Retailers must update their operations or risk losing ground as buyers increasingly demand smooth, data-informed shopping experiences. The 2026 Global Unified Commerce Benchmark by Manhattan Associates, conducted by Incisiv—a leading retail research firm specializing in real-world purchase and return analysis—reveals that only 7% of specialty retailers have reached true leadership in merging digital and physical sales, while 33% still operate at a basic level.
This assessment covers over 400 retailers across EMEA, LATAM, and North America, evaluating performance in 330 areas spanning shopping, checkout, delivery, and customer service, with a focus on how these capabilities translate into measurable growth and loyalty. The benchmark also highlights that progress since its 2023 launch has been steady but uneven, with leaders achieving nearly double the growth rates of their basic-tier peers through connected, data-driven experiences.
AI and fragmented shopping paths transform retail
The study emphasizes AI’s growing role as a key advantage. By 2030, AI could generate over $500 billion in value, shifting focus from simple automation to systems that forecast demand, tailor interactions, and eliminate friction before issues arise. These systems now include AI-powered shopping assistants that guide customers in real time, predictive fulfillment that adjusts inventory allocation dynamically, and in-store personalization driven by contextual data.
Additionally, intelligent cross-channel support with context-aware escalation ensures seamless transitions between digital and physical touchpoints, reducing customer frustration. At the same time, consumer behavior has splintered: more than 66% of shoppers now combine two or more channels—marketplaces, social media, and physical stores, before finalizing a purchase, with messaging apps like WhatsApp increasingly serving as decision-making hubs.
Global logistics and fulfillment costs have risen by over 20% in the last three years, as customers expect faster delivery, flexible fulfillment, and seamless service as standard. Stock visibility lags behind, with real-time tracking improving turnover rates—50% in North America, 45% in Europe, and 27% in Latin America, helping reduce shortages and price cuts. Dynamic inventory allocation, enabled by unified commerce platforms, further minimizes overstocking in high-demand regions while ensuring availability in underserved areas, directly correlating with lower markdowns and higher gross margins.
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The divide between top performers and others is expanding because foundational requirements, like live inventory updates or multi-channel support, are no longer optional. The benchmark found that 38% of the features distinguishing leaders in 2024 will be standard by 2026, including digital wallets and cross-channel support. These capabilities now extend to streamlining the customer journey while reducing operational friction. Retailers failing to adopt these basics risk falling further behind as consumer expectations for convenience and speed continue to rise.
Adoption varies by region
North American retailers lead in customization and cart management, thanks to established ecommerce frameworks and robust data systems that enable hyper-personalized recommendations and seamless checkout flows. European firms excel in operational reliability and cross-border logistics, overcoming strict privacy rules, such as GDPR compliance, that require transparent data handling and localized fulfillment strategies. Latin American companies are narrowing the gap fastest, leveraging mobile-first approaches, WhatsApp customer service for instant support, and local payment methods like Boleto Bancário, which account for over 40% of transactions in Brazil. These adaptations address unique regional challenges, such as limited credit card penetration and fragmented digital infrastructure.
Regardless of location, the core issue remains integrating every customer interaction, from browsing to delivery, into a cohesive system. Leaders achieve nearly double the growth of basic-tier retailers by treating unified commerce as a company-wide strategy rather than isolated projects. This end-to-end approach ensures that data from one channel informs operations across all others, creating a feedback loop that continuously refines the customer experience. For example, in-store purchase data can trigger targeted digital promotions, while online browsing behavior updates real-time inventory availability in physical locations.
Profitability and the cost of inaction
Katie Foote, Manhattan Associates’ SVP and CMO, warns that retailers must balance speed, personalization, and profit margins. The data confirms this challenge: those investing in connected systems see stronger growth, resilience, and customer loyalty, but the opportunity to close the gap is shrinking. By 2026, the difference between leaders and followers won’t be about adopting new technology but reimagining the entire customer experience, including how returns are handled, how promotions are targeted, and how supply chains adapt to demand fluctuations. Foote notes that the most successful retailers treat unified commerce as a strategic imperative, not a tactical upgrade, ensuring alignment between IT, merchandising, and fulfillment teams.
No single approach guarantees results. The most successful retailers adjust their tactics to local preferences while keeping execution precise. For many, the expense of stagnation may soon surpass the cost of transformation, as competitors leverage unified commerce to capture market share and customer loyalty. The benchmark’s regional insights further illustrate this point: Latin American firms adopting mobile payments are closing the gap fastest, while European retailers are leveraging cross-border automation and operational consistency.