Your DTC team runs Facebook ads.

Your DTC team runs Facebook ads. Your retail team runs in-store promotions. Your wholesale team runs their own strategy. Three teams. Three budgets. Three disconnected strategies. Zero unified view of the customer. A VP of Omnichannel at a $250M retailer told me: *"Our DTC team poaches retail customers. Our retail team blames DTC for cannibalization. Meanwhile, Amazon is eating our lunch."* I see this weekly. Unified commerce in theory, siloed chaos in reality. When I took over omnichannel operations for a $300M retailer, I found that 34% of DTC ad spend was reaching customers who had already purchased in-store. We were paying premium prices for sales that would have happened anyway. **The Unified Commerce Framework:** 1. One customer ID across all channels. If you can't recognize a customer everywhere, you don't know them.n2. Centralized attribution. Every touchpoint gets credit, but cannibalization is subtracted.n3. Coordinated budgeting. My teams don't compete—they collaborate on customer journeys.n4. Channel-specific messaging. DTC drives discovery. Retail drives consideration. Wholesale drives volume.n5. Predictive channel routing. We send customers to their preferred channel, not our most profitable one. The brands thriving in 2026 aren't managing channels. They're managing unified customer journeys. I've enabled a £790M IPO, led 31-person global teams, and scaled revenue 20% WoW for 12 weeks. But unifying commerce channels was the most complex challenge. How many channel silos do you have? Are they competing or collaborating?