Today’s consumers use an increasing variety of devices, including tablets, smartphones, smartwatches and even voice-activated digital assistants to do their online shopping. In fact, in 2017, for the first-time smartphones gained a higher share of e-commerce revenues than PCs. At the same time, customer experience continues to take priority over price as the main motivation behind purchases, so businesses must keep working to find new ways of maintaining loyalty. Bring these two things together and you have a perfect storm. Customers are demanding the same great experience and service, regardless of the channel or device they use, for any shopping activity they undertake.
The answer to this challenge is what’s known as headless commerce. Having the opportunity to present customers with rich but relevant product content across all touch points is an important aspect of the integrated customer experience. Headless commerce is about replacing fixed strategies for each channel with a personalised buying experience. This is based on tailoring information regarding new products and recommendations for each customer across all channels. The right approach to headless commerce ensures that customers stay engaged, increasing their propensity to buy, even if they are switching between channels to make a purchase. Even in B2B commerce, the boundaries are being pushed and there is a strong need for headless commerce. According to our recent research, 39% of global B2B organisations are using VR to personalise the customer experience while 40% are using progressive web apps and 39% are enabling wearable technology to place orders.
The momentum of omnichannel within the B2B market has already refined the customer experience from what it once was. As a result, organisations are opting to combine direct sales channels with web stores, warehouses and back office functions to achieve seamless commerce. For example, if a customer abandons their shopping cart, they

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