The State of Omnichannel Commerce 2026
Most brands and retailers have expanded across channels, marketplaces, and fulfillment networks. But confidence is outpacing operational maturity.
Based on insights from 408 commerce decision-makers, this report reveals the Omnichannel Execution Gap and what organizations must connect next to scale efficiently, improve visibility, and unlock the value of AI.
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The Omnichannel Execution Gap
What our study tells us about where operations actually stand.
Confidence is outpacing maturity
86% are satisfied with their omnichannel performance, but only 12% describe their operations as optimized. Progress is real, but many organizations are mistaking expansion for maturity.
End-to-end visibility remains rare
Only 6% have end-to-end visibility across their commerce operations. Most teams still lack a unified view across channels, inventory, fulfillment, and delivery.
Manual work is holding operations together
55% report high or very high manual effort managing orders, inventory, and fulfillment. As channel and fulfillment complexity grows, those workarounds become harder to sustain.
AI ambition is ahead of operational readiness
AI and data lead the transformation agenda at 53%, but their value depends on connected systems, consistent data, and integrated workflows. AI cannot compensate for a fragmented operating foundation.
The report shows where the execution gap is widest, how your peers are responding, and which capabilities they are prioritizing next.
How to Use This Report
See how your channel count, fulfillment footprint, and visibility stack up against senior commerce leaders.
Use real data on where budgets are moving to make the case internally.
See which capabilities your peers are prioritizing over the next 12–24 months.
Replace opinion-driven roadmap debates with what senior operators are actually reporting.