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E-commerce and POS are currently still two very different sales channels, but this is going to change. Consumers want to be addressed in the same way on all channels and want to receive the same offerings, regardless if at home shopping online on their computers, mobile on their smartphone or on site in the shop. The further omnichannel shopping develops, the more traders have to think about how they are going to position themselves in the market in the future. Frank Breuss, Director of International Sales with the PPRO Group, and Michael Huelsiggensen, Vice President of the Digital Commerce focus group with the German association for digital economy, show advise on five important trends that traders should be aware of when preparing for the future.
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