Integration plays a pivotal role in maintaining a company's single source of truth. It guarantees the accuracy and consistency of essential data, including inventory levels and pricing, throughout all channels. This facilitates effective pricing management for each channel while preventing disparities. Moreover, integration supports the task of keeping customer information current, resulting in a unified customer data view. This not only enhances operational efficiency but also cultivates customer satisfaction and trust, which are essential for a successful, cohesive business strategy.