Mastering omnichannel ecommerce: Unifying strategic insights across retailers and channels

In today's fragmented retail landscape, your brand's success depends on connecting data across Amazon, Walmart, Target, and hundreds of other retailers. Yet most ecommerce teams struggle with siloed information, manual reporting, and reactive decision-making, leaving critical growth opportunities and profit protection untapped.

The omnichannel intelligence gap

When your retail channels operate as disconnected data islands:

• Strategic blind spots emerge: You miss cross-retailer trends and competitive movements
• Team efficiency plummets: You can waste days creating reports, and normalizing KPIs instead of acting on insights
• Profit leaks persist: Unauthorized sellers, inventory gaps, and disputed deductions drain 5-10% of potential revenue

The result? Your brand makes dozens of sub-optimal decisions daily across retailers while competitors with unified intelligence gain market share.

There are two methods of data unification that need to be considered when selecting a solution: horizontal and vertical data unification. 

‍

1. Unifying data horizontally across retailers

A core challenge for any retail media marketer or category leader is getting a comprehensive view of their digital commerce investments. For example, to get an accurate picture of your product display pages on the digital shelf could involve collecting data from dozens if not hundreds of retailers. Creating a single view that measures performance with similar KPIs is daunting. 

Our unified data ecosystem solves the complex challenge of fragmented ecommerce intelligence by creating a single source of truth across your retail landscape. We've developed a sophisticated system that collects and normalizes all available data—digital shelf metrics across 1450+ retailers, retail media performance, and comprehensive sales and operational data from leading retail platforms like Amazon and Walmart.

The power of this approach is evident in how teams actually use it. As Michael Gold, Senior Manager of Data Partnerships at PepsiCo notes, "The ease of use of the platform has been a big plus. They have a slick user interface and intuitive dashboards, which make it easy for people who are not necessarily very technical to access the information they need." This accessibility drives adoption throughout organizations, with Gold adding that "more people are now utilizing the data, and they have confidence that it's accurate."

By applying your custom taxonomy, we ensure "apples-to-apples" comparisons of consistent KPIs across your entire business through executive-level dashboards that surface cross-channel opportunities and threats. This unified foundation isn't just valuable for coordination between teams—it's the essential building block that powers our AI to deliver truly meaningful insights and automations that work across your entire ecommerce ecosystem.

‍

2. Unifying data vertically across channels

The next area of unification is creating a single view of the business across functional areas such as retail media, operations, inventory, sales, and digital shelf. In essence, consolidating data you may be receiving from several point solutions into a single pane of glass so that you can roll up performance and more importantly identify the main contributors that are driving performance up or down. 

At CommerceIQ, we developed Retailer Copilots to integrate media, sales, and digital shelf data into unified dashboards for individual marketplace management. This technology-first approach has transformed operations for brands like Spectrum Brands.

"I knew we needed an ecommerce partner with a technology-first approach to help us optimize the supply chain, sales operations, and retail media spend," explains Steve Daigh, VP of Ecommerce Strategy & Operations at Spectrum Brands, Inc. "I've been impressed by how quickly the CommerceIQ AIPlatform and ecommerce experts have become an integral part of how we run and profitably grow our Amazon business."

The impact is clear: sales managers can instantly spot dependencies affecting performance—like pausing campaigns when inventory runs low—while conducting sophisticated analysis such as calculating true media incrementality through shelf positioning and traffic signals. By connecting previously siloed channel data, teams make smarter, more informed decisions that optimize performance across a specific retailer with a focus to drive north star metrics like sales and market share..

The results have been so compelling that, as Daigh notes, "We are now exploring how to take the same approach with our other channels."

‍

Unified data: The foundation for the AI future

Once you have solved the horizontal and vertical data problem, you have a solid foundation for comprehensive analysis and AI. Our retail AI platform leverages this connection and creates a context engine to make recommendations that consider market conditions, media investments, brands gaining and losing share and more.  From pinpointing underperformance causes through cross-retailer analysis to protecting brand integrity with automated 3P variant control, we help brands capitalize on them through immediate action. The system recovers millions in disputed deductions, provides early inventory alerts, and optimizes retail media for true incrementality, all while delivering competitive benchmarking across content, pricing, and search rankings.

‍

Transform your omnichannel strategy

Leading brands trust CommerceIQ to unify their retailer data, provide strategic insights, and automate execution across their entire ecommerce ecosystem. The result? More informed decisions, increased operational efficiency, and sustainable competitive advantage across all retail channels.

‍

Discover your cross-retailer strategic advantage

See how CommerceIQ's unified platform can transform your omnichannel performance with AI-powered insights across all your retailers.

‍