Commercetools, a market leader in composable commerce, has unveiled Commercetools InStore, a new application the company said brings Commercetools Composable Commerce’s capabilities into physical stores, thereby unifying operations and breaking down channel silos.

“With this addition, Commercetools now lets enterprise retailers deliver seamless, consistent shopping experiences across all channels: online, offline and everything in between, all powered by a single, flexible platform,” the company said in a statement.

Dirk Hoerig, founder and chief innovation officer of Commercetools, claimed the new application is a game-changer “for retailers looking to unify their online and offline operations without the challenges of rigid hardware or excessive integrations.”

“No other market solution addresses the complexities of unified commerce as comprehensively as Commercetools InStore,” Hoerig claimed. “By unifying operations, streamlining workflows, and enabling agile innovation, we’re empowering retailers to deliver seamless, high-quality experiences across brands, markets, and channels — both online and in stores — all while maintaining the scalability needed to drive sustained growth and exceed customer expectations.”

The core of the new app’s value proposition is shoring up the inconsistencies and gaps in delivering a true omnichannel shopping experience due to retailers and brands being hindered by legacy systems that are not fully integrated. As a result, they’re delivering inconsistent customer experiences, and creating missed opportunities. “Challenges such as fragmented inventory data, misaligned pricing and promotions, and limited in-store personalization prevent retailers from delivering seamless shopping experiences that drive revenue and loyalty,” the company said.

Commercetools said for its existing customers, InStore removes the need for redundant integrations, “enabling real-time inventory updates, seamless cross-channel workflows and personalized in-store experiences,” and said the new app is “the first and only unified commerce platform that bridges customer experience gaps across all touchpoints while offering unmatched flexibility and scalability.”

Jaycar, the electronics retailer in Australia and New Zealand, piloted Commercetools InStore and put it through its paces. Commercetools said the composable architecture “drastically reduced the time required to launch a new in-store retail solution” for Jaycar and noted that the retailer was able to build and deliver “a modern in-store commerce and service solution with features like ratings, reviews, loyalty management and AI-driven product recommendations.”

Commercetoold said these are features “that go far beyond a traditional POS [point of sale] — and all that in just six weeks.”

“We were looking for a unified commerce platform to support our vision of a unified retail strategy,” said Graeme Faulkner, chief technology officer of Jaycar. “Commercetools Composable Commerce, combined with their InStore solution, has enabled us to create a truly integrated customer experience across our physical and digital channels. Now, we can innovate at a much faster pace, launching new features to our POS system within days instead of months or years.”