“Connected Commerce: How Onsite, Offsite, and In-Store Digitalization Work Seamlessly Together

In the FMCG sector, Connected Commerce is rapidly becoming a strategic must-have for reaching consumers across every relevant channel. From the first touchpoints outside the retailer ecosystem to the online shop and the physical shelf, the key lies in a seamless interplay between onsite, offsite, and in-store formats. Successfully linking these channels through transparent data flows creates a cohesive brand experience that boosts reach, sales, and customer loyalty alike. But what prerequisites need to be met, and what should manufacturers pay attention to?

What Defines Connected Commerce

Connected Commerce means that brand messages do not stop at channel boundaries.

Instead of maintaining separate silos for e-commerce, social media, and in-store marketing, the focus is on designing the customer journey as a continuous experience. For example, a customer might see a product in a morning Instagram ad (offsite), add it to the virtual shopping cart on the retailer’s webshop (onsite), and ultimately complete the purchase later in the day at the physical store, where a digital display at the entrance reminds them of the item (in-store).

This interplay relies on consistent data and coordinated processes. When offsite social campaigns drive high-quality traffic to the webshop, personalized recommendations or sponsored search options should be ready to follow up on previously viewed ads. When the audience finally arrives in-store, digital screens or electronic shelf labels can reinforce the message, e.g., by showing product information previously viewed online.

Prerequisites for a Smooth Process

To ensure Connected Commerce doesn’t fail due to technical or organizational obstacles, a solid data foundation is essential. Different sources, such as loyalty programs, webshop campaign data, and in-store sales figures, must be consolidated and processed in compliance with GDPR. In the DACH region, privacy standards are particularly high, so FMCG manufacturers need to clearly define which audience and behavioral data they want to use and how.

Organizational silos also need to be dismantled. Often, offsite teams plan social ads or programmatic campaigns independently of the e-commerce team, which manages onsite activities in the retailer’s shop. In-store execution is usually the responsibility of sales or local trade marketing. A true Connected Commerce approach, however, requires these areas to work closely together, define shared KPIs, and coordinate actions. This ensures a consistent campaign experience that guides the shopper seamlessly from online research to purchase at the shelf.

Synergies Between Onsite, Offsite, and In-Store

• Onsite as the foundation: A professional presence in the retailer’s webshop—through sponsored product ads or highly relevant banners—not only drives immediate sales but also provides valuable insights into click and purchase behavior. These data can be fed into offsite campaigns so social ads can be targeted more precisely and in-store measures aligned with the audience’s needs.

• Offsite campaigns for inspiration: On external platforms like Facebook, Instagram, or programmatic ad networks, FMCG brands reach potential buyers early in the decision-making process. Storytelling, through videos or influencer partnerships, can generate interest in specific products. Retargeting mechanisms capture this impulse and guide shoppers to the appropriate retailer webshop—or encourage them to look for the product later in-store.

• In-store for closure and as a catalyst: Although online channels are gaining importance, a large portion of FMCG sales in the DACH region still occurs offline. Digital screens, personalized flyers, or QR codes at the POS allow previously launched online campaigns to be refreshed and purchase incentives to be offered. This links the physical shopping experience with digital elements, increasing the likelihood of purchase while generating new data, e.g., through redeemed coupons or display interactions.

Challenges in a Connected Ecosystem

For Connected Commerce to work in practice, FMCG companies must overcome several hurdles. One is measuring the success of different initiatives. While onsite results can be tracked relatively

easily via clicks and conversions, attribution in cross-channel journeys is complex. For example, retailers using in-store screens often cannot fully determine what percentage of sales uplift is directly attributable to this measure. Test and control groups in selected stores can provide useful benchmarks.

Another challenge is standardizing KPIs and reporting. Each retailer, media platform, and in-store system may use different metrics. Manufacturers should developtheir own KPI framework that integrates offsite, onsite, and in-store data. Only with a clear data foundation can campaigns be dynamically managed, with budgets shifted between channels in real time as successes or underperformance become apparent.

Finally, data privacy cannot be underestimated. Personalized communication, such as via loyalty program data, can raise consumer concerns if it is unclear how and why the data are used. Transparent communication and strict GDPR compliance are therefore essential to build trust and position personalized offers as a value-added benefit.

Tips for FMCG Companies in the DACH Region

• Teamwork instead of silos: Bring internal teams from e-commerce, media, and trade marketing together early. A shared campaign calendar with timelines and budgets for offsite, onsite, and in-store activities ensures transparency and prevents duplicated or inconsistent advertising pressure.

• Pilot projects as a learning field: Before rolling out campaigns widely, test smaller markets or defined product groups. This helps identify which offsite channels perform best, whether onsite promotions truly drive more conversions, and how much in-store screens influence purchasing behavior.

• Drive data integration consistently: Connected Commerce quickly generates a flood of data. Loyalty programs, webshop analytics, offsite ad data, and in-store tracking should feed into unified dashboards. Real-time analysis allows campaigns to be adjusted promptly, e.g., scaling retail media investments when certain audience segments engage more or stock-outs are imminent.

Conclusion

Connected Commerce is fundamentally transforming the FMCG business. The lines between online and offline are blurring, and consumers expect a seamless experience across all touchpoints. Brands must intelligently link offsite, onsite, and in-store data while breaking down organizational barriers. When successfully integrated, the benefits are significant: consumers experience a consistent brand image, budgets can be used more effectively, and campaigns can be optimized in real time. In this way, Connected Commerce becomes a crucial lever for gaining not only attention but also trust and purchase commitment in the increasingly competitive FMCG market.