Commerce transformation

Transform your commerce ecosystem by catalyzing customer attraction

Customer expectations are higher than ever. They want more choice, speed, and convenience regardless of how or when they’re interacting with a company. With nearly 80% of consumers shopping on 3+ channels over the past six months, now more than ever companies are expected to deliver a seamless, personalized commerce experience across channels to achieve a deeper level of engagement.

Commerce organizations are asking, “How do I attract and retain my customers as they navigate our commerce ecosystem?” Companies can win by focusing on the values and capabilities that can increase their customer attraction. Now is your opportunity to help catalyze customer attraction by transforming your commerce ecosystem.

Commerce transformation flywheel

Transform your commerce organization to help drive customer attraction

PwC’s commerce transformation team solves business to business (B2B), business to consumer (B2C), direct to consumer (DTC), and marketplace challenges across their customer journey providing a holistic set of client business and commercial models. Together, we help our clients put commerce at the center of their organization so they can orchestrate experiences and reimagine their business and bring their vision to life through integrated digital and physical channels that can help meet customers’ ever-rising expectations.


Modern businesses need a “headless” channel strategy that includes engaging with customers, collaborators, and suppliers through online and offline channels in addition to existing channels. A strategy that drives integrating customers, inventory, and order management systems that helps manage data and experience flows across channels and inventory locations based on what customers prefer rather than on how systems are organized.

PwC’s commerce transformation team can help you deliver complex business capabilities and processes through robust digital experiences. We can help you develop your future state vision of the ideal omni-channel experience and assess the maturity of your digital commerce capabilities to help identify gaps and opportunities.


A large part of commerce transformation is changing the way you approach the commerce experience. Orchestrating the customer journey across multiple touchpoints is a critical capability in your commerce ecosystem. Shifting from a product-to customer-centric solution allows you to help develop and scale capabilities to improve customer satisfaction.

PwC’s commerce transformation team can help you design an end-to-end commerce and user experience that puts the customer in focus and has a foundation in customer attraction and design principles. We can help you design and implement the capabilities and architecture required to help deliver the solution with ideal speed to market.


As your commerce operations scale and change, modified organizational models are required to support this new functional area. Businesses often struggle to map out a formalized structure for commerce that includes the design and optimization of people and operations.

PwC’s commerce transformation team can help you establish a digital operating model to help build and run your commerce business and unlock significant value by using AI to systematically improve the extensive range of operations. As part of the new design, we can help you determine functional, technical, and leadership roles and processes to work across business and technical teams.


At the heart of an effective customer attraction-based commerce program is a digital solution that can leverage data and analytics to help deliver a holistic customer experience. It takes a lot to manage a complex technology integration across your enterprise. We believe without a careful, planned approach to implementation, strategic goals likely won’t be attained. Strategy means nothing if you don't execute.

PwC’s commerce transformation team can help you design, manage and deliver the development and integration activities to implement your commerce and marketplace platforms to help produce results within the context of your strategy. We can help you stay focused on value realization for your program milestones, vendor management, change management, and reporting.


Your vast and valuable data is less valuable without analytics to derive insights and helps you improve your commerce program. Oftentimes, companies do not have an integrated data strategy to support informed business decisions.

PwC’s commerce transformation team can help you implement analytics such as AI and ML across the customer lifecycle. We can help you derive insights from your data that highlight optimization opportunities that can contribute to customer and employee satisfaction, revenue growth and operational efficiencies.

Transition services

Do you want to execute a commerce transformation in your organization but lack the resources to make it happen? This is a common problem for many companies. That’s why PwC has a managed service to do the heavy lifting while we work with your leadership team to help design your ideal state.

PwC’s commerce transformation provides on-demand support to help expand and extend your digital commerce team when ad-hoc assistance is needed.

Watch the replay of PwC's Customer Connections webcast

Attract to amaze: Evolving customer experience in an AI-driven world

Contact us

Joe Lamano

Principal, Global Commerce Transformation Practice Leader, PwC US


Ahmet Ozman

Partner, US and Global Commerce and Marketing Transformation Leader, PwC US


Fergie Chen

Director, Global Commerce Transformation, PwC US


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