“Unified Commerce Disrupt 2025”: redefining global e-commerce through innovation, AI, and unified systems

Key insights form the event co-hosted by Shopify, Global-e, and Alpenite on how AI, localisation, and unified systems are reshaping the future of global e-commerce and customer experiences.

Commerce

Event

Giulia Trincanato

The Unified Commerce Disrupt 2025 event, co-hosted by Shopify, Global-e, and Alpenite, was a milestone gathering of industry leaders aiming to decipher the future of retail. The event brought together Marco Buffa (Shopify), Mirta Scimionato (Global-e), and Federico Betti (Alpenite) to present groundbreaking insights and actionable strategies. This article delves deeply into the data, perspectives, and visions, providing an expert roadmap for businesses navigating the new era of unified commerce.

Economic pressures and consumer adaptation: a global context

The economic backdrop

Economic uncertainty continues to reshape consumer behaviours, creating a global challenge for retailers. As revealed by Shopify’s “State of Commerce 2024”:

20% of Italians express optimism about their personal and national financial futures.
48% of consumers actively seek value-for-money propositions, prioritising affordability.
A significant 73% of merchants pass cost increases directly to consumers, heightening price sensitivity.

Global-e’s international perspective

Mirta Scimionato from Global-e emphasised the global scale of these challenges. “Global-e commerce offers immense opportunities, but localisation is non-negotiable. From pricing strategies to cultural nuances, success hinges on how well a business adapts to each market.”

Alpenite’s analysis

“Retailers face a dual challenge: maintaining affordability while enhancing customer experience. Unified commerce systems enable real-time adaptability to pricing, inventory, and localised strategies, ensuring retailers remain competitive.“

Consumer archetypes: a multi-dimensional view

Shopify’s research categorises consumers into four distinct personas dominating the Italian and European retail landscapes:

Cost-conscious shoppers (50%): price-driven with high brand-switching tendencies.
Connected buyers (2%): social media enthusiasts who explore brands offering value or unique experiences.
Quality seekers (39%): loyal to durable, high-quality products, splitting purchases between online and offline.
Sustainability champions (9%): committed to eco-friendly brands and local businesses, even at premium prices.

Global-e’s global research adds another layer of nuance. Cost, variety and quality are the main reasons for buying online from an international brand. Social media is a key channel for consumers across the world to discover brands outside their country; 28% of shoppers aged 16-34 reported they made a cross-border purchase online because they follow the brand on social media.

Federico Betti of Alpenite reflected:
“These personas demand a granular, data-driven approach. Unified commerce systems powered by AI enable brands to personalise interactions while ensuring operational coherence across markets.”

The customer experience gap: insights from the frontline

A paradox of priorities

Shopify’s findings show that 89% of Italian companies recognise CX as critical, yet only 11% plan to enhance their investment. The gap is stark:

74% of consumers demand a seamless online and offline experience.
Only 18% of companies prioritise multichannel digital infrastructure.

David Franks, CTO of Kick Game, captured the industry sentiment:
“Customer experience isn’t a luxury—it’s a differentiator. Scaling without compromising CX is the ultimate challenge.”

Global-e’s take on global e-commerce CX

Global-e’s research underlines that consumers worldwide expect seamless localised shopping experiences, from currency and payment options to delivery preferences, same as they are used to when buying online domestically. Failing to meet these expectations leads to high cart abandonment rates.

Alpenite’s expertise

“The CX investment gap is a missed opportunity. Unified commerce simplifies backend complexities—merging inventory, orders, and customer data—while enabling localised personalisation, ensuring consistent global experiences.“

AI and commerce: a revolution in waiting

The adoption spectrum

AI’s role in retail remains nascent yet promising. Shopify’s data shows:

31% of retailers are leveraging AI for marketing personalisation.
62% of consumers value convenience-focused technology.
Yet only 4% use virtual or augmented reality in shopping.

AI and localisation: a Global-e focus

Mirta Scimionato stressed the importance of AI in global e-commerce personalisation:
“AI isn’t just a tool—it’s the backbone of predictive localisation as well as streamlined merchant experience. From language translation to real-time tax classifications and advanced CVR uplift models, AI helps transform international trading from friction-filled to frictionless.”

Alpenite’s perspective

“I’s power lies in its synergy with unified commerce platforms. By centralising data, AI provides actionable insights—anticipating consumer needs and optimising global operations.“

Unified commerce: the future is now

Beyond omnichannel

Unified commerce transcends omnichannel by integrating systems, creating seamless consumer and operational experiences. The evolution is clear:

Monochannel: Singular focus (e.g., physical stores).
Omnichannel: Bridging online and offline.
Unified Commerce: A centralised ecosystem eliminating silos.

Shopify and Global-e both emphasised the strategic advantages:

Shopify’s Retail OS connects every retail touchpoint, from social commerce to in-store POS.
Global-e’s global e-commerce expertise ensures scalability and improves profitability, addressing region-specific nuances in real time.

Alpenite’s unified vision

Federico Betti stated:
“Unified commerce isn’t just a technological leap; it’s a strategic imperative. It reduces inefficiencies, optimises consumer touchpoints, and empowers businesses to adapt dynamically to market demands.“

Strategic recommendations: Alpenite’s roadmap

Invest in unified infrastructure: build a scalable, centralised system that integrates AI, CX, and operational tools.
Prioritise cross-border sophistication: leverage platforms to ensure localisation and regulatory compliance.
Enhance CX across channels: combine convenience, personalisation, and human touchpoints to build lasting loyalty.
Adopt AI with precision: focus on user-friendly AI solutions that deliver immediate ROI in marketing, operations, and personalisation.

Final thoughts: building resilience through unity

The Unified Commerce Disrupt 2025 event underscored a shared vision: future-proofing retail through technology, adaptability, and a customer-first mindset. As Marco Buffa aptly noted, “Retail’s evolution is accelerating. Unified commerce, powered by AI and exceptional CX, will define the winners.” Mirta Scimionato added, “Global success depends on meeting the consumer where they are by understanding market nuances and adjusting the experience to accommodate local shopping preferences.”

Alpenite’s closing vision

“Unified commerce is not merely a trend; it’s the foundation of sustainable growth. At Alpenite, we champion innovation that aligns with brand purpose, ensuring businesses thrive in complexity while delivering simplicity to their customers.”

By embracing these principles, businesses can navigate today’s challenges and emerge as leaders in the unified commerce era. This is not just retail’s future – it’s its present.