As consumers are deciding how and when they are ready to shop, retailers will have to determine where to place their digital bets. But it’s clear, brands that successfully leverage the balance of physical and digital experiences and remove friction along the customer journey to create an exceptional customer experience will be the ones that remain relevant in the future
Michael Witty, Director – Retail, ISG Americas
With the rapid pace of technological developments and evolving consumer expectations, the current yet dated e-commerce consumer journey paradigm – path to purchase and beyond – will soon cease to exist. Today brands and retailers have limited scope for consultative sales and the innate awareness of consumers’ purchase needs and goals is missing. As things stand, the burden of product and pricing research is on the consumer, thereby swaying the consumer towards price comparison and the market towards commoditization. This current system well serves behemoths like Amazon that offer a 300 -million SKU marketplace but is a letdown for category specialists.
Forward-looking retailers must rework and revamp their current channels and modes of consumer engagement to stay in the business. Litmus7 has envisaged a new retail paradigm that it calls Consumer Commerce, or C-Commerce, ― a value-based experiential commerce approach that goes beyond traditional transaction-based consumer-retailer relationships. This Briefing Note tries to understand and explain the business case for C-Commerce.
Litmus7’s C-Commerce is an attempt to re-imagine retail transactions and retailer-consumer relationships that are more integral, timely, humane, and value-oriented. As Litmus7 continues to garner industry support and put the technology pieces together, C-Commerce is showing a lot of promise
Ashish Chaturvedi, Principal Analyst – ISG
The present-day e-commerce user experience goes scarcely beyond capturing the order, with very little shopping assistance for the consumer. Intending to move beyond order capturing and enhancing consumers’ lives, the C-Commerce paradigm begins with defining the future mode of interactions between value-seeking consumers and relationship-centric retailers/brands.
About ISG Research™
ISG Research™ provides proprietary research, advisory consulting and executive event services focused on market trends and disruptive technologies driving change in business computing. ISG Research™ gives business and technology leaders the insight and guidance they need to accelerate growth and create more value.
Register to Download
Innovation
Virtualeye
Virtual Eye is a video consultation platform that enables retail companies to connect with customers remotely via video based solution.
Nexus
Nexus is a comprehensive suite of accelerator assets primarily catering to B2B business model and specifically designed to address complex B2B scenarios.
Omni Store Hub
BOPISPLUS facilitates the entire range of processes available in BOPIS and delivers lot more functionality than any other click and collect solution.
Own Brand Promoter
Recent years in retail have seen the rise and rise of private labels. Private labels bring in a host of benefits, including improved margins and much greater control over the brand story.
Price Cart Check
Stores all over America are losing revenues.Fortunately, it’s over something that can be addressed with the right tech.
Order Returns Cartridge
Order returns are an important aspect of the retail business. A customer-friendly return and refund policy is found to increase sales without actually boosting the volume of returns.
MSA
For businesses to recognize agility is very critical. Technology is fast changing, so application infrastructure must be optimized and micro innovations are a way to the future.
Subscriptions Cartridge
The revenue generating potential of subscription orders is useful for both merchants and customers alike.
Advanced Clienteling
Litmus7’s advanced clienteling solution is an innovative offering from our C-Commerce suite of products.
© 2025 Litmus7 Systems Consulting
