Agile Commerce – that’s Forrester’s word for “Omnichannel,” right?

Martin Gill

You’ve all heard the term “Omnichannel.” And since you are reading this blog I’m going to assume you’ve also all heard the term “Agile Commerce.” If not, then stop reading now and check out Welcome to the Era of Agile Commerce and Agile Commerce: Know it When You See It.

So either you are back, or you were with me all along. But now you are wondering “Ok, so what is the difference?” Let’s look at what the two terms really mean. Omnichannel doesn’t have a formal definition, though here’s what the oracle that is Wikipedia says…

Omni-Channel Retailing is very similar to, and an evolution of, multi-channel retailing, but is concentrated more on a seamless approach to the consumer experience through all available shopping channels, i.e. mobile internet devices, computers, bricks-and-mortar, television, catalog, and so on.”

On the other hand, Forrester defines agile commerce as…

“An approach to commerce that enables businesses to optimize their people, processes, and technology to serve customers across all touchpoints.”

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