Elevate your commerce strategy to unlock AI-powered growth

As commerce becomes endless, consumer goods organizations (CPGs) must act now to simplify consumer decision-making and connect seamlessly across channels to drive growth.

Commerce is now everything, everywhere, all at once. Consumers are seamlessly shopping through physical and online stores, making purchase journeys complex and non-linear, while decision stress is driving many of them toward generative AI agents for decision-making. CPGs must reinvent operating models and build a gen AI-ready digital core to turn commerce complexity into a competitive advantage.

75%

of consumers recently abandoned a purchase altogether due to overwhelm with the decision-making process.

83%

of shoppers research online before visiting a physical store.

51%

of C-suite leaders state their organization is not fully prepared to respond to technological changes in 2025.

How commerce is changing

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The evolution of traditional sales channels

As consumer journeys become non-linear, shoppers expect seamless transitions across social, in-store and mobile touchpoints, prompting brands to go beyond rigid sales channels. With more than five connected channels used on average during the consumer journey, brands need to create a pervasive shopping experience where consumers can purchase from anywhere, at any time.

AI-driven shopper experience

Generative AI is reshaping commerce with intelligent tech advisors and agents that streamline the discovery process and act as personal assistants, transforming how consumers find and purchase products. AI will enhance consumer and customer engagement and, as it proves more effective at offering emotional support than humans, it will become central to the shopping experience.

The rise of social and conversational commerce

Social and conversational commerce are emerging to address consumer overwhelm and decision-stress, providing more authentic, personalized shopping experiences. These approaches are gaining traction with younger consumers who seamlessly blend social discovery with AI-powered recommendations, creating new opportunities for brands to connect with shoppers.

Tech-powered sales ecosystem

Real-time insights into consumer needs and trends are enabling smarter sales decisions. Digital transformation is altering traditional sales approaches, with AI coaches supporting representatives across industries. Leading companies are leveraging structured, unstructured and synthetic data to build a gen AI-ready digital core, unlocking business value across marketing, sales and operations.

AI capabilities and talent transformation

The skills required for commerce roles are evolving. As traditional operational skills become less relevant, capabilities like data and AI proficiency, LLM prompting and generative AI knowledge are becoming critical. Sales representatives are shifting from transaction-focused roles to advisory positions, building stronger consumer relationships through enhanced digital capabilities.

Apply a rebalancing approach, identifying where digital or human connections work best. Develop channel strategies that assess each channel's value by category, brand and geography, while capturing attention without overstepping boundaries.

Break free from orthodox ways and make continuous innovation part of your DNA. Build digital maturity across commerce fundamentals to solve channel complexity, talent scarcity and need for agility and scale.

Reimagine processes with gen AI-powered solutions that streamline operations from consumer identification to loyalty services. Integrate data across organizational silos to create a more responsive supply chain that anticipates consumer demand.

Develop a robust data foundation to adapt to commerce shifts and drive activation, conversion and business ops. Revamp your data architecture and governance to uncover new opportunities, while leveraging gen AI to transform and reinvent your data.

Embed AI agents into digital systems to enhance functions and build new business components. Let AI models not only automate existing processes but also create new workflows, processes and software for innovative business solutions.

Develop advanced capabilities and innovate to build hyper-personalized relationships with consumers. Embrace intelligent technologies and AI-driven sales strategies for predictive selling, dynamic pricing and seamless transition across touchpoints.

Upskill your workforce with AI and data capabilities, adopt new talent and implement new collaborative processes with gen AI as a mindset to streamline sales operations and enhance customer and consumer engagement.

Implement a collaborative system that combines AI and human efforts. Balance automation with human expertise to drive personalized customer and consumer experiences and increase productivity across expanded commerce touchpoints.

What you’ll achieve

Accelerate revenue growth

Achieve up to 20% revenue growth while unlocking resources to fuel innovation and long-term business value.

Enhanced consumer and customer experiences

Increase conversion rates by up to 25% and strengthen consumer and customer loyalty through personalized, seamless engagements across channels.

Efficient, cost-effective commerce

Boost productivity by up to 30% and reduce indirect spend by up to 2% with an integrated commerce ecosystem powered by AI and automation.

Improved profitability

Achieve lower operating costs by up to 10% and increase EBITDA margins by up to 10% through streamlined processes and data-driven decision-making.

What’s trending in commerce

Research Report

Reinventing the consumer goods value chain

The consumer goods industry is on the brink of profound change. We expect companies to reinvent every part of the value chain within five years. Those who reinvent will reframe the enterprise around end-to-end mega processes.

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Blog

Reinvent consumer journeys to reduce decision stress

Consumers are experiencing decision stress. Find out why and how you can tackle the challenge by creating generative AI-enabled experiences.

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Research Report

Cutting through the noise in consumer experience

Decision stress is impacting people’s confidence in their decisions—big or small. Read on to understand why consumers are overwhelmed and how to cut through the noise.

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Case Study

Mondelēz International’s data and AI transformation

Accenture helped Mondelēz International on their journey to be a more data-driven and AI-enabled company.

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Accelerate your journey

AI-Powered Content Generation

Leverage gen AI to create high-volume, high-speed content for commerce platforms, driving higher conversions while reducing production costs and timelines.

Digital Commerce Command Center

Activate new business models, transform digital capabilities and accelerate digital commerce growth with one platform: the Digital Commerce Command Center.

Intelligent Sales Coach

Harness the power of gen AI to build the “salesperson of the future”. Provide prescriptive actions through simplified conversations to improve sales effectiveness, enhance retailer experience and increase productivity.

Composable Commerce on Cloud

Build and deploy flexible, modular and scalable digital commerce systems to rapidly launch new products, services and experiences across multiple channels in response to changing market conditions and consumer needs.