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Making Commerce Click: How the Fastest Brands Are Winning the Always-On Shopper

  • 24th June 2025
  • The Ivy Soho Brasserie, London

Unified commerce is no longer a future aspiration. It's the strategic foundation for delivering connected, profitable, and always-on shopper experiences.

On 24th June 2025, in the stylish surroundings of The Ivy Soho Brasserie, PMC, in partnership with Couchbase, hosted Making Commerce Click, an exclusive event uniting senior leaders from across retail and commerce. The evening marked the official launch of The Race to Unified Commerce, a major new research report created by Retail Economics in collaboration with PMC.

Live demonstration: D2S and Graphene in action

The evening began with a live demo of Direct-to-Shopper (D2S). Powered by Graphene, D2S enables frictionless, app-free purchasing experiences via custom microsites. Led by Elliott Winskill, Technology and Solutions Director, alongside Maya Weier, Head of Marketing, the session demonstrated how brands can engage customers in the moment - whether at events, pop-ups or live venues, and convert interest into measurable revenue.

Key features included:

  • Branded microsites launched rapidly - in hours, not weeks
  • Contextual, targeted campaigns via QR, SMS and social
  • Integrated checkout, fulfilment and campaign tracking
  • Real-time operational visibility across all channels

Together, the platforms showed how retailers can streamline commerce touchpoints and unlock new growth opportunities through fast, flexible technology.

The case for unified commerce: research & realities

Richard Lim, CEO of Retail Economics, shared findings from our joint report The Race to Unified Commerce, based on research from over 100 UK retail leaders. His session took us on a fascinating journey through the evolution of retail, illustrating just how rapidly the industry has had to adapt. From the rise of eCommerce to the fragmentation of customer journeys, the pace of change has been relentless.

The research highlighted a growing performance gap between retailers who have adopted composable, API-first infrastructure and those still constrained by legacy systems. Richard brought to life what unified commerce means in practical terms not just for enterprise-scale retailers, but also for digital natives managing complex, cross-channel customer experiences.

We’ve reached a turning point. Retailers who have re-architected for flexibility are outpacing those held back by legacy systems, not just in speed, but in profitability and customer experience too.

Richard Lim

CEO at Retail Economics

The key insights covered during his presentation included:

  • 73% of UK retailers say legacy systems are a major blocker to growth
  • Mid-sized brands (£500m–£1bn) are leading on agility, inventory visibility and fulfilment
  • Digitally mature retailers are ahead in AI personalisation, dynamic order management and real-time analytics
  • API-first, modular architecture is enabling fast, low-risk innovation

The report reinforced that unified commerce is no longer optional. It is becoming the standard for delivering the seamless, scalable experiences today’s consumers expect.

You can download the report here.

Collaborative reflections

The event closed with a discussion led by Couchbase, delving into components of the report’s findings and thoughts around the table from the senior leaders, along with challenges they’re currently facing in their respective businesses.

Conclusion

Making Commerce Click provided more than inspiration - it delivered real strategies, real tech, and real benchmarks. With the launch of The Race to Unified Commerce, PMC and Retail Economics set a new standard for what forward-thinking retail can look like.

At a time when retail is continuous and consumer expectations are rising, the brands moving fastest are those that are re-architecting for change.

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