19-21 August 2026, Istanbul Expo Center
Over the past quarter century, the power of digital technology has profoundly transformed the way retailers do business. KPMG's "Towards Seamless Commerce" report offers key recommendations for companies to provide a seamless commerce experience for their customers.
KPMG's "Towards Seamless Commerce" report, which addresses the challenges of customer-centric seamless commerce and offers solutions to overcome them, highlights the need for retailers to integrate best practices from offline and online into a consistent, connected, customer-centric structure. The report also identifies four key drivers for achieving seamless commerce: customer-centric leadership and workforce teams; retailers deriving comprehensive insights using their own data; awareness of and investment in a technology architecture that supports digitalization; and a differentiating perspective on innovative products and services.
“We are in a business world where the digital interaction of the physical store is also included.”
Özge İlhan Acar, KPMG Turkey Retail and Consumer Products Sector Leader and Mergers and Acquisitions Consulting Partner, stated that retailers have experienced radical changes in their business practices over the last 25 years, largely driven by the power of digital technology. She continued, “Retailers are now aware that digital technology is revolutionizing their sector and necessitates improving or perhaps fundamentally changing their businesses. In this holistic channel era, made possible by data analytics and artificial intelligence, retailers have begun to conduct their business by building bridges between channels that were previously independent. With this seamless commerce, we are entering another evolutionary process. We are in a business world where all processes, such as searching for a product or service, making a selection, paying, purchasing, and returning, take place simultaneously across multiple channels; where online and offline are intertwined; and where online is not just a website or application, but also includes the digital interaction of the physical store.”
