2026 Retail Benchmark Warns of Stagnation Costs
Manhattan Associates released its 2026 Unified Commerce Benchmark for specialty merchants on Monday, highlighting how the gap between leaders and laggards is widening as shoppers shift between online and offline channels.
Only a few firms achieve true unified commerce leadership
The study, conducted by Incisiv, examined more than 400 specialty companies across North America, Europe and Latin America. It measured 330 capabilities across shopping, checkout, fulfillment and service. Just 7% of participants reached the top tier, while 33% remain in the basic category.
Leaders are seeing almost double the growth rates of basic peers, according to the data. The report says that connected, data‑driven experiences are translating into higher sales and stronger loyalty.
One notable shift is that features once seen as differentiators have become expected. The benchmark notes that 38% of capabilities that set leaders apart in 2024 are now table stakes, such as real‑time inventory visibility and digital wallets.
AI, fragmented journeys and rising costs reshape the market
Artificial intelligence is projected to generate more than $500 billion in global value by 2030. The emphasis is moving from simple task automation to systems that anticipate demand, personalize offers in real time and smooth friction before shoppers notice it.
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Consumer paths are increasingly scattered. Over two‑thirds of shoppers use two or more channels before buying, moving among marketplaces, social feeds, messaging apps and brand sites. This fluid behavior forces merchants to coordinate experiences across every touchpoint.
At the same time, logistics expenses have climbed by over 20% in the past three years. Customers now expect faster delivery, flexible pickup options and seamless service as the norm.
Real‑time inventory insight is boosting turnover rates: about 50% in North America, 45% in Europe and 27% in Latin America. Better visibility helps cut stockouts and reduce markdowns.
Growth follows integration.
Compared with previous cycles, the current environment feels like a sprint rather than a jog. In earlier years, firms could rely on brand strength and product range to pull ahead. Today, the ability to stitch together a coherent journey from browsing to after‑sales support appears to be the decisive factor, echoing patterns seen when e‑commerce first disrupted brick‑and‑mortar stores.
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Regional performance varies. North American merchants benefit from mature e‑commerce platforms and robust data stacks, leading in personalized checkout and cart handling. European firms excel in cross‑border fulfillment and privacy‑focused experiences, shaped by stricter regulations. In Latin America, rapid adoption of alternative payments, WhatsApp‑based service and mobile‑first fulfillment is narrowing the gap.
“Retailers are being asked to do something incredibly hard right now: deliver faster, more personalized experiences while also protecting margin,” said Katie Foote, senior vice president and chief marketing officer at Manhattan Associates. “What this benchmark makes clear is that the merchants pulling ahead are not doing it with one standout channel or a single capability. They are doing it by reimagining the entire customer journey and connecting the business end to end, from shopping and checkout to fulfillment and service.”
Foote added that there is no single blueprint for success. Different regions move at different speeds and address distinct customer expectations, but the common thread is investment in connected experiences and precise execution, which translates into growth, resilience and strong loyalty.
For those interested in the full data set, the complete 2026 Global Unified Commerce Benchmark is available for download. Click HERE to view and download the complete benchmark.
