Retail is changing faster than ever. Customers no longer think in terms of “online” or “offline”—they simply expect brands to recognize them, serve them, and reward them consistently, wherever the interaction happens.
Recent insights from the Nexi European survey clearly show this evolution. Across Europe, consumers are increasingly adopting a blended shopping approach, combining the speed of digital channels with the reassurance and immediacy of physical stores. Flexibility, convenience, and smooth payment experiences are now decisive factors in purchasing decisions.
The Rise of Hybrid Shopping Habits
E-commerce is firmly embedded in everyday life. In the Nordics, Italy, and Germany, more than nine consumers out of ten make online purchases at least once a month. Yet brick-and-mortar stores remain indispensable, particularly for daily essentials.
Supermarkets continue to dominate physical retail, with close to 70% of respondents identifying them as their most frequently visited stores. At the same time, category preferences reveal a clear omnichannel mindset:
Apparel is the most purchased category online across Germany, Italy, and the Nordics
Shoes, health, and beauty products closely follow
Grocery shopping remains strongly anchored in-store
Consumers are not choosing one channel over another—they are using both, depending on context and need.
Payments Go Mobile First
As shopping behaviors evolve, so do payment preferences. Mobile payments are rapidly becoming the standard across Europe:
Nordics & Italy: Approximately 70% of online transactions and half of in-store payments are completed via smartphone
Germany: Around 61% online and 36% in physical stores
This shift highlights growing expectations around speed, simplicity, and value-added services such as loyalty and digital receipts.
Higher Expectations, Greater Complexity
Modern shoppers expect much more than transactional efficiency. They want to be recognized, rewarded, and guided through seamless journeys from discovery to checkout and beyond. Personalization, flexibility, and continuity are now baseline expectations.
For retailers, however, delivering on these demands is increasingly complex. Managing disconnected systems, fragmented data, and inconsistent experiences across channels can quickly become a barrier to growth. Competing effectively today requires more than omnichannel presence—it requires true integration.
Unified Commerce: Connecting Every Touchpoint
Unified Commerce brings together payments, data, and customer interactions into a single, connected ecosystem. By aligning online, in-store, and mobile channels, retailers can offer coherent and personalized experiences while simplifying operations behind the scenes.
With a unified approach, merchants can:
Ensure consistency across every customer interaction
Leverage connected data to personalize engagement
Enable smarter, faster decision-making
This model allows retailers to scale, innovate, and enter new markets with confidence.
How Unified Commerce Works in Practice
Unified Commerce enables practical, customer-centric services that directly improve the shopping experience, such as:
Click & Collect: Purchase online and pick up in-store
Click & Return: Return digital purchases at physical locations
Endless Aisle: Order unavailable items in-store for home delivery
Recurring Payments: Set up subscriptions directly from the store
These use cases reduce friction, increase loyalty, and help retailers capture more value at every touchpoint.
Three Key Benefits for Merchants
1. Stay Present Wherever Customers Shop
Meet customers across all channels with consistent experiences that build trust and loyalty.
2. Never Miss a Sales Opportunity
Extend your assortment beyond physical shelves with Endless Aisle capabilities.
3. Build Sustainable Growth
Transform individual channels into one connected ecosystem that strengthens relationships and drives long-term performance.
Looking Ahead: Retail Is Unified by Design
Today’s consumers expect speed, personalization, and freedom of choice. Unified Commerce enables retailers to deliver on all fronts—turning complexity into opportunity and innovation into everyday reality.
The future of retail isn’t about choosing channels. It’s about connecting them.
Ready to take the next step? Discover how Unified Commerce can help your business grow in a world where customer expectations never stand still.
