China's Unichannel Model, Latin America's Opportunity

Unichannel isn't the next phase of omnichannel. It proves that omnichannel was never the finish line.

In this episode of the Global Lens podcast series, host Lavina Suthenthiran speaks with Michael Zakkour, Founder & Chief Strategist of 5 New Digital, about the unichannel model he pioneered in China, retail's next growth market, and what makes a merger actually work.

INSIDE THE EPISODE:

- Omnichannel and multichannel were always the same thing

The real goal was never more channels; it was one unified business behind them. Unichannel means no separate teams, budgets, or profits and losses for each channel, just one experience that feels consistent no matter where the customer shows up.

-China built the model the rest of the world is still catching up to

Alibaba fully integrated online, offline, supply chain, and media into one system, buying up department stores, grocery chains, and liquor retailers and folding them directly into its online business. That integrated model put Alibaba years ahead of Amazon at the time, and it's what most Western retailers are only now starting to build toward.

- Latin America is the market to watch next

Brazil, Mexico, and Central America are where real investment is happening now, driven by proximity to the US and a strong demand for modern retail infrastructure and expertise.

-The strongest brands aren't the biggest, they're the best-prepared

Right now, the strongest opportunity is in the lower middle market: brands between $4M and $100M in revenue that are already profitable. The advice for founders is simple: build your company as if you're exiting in four years, whether you plan to or not.

Listen above for the case against omnichannel, why Latin America is retail's next big market, and why due diligence determines global expansion success.