Unified Commerce Alliance omnichannel initiative changes the retail landscape forever

Unified Commerce Alliance (UCA), a coalition between Microsoft, Episerver, Avensia Storefront, and inRiver, have developed an integrated digital retail approach that provides unified commerce across all channels. UCA helps retailers eliminate system spaghetti and allows them to stay ahead of customer trends in the omnichannel environment, enabling physical stores to offer the same shopping experience as online. UCA makes it possible to share the same data and business logic from different systems and direct all channels through one single integration.

This efficient, streamlining method offers retailers increased agility in an increasingly uncertain e-commerce habitat, made ultra-competitive by the speed with which consumer technology and behavior are evolving. Additionally, all this will be delivered securely, and with global scalability, in the Azure cloud. The Alliance between Microsoft, Episerver, Avensia Storefront, and inRiver helps retailers deliver consistent and optimal retail experiences, both online and in-store, by offering an end-to-end retail approach that provides unified commerce across all channels.

The Unified Commerce Alliance consists of

• Microsoft Dynamics 365 for Retail and Microsoft Azure enables one source of truth with all retail functionality, from POS, pricing, campaign, stock and warehouse management in the cloud.

• Episerver Commerce for Dynamics 365 enables rich content and commerce experiences backed by AI-based personalization for enterprise search, product, and content recommendations, as well as visual merchandizing, event triggering, and journey analytics.

• inRiver PIM enables perfect omnichannel product information and storytelling with rapid time to market.

• Avensia Storefront offers a turnkey unified commerce solution that connects Episerver and inRiver with Microsoft Dynamics 365 and ensures all channels operate under the same business logic. Avensia Storefront enables seamless real-time integration and updates of all systems.

A successful unified commerce strategy requires new approaches to technology in key areas of retailers’ businesses. The Alliance helps retailers navigate the shift towards unified commerce and removes the headache of having to evaluate, choose and integrate compatible systems. Retail and digital marketing functionality can be added to current enterprise resource planning (ERP). The Alliance enables brands to navigate quickly and with agility towards increased margins, revenue, and brand value. The Unified Commerce Alliance already has several joint customers while, separately, the four companies have thousands of clients. The Alliance was formed to help retailers and branded manufacturers deal with digital transformation and provide them with the capabilities they need to prosper in a very competitive retail landscape.

Case Study

An example of customer success is the Irish retailer Eason. Eason needed a platform which would deliver marketing and e-commerce merchandising agility, enabling them to blend product and promotional content throughout the site and related campaigns. More critically, Eason required a platform that would support seamless integration to their back-office systems for customer, order and product data, enabling them to use this data to develop personalization and automated product promotion strategies which would drive relevance and overall customer experience The result?  A remarkable 75% increase in revenue year on year. The Alliance already has partners on all continents with the experience to deliver global rollouts with similar results.

About Microsoft

Microsoft (Nasdaq “MSFT” @microsoft) enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organization on the planet to achieve more.

About Episerver

Episerver empowers digital leaders to easily create standout experiences for customers – everywhere they engage, and always with measurable business results. The Episerver Digital Experience Cloud™ unifies digital content, commerce, and marketing in one platform, including omnichannel solutions for smart personalization and intelligent campaigns. Founded in 1994, Episerver has offices in the US, UK, Sweden, Australia, Germany, Denmark, Finland, Norway, Poland, the Netherlands, Spain, South Africa, Singapore, Vietnam, and the UAE.

About Avensia Storefront

Avensia Storefront is a 100% cloud-compatible, unified commerce turnkey solution that connects Episerver with Microsoft Dynamics to help retailers build a thriving commerce business. By enabling all channels to operate under the same business logic, Avensia Storefront enables real-time communication between Microsoft Dynamics end-to-end omnichannel retail system and Episerver’s Digital Experience Cloud. Founded in 1998, Avensia has offices in the US, Sweden, Denmark, Norway, and the Philippines.

About inRiver

Founded in 2007, inRiver redefines the way e-commerce product marketers and merchandisers display and sell products. By providing product information management (PIM) products and services that help create, update, refresh, maintain and distribute content about products globally, inRiver helps businesses increase revenue, customer satisfaction, and brand equity. More than 1,000 brands and 400 customers across 21 countries rely on inRiver to efficiently control the product flow for their globally recognized brands. inRiver is headquartered in Malmö, Sweden with offices in Chicago, London, Amsterdam, and Stockholm, and is a Microsoft Gold-Certified Partner.

For more information contact:

Marcus Gullberg, Director of Business Development at Microsoft Western Europe

​Karen Chastain, Senior Director, Strategic Alliances and Partners


Avensia Storefront
Jörgen Bertilsson, Executive Vice President

InRiver PIM
Jesper Larsen, Partner Director