Online, offline and everywhere: Retailers turn to connected commerce

Connected commerce is a hot buzzword in retailing. In 2024, 90.7% of retailers increased their spending on it, and 92.5% expect to allocate more in 2025, for a total of $112 billion, according to a new study from Winterberry Group. Of the marketers polled, 39.3% say their firm lacks a consistent understanding of the consumer journey across retailers.