Pick ‘n’ Mix Commerce: Strategies Built for Flexibility

Buying something online has never been so simple, so instantaneous, so seamless. Think about the last item you bought; how did you find it? What made you want it? Had you been looking for it, or was it an impulsive purchase? The algorithm no doubt played its part, cleverly connecting the dots of your purchasing power, unbeknownst to you. One thing is for sure, consumer behaviour is no longer predictable or linear.

Today’s shoppers jump seamlessly between platforms and channels based on context, mood, and emotional impulse. The journey is no longer a straight line, but a fluid, dynamic path that can change in real time. Whether it’s a spontaneous TikTok purchase, a social media browse that turns into a weekend shopping spree, or a thoughtful in-store experience, these varied touchpoints highlight one essential truth: consumer journeys are as diverse and multifaceted as the individuals themselves.

With shopping habits becoming increasingly fragmented and flexible, brands are facing a new challenge: how do you design a commerce strategy that aligns with the unpredictable, multi-channel paths that consumers now take?

Embracing Consumer Freedom

A central theme emerging from this shift is platform neutrality. Consumers now have the freedom to shop on their own terms. With a multitude of platforms at their disposal – social media, apps, in-store experiences, and even gaming environments – they are no longer tied to a singular shopping channel. This flexibility enables consumers to shop according to their current emotional state or practical needs.

Alessandro Camaioni, head of commerce strategy for Europe at Momentum Worldwide, aptly describes this as a movement towards “more consumer freedom.” He notes that the rise of platform neutrality allows consumers to act on impulse more seamlessly.

"The reality is that the multiplication of retail channels finally enables everyone to act on their inherent emotional and functional pulses more seamlessly,” he says. “I’m talking about the ongoing high-low shopping trend (intelligently buying staple categories where cheapest and most convenient, whilst going the extra mile for quality and uniqueness), which is mainly driven by functional considerations around cost and convenience – but also, increasingly, and most importantly, about using retail channels as a reflection of our moods and emotions."

Using the ‘cheeky Nando delivery’ as an example, Alessandro points out how certain purchases are not about convenience, but an act of self-reward, while ‘Insta-browsing’ may serve as a form of ‘me-time’, comparable to window-shopping. These emotional drivers are reshaping how consumers engage with brands.

Personalisation Beyond the Funnel

As shopping channels proliferate and become more fluid, brands need to take a more context-aware approach to their commerce strategies. Senior UX consultant from True Digital, Steph Peschel, emphasises this, stating, "Shopping habits have become more fluid because consumers can now choose the purchase channel that aligns with their mindset and context."

Traditionally, customer journeys were mapped linearly from awareness to purchase, but Steph highlights that this oversimplifies the reality. "Whether it’s a quick social purchase or thoughtful in-store browse, each example has a specific context. This context brings with it a unique set of considerations, doubts, openness, and needs."

As an example, Steph points out that when shopping online, the “out of stock” experience utilises several techniques to capitalise on customer interest, while in-store experiences do not. "The brand could forgo delivery fees for customers who made the in-store trip, for a pleasing brand experience," she adds.

So, it seems like personalising experiences based on context, whether it’s a spontaneous social media purchase, or a more deliberate in-store browse, is key to crafting a seamless and engaging journey.

Bridging the Gaps Between Channels

One of the most practical strategies for navigating the complexity of modern commerce is data unification. Rosie Gentile, EVP and FCB/SIX practice lead, touches on the importance of consolidating customer data across platforms to create a unified, consistent experience. “The key to successful commerce strategies is surprisingly simple: unification of data, experience, and messaging,” Rosie explains. “Unified data provides a comprehensive view of customers, which is essential for shaping strategies in a multi-platform landscape.”

With unified data, brands can better align their messaging and experience across all touchpoints, whether it’s through personalised recommendations, offers, or content. This integration allows for seamless transitions between channels, reducing friction and cart abandonment. “Data unification also allows for the quick integration of AI tools that deliver real-time input, output, and outcomes,” she adds, pointing to how this integration helps brands respond effectively to consumer behaviours.

In an environment where the boundaries between shopping and non-shopping are increasingly blurred – scrolling on Instagram can quickly lead to an impulsive purchase – the ability to adapt in real-time is crucial. “It’s no longer just about mapping customer journeys,” Rosie notes. “It’s about using data and real-time insights to enhance the multi-platform shopping experience.”

Relinquishing Control: Letting Consumers Lead the Way

Chris Camacho, CEO of Cheil UK, believes that brands need to move away from trying to control the customer journey, and instead embrace its unpredictability. “Consumers don’t follow a neatly mapped-out customer journey anymore. They create their own path, in real time, on their own terms,” he explains. “Commerce is no longer about funnels, it’s about fluidity. The brands winning today aren’t the ones obsessing over fixed touchpoints, they’re the ones meeting consumers wherever they are, whenever they choose to engage.”

Chris emphasises that the rise of platform neutrality has ended up meaning no single channel dominates. "One moment, a purchase is made in a heartbeat via TikTok, the next it lingers in an abandoned basket for days before a final decision," he explains. "Convenience trumps loyalty, discovery drives demand, and impulse is king."

For brands to succeed, Chris argues, they must rethink retail from dynamic, real-time content to frictionless payments and fast-moving inventory. “The challenge isn’t where customers shop, it’s ensuring that when they do, the experience is effortless, exciting, and immediate,” he says. “If your commerce strategy isn’t built for flexibility, it’s already outdated.”

Fluidity and Platform Neutrality

Consumer behaviour has undeniably shifted from a predictable, linear journey to a more fluid, unpredictable path shaped by emotion, context, and personal circumstances. For brands to succeed, they must embrace this fluidity, creating strategies that are flexible, context-aware, and responsive to real-time data and emotional triggers.

In this new commerce landscape, there are no fixed touchpoints. The journey is no longer something brands can fully map out or control. Instead, they must meet the consumer where they are, when they’re ready, providing a personalised and seamless experience across multiple platforms and channels. The brands that can adapt, stay flexible, and understand the emotional undercurrents of shopping will be the ones leading the future of commerce.