Author: Clotilde de Mersan

The term “channel-less commerce” can mislead. How, after all, might one engage in commerce without some sort of channel to connect sellers to buyers? Channel-less commerce means quite the opposite. It’s about an ability to support any channel at all – wholesale, retail, business-to-business, business-to-consumer – via any medium, whether in-store, kiosk, vending machine, voice, or digital marketplaces, displays on walls, desktops, laps, or wrists. Some call it “channel-agnostic commerce.” Whatever the name, the world’s largest consumer packaged goods (CPG) companies are embracing it, and for good reason. Vast brand and product portfolios combined with ever-evolving channel possibilities have made…