To demonstrate the value of unified commerce, Cebr modelled what would happen to the economy if more retailers adopted this approach. Using the United Nations’ UNCTAD index, and accounting for lockdown stringency, their economic analysis reveals that greater unified commerce preparedness is associated with improved retail performance.
Cebr’s research found that the proportion of Australian retail spending stemming from online channels stood at 9.7% in July, whereas it averaged just 6.6% in the six months prior to the pandemic. If this proportion was increased even slightly, on an ongoing basis, there could be a significant positive economic impact. In fact, Cebr’s modelling showed that increasing Australia’s unified commerce preparedness by five points could have improved national retail performance by 2.6% (or AU$7.3 billion) across the pandemic.
Better unified commerce preparedness also benefits the F&B sector. A five-point increase in unified preparedness amounts to a seven unit improvement for the sector; delivering a financial boost of more than $323 million.