A new benchmark study from Manhattan Associates finds that most specialty retailers continue to lag in connecting digital and physical commerce to create unified operations.
The study classified just 7% of those retailers as “leaders” despite measurable gains in recent years.
Manhattan Associates conducted the 2026 Global Unified Commerce Benchmark report with research firm Incisiv. They evaluated more than 400 specialty retailers across North America, Europe, the Middle East, Africa and Latin America. The study assessed 330 capabilities across shopping, checkout, fulfillment and service, based on observed purchase and return experiences.
Retailers lag in unified commerce, report finds
The report shows incremental progress since its 2023 launch. However, 33% of retailers remain in a “basic” category, indicating limited integration across channels. Manhattan Associates said retailers it classified as leaders are achieving twice the revenue growth of those lagging. It did not disclose specific growth rates.
The findings point to widening performance gaps as customer expectations increase and operating costs rise.
More than two-thirds of consumers now use at least two channels before completing a purchase, according to the report, reflecting increasingly fragmented buying journeys that span marketplaces, social platforms, and direct channels. At the same time, logistics and fulfillment costs have increased more than 20% globally over the past three years, adding pressure on margins.
The study also found that capabilities once considered differentiators are becoming standard. Manhattan Associates said 38% of features that set leading retailers apart in 2024 — including real-time inventory visibility, digital wallets and cross-channel service — are now at table stakes.
Inventory visibility and allocation remain key performance drivers. Retailers with real-time inventory intelligence reported higher inventory turns, with gains of 50% in North America, 45% in EMEA and 27% in Latin America, the report said.
The benchmark highlights the growing role of artificial intelligence in commerce operations. Manhattan Associates cited projections that AI could generate more than $500 billion in global retail value by 2030, as companies deploy tools such as predictive fulfillment, personalization and automated service workflows.
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