalyst for e-commerce adoption among retail customers across the globe , with a vast majority of shoppers moving their spending online . In fact , the IDC Worldwide COVID-19 Impact on IT Spending
Survey found that online shopping increased by a massive 90 % during the height of the pandemic . Additionally , customers revealed that they are increasingly making choices about where to shop in-person based on the availability of buy online and pick up in-store , curb side and omnichannel returns services .
In the post-COVID-19 era , we are witnessing a fairly even split in consumers ’ retail wallet spend between brick-andmortar and e-commerce retailers . At the same time , we also see more in-store retailers incorporating digital channels into their communications mix to drive more customer acquisition and retention .
This is as both brick-and-mortar and online retailers are under pressure to offer increasingly frictionless shopping experiences and meet shopper demand for omnichannel payments while adhering to shifting regulatory requirements . As
Mayen Warrie , Key Account Executive at Infobip Nigeria a result , we are seeing the line between physical and digital commerce becoming increasingly blurred .
Key drivers
Currently , a number of key drivers are supporting the growth of e-commerce , as well as the rise of mobile commerce ( m-commerce ), the most important being the development and diversification of online commerce . The necessity of having an online presence was made clear for many retailers with the outbreak of
COVID-19 , and those without a developed online presence and shopping capability have been left at a great disadvantage .
The convergence of physical and digital commerce is driving demand for payment systems to accommodate omnichannel capabilities . Furthermore , the ability to engage with customers across an increasing number of channels can be achieved
Currently , a number of key drivers are supporting the growth of e-commerce , as well as the rise of mobile commerce , the most important being the development and diversification of online commerce .
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