Traditionally, brands have looked at commerce as a moment of monetization of an interaction they have with a customer. In this regard, some have been delivering commerce better than others— embedding transactional capabilities in the experiential journeys they offer to their customers instead of redirecting customers to separate, prescriptive shopping environments that live outside of the experience. However, commerce can be—is meant to be, rather—much more than that.

After all, monetizing the expression of its brand is the ultimate objective for a business, as it is what makes up the revenue that keeps it profitable. So, why shouldn’t commerce be the focal point that informs the way in which the business sets itself up for success, and why shouldn’t it represent the area in which a brand should try hardest to innovate?

A commerce transaction denotes an interaction, an inflection point in the customer experience where, in most cases, the maximal level of attention is paid to the brand. 

Therefore, it holds the potential to allow the brand to know and understand customers, to turn them from casual buyers into subscribers, and eventually grow them into loyal advocates more than any other type of interaction.