There is a key question that every retailer in Latin America should ask before the next peak of sales: is my operation truly omnichannel or do I only have several channels running in parallel?
The difference the brand system integration. When the ERP It is isolated from ecommerce, the POS, the WMS and the CRM, the promised customer experience is fragmented: inventory fluctuates between channels, promotions contradict each other and cancellations increase due to lack of stock.
Evidence supports the omnichannel commitment: according to Harvard Business Review, his study with more than 46,000 buyers showed that omnichannel customers they spend more and are more loyal than single-channel ones. Will you miss another chance?
In theory, omnichannel means that the customer chooses how to buy and receive. In practice, that is only cost-effective if You unify inventory, prices, orders and customers in real time.
When the ERP He doesn't talk to the rest, he tries to compensate for the rest with spreadsheets, plugins and manual tasks; the usual result: Oversold, cancellations and high operating costs.
The output is not an isolated “other connector”, but orchestrate with an integration layer that normalizes data, enforces business rules, manages reattempts, and provides flow observability.
It is important to separate sectoral findings of statements of General retail:
In addition, the “in transit” comparison (mobile research while buying or deciding) and the expectation of Immediate response are documented by Think with Google: mobile searches related to “best” grew strongly and, when people they need the product right away, almost 8 out of 10 they go to the store and They use the cell phone in the process.
In store, shoppers are waiting real-time inventory visibility: studies of NewStore They point out that 69% of consumers expects the associate to be able to view inventory without leaving your side (and the mobility of those associated with mPOS continues to rise).
Practical conclusion: in Grocery, trends justify accelerating ecommerce and orchestration; in General retail, the evidence of BOPIS/returns in store and mobility in the classroom reinforces the priority of integrating ERP—WHO—POS to promise and deliver.
Think of your architecture as one Continuous data conversation:
This conversation is supported by standards and integration packages very well documented. In the report”SAP Omnichannel Point-of-Sale by GK, integration with SAP Customer Activity Repository, SAP S/4HANA and SAP S/4HANA Cloud”, for example, SAP describe flows between GK POS and SAP CAR/S/4HANA (PostLog→CAR, and iDocs for teachers, orders, stock, etc.).
In Oracle NetSuite, Store Pickup (BOPIS) and Ship-from-store are natively supported in Commerce/SCIS Suite, with official configuration steps.
BOPIS (in-store pickup) and SFS (shipping from the store) look simple on the front, but require two backend decisions:
When the WHO/ERP it's well-connected—and the integration layer applies clear rules—you can Respond in near real time and Reduce bankruptcies.
The bet is backed up: the study Baths & Apts It shows that 100% of retailers see the impact of unified commerce on sales (and 76% qualifies it as “large or significant”), while 99% Perceive impact on profitability (and 73% describes it as “large or significant”).
In 2022, the company North Roof converted its stores into logistics and service nodes, integrating WhatsApp in the business process. According to VTEX, the brand serves ~40,000 customers per month via WhatsApp and more than 50% of the sellers use the tool.
The lesson: if the ERP does not consolidate inventory, if the OMS does not assign judiciously and if the integration layer does not normalize events (request, ready-to-pick, Picked, In-Transit, Delivered), the conversational channel becomes an expensive shortcut. Omnichannel isn't a new channel: it is operational discipline.
Your frontend can be VTEX, Adobe Commerce or WooCommerce; the formula doesn't change: quick pages, short checkout and payment methods that eliminate friction on mobile phones. But none of that saves a inconsistent backend. If the PDP promises “retirement today” and the ERP doesn't reserve, the experience breaks down.
In Checkout, the empirical evidence It's solid: Baymard Institute Estimate that the The average site can improve its conversion by up to 35% with improvements of UX at the checkout.
However, in parallel, the buyer's mobility and their use of the smartphone to compare or check availability are well documented by Google (micro-moments and in-store behavior).
To download the ideas a little more by platform, you can read on our blog:
At peak demand, risk increases. Current minimums: HTTPS encryption, MFA, Chests of secrets, principle of minimum privilege and auditing.
Important SEO nuance: As Google experts explain, the engine uses HTTPS like Lightweight ranking signal (lower than the quality of the content); is desirable for security and trust, but not guarantees significant positioning improvements on its own.
The conversion is mainly based on Checkout UX, while security provides trust and operational continuity.
These metrics require normalized events between eCommerce/WHO/ERP/WMS/logistics and observability dashboards (queues, p95 latencies, error rate).
There is no “silver bullet”; there is tenets and documentation.
If your operation feels “heavy”, it's not the customer: it's the mainstreaming. Connect ERP + ecommerce + POS + WMS + CRM with an iPaaS like Weavee create the basis for Keep promises, improve margins and build sustainable growth. And yes, it also boosts conversion by reducing friction at every step of the way.
Take the first step now, you can explore here the solutions that Weavee has to offer you and help you grow: