The Digital Commerce Playbook

Fast, flexible, and reliable fulfillment. Personalization at scale. Seamless, accurate checkout. Each of these amplified needs has created an unprecedented requirement for a true omnichannel experience, where consumers are able to interact with retailers through their preferred digital channel and have the same, ‘tailored to me’ experience each time. The new retail reality is one that is digital-first, fluid, and agile.

Leading brands and marketplaces are responding to this new reality in varying degrees, as the divide between tech-enhanced retailers and lagging counterparts grows wider. To deliver an exceptional customer experience at scale, from discovery through checkout to post-purchase support, retailers must optimize each facet of their offering, layering automation and intelligent solutions into each point of the digital journey.

In this Digital Commerce Playbook by business intelligence platform PSFK in partnership with tax compliance software firm Avalara, we present key trends and technologies across 5 stages in the purchase journey that retailers, brands and businesses should adopt to deliver best-in-class customer experiences that drive engagement and loyalty. These insights can help companies understand the changing expectations of today’s consumers, explore leading-edge CX innovations and prioritize their software and solutions investment roadmap.

Published May 2020

This 52-page deep-dive research report includes:

  • A five-stage framework comprising 15 pillars for delivering best-in-class end-to-end digital commerce experiences
  • 48 trend-supporting exemplary case studies
  • Consumer insights, industry stats and expert quotes to support further research
  • Key takeaways for enabling digital commerce leaders across categories


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