Manhattan Associates Unified Commerce Benchmark: retail leaders realize up to 2x more sales growth

Yet only 7% of retailers are leaders in unified commerce

Although the retail sector has been making steady progress in unified commerce since 2023, only 7% of retailers have actually reached a leadership position. 33% still fall into the basic category. That's according to the annual Global Unified Commerce Benchmark 2026 from Manhattan Associates. Leaders translate connected, data-driven and customer-centric experiences into nearly twice the growth rates of their competitors in the base category.

The Global Unified Commerce Benchmark is the industry's most comprehensive assessment of how well retailers are connecting digital and physical experiences to drive growth, profitability and customer loyalty. The benchmark, conducted by Incisiv, is based on actual purchases and returns. For this study, more than 400 retailers in EMEA, Latin America and North America were analyzed on 330 aspects across four key experience areas: shopping, checkout, fulfillment and service.

The benchmark highlights a new competitive situation in the retail industry. Economies of scale, assortment and brand recognition alone no longer guarantee growth. Key insights include:

• AI is changing commerce: AI in retail is expected to create more than $500 billion in value worldwide by 2030. The focus is shifting from simple task automation to intelligent systems that predict demand, personalize in real time and solve bottlenecks before customers experience them. AI shopping assistants, predictive order processing, in-store personalization and intelligent cross-channel support with context-aware escalation are defining success.
• Consumer trajectories are fragmented: More than 66% of consumers use two or more channels before completing a purchase. They move smoothly between marketplaces, social platforms, messaging apps and retailers' own websites and stores.
• Fulfilment costs are getting higher: Global logistics and order processing costs have increased by more than 20% over the past three years. This is because customers expect faster delivery, flexible order processing and seamless service as standard.
• Stock Insight: Real-time visibility and dynamic allocation significantly increase inventory turns - 50% in North America, 45% in EMEA and 27% in Latin America. This reduces inventory shortages and price reductions.
• Yesterday's differentiators are now standard: 28% of the capabilities that distinguished market leaders in 2024 have become standard in 2026. This includes, for example, real-time inventory visibility, digital wallets and cross-channel support.

“Retailers are being asked to do something incredibly difficult: deliver faster, more personalized experiences while protecting margin,” said Katie Foote, SVP & CMO of Manhattan Associates. “This benchmark makes it clear that retailers who are leading the way aren't doing it with one standout channel or a single capability. They are doing it by reshaping the entire customer journey and connecting the entire business from start to finish, from shopping and checkout to order fulfillment and service.”

The 2026 benchmark also shows how the maturity of unified commerce is evolving by region:

• Retailers in North America benefit from a strong e-commerce base and a mature data infrastructure. As a result, they are leading the way in shopping and checkout personalization, as well as shopping cart handling.
• Retailers in EMEA are distinguished by operational consistency, cross-border fulfillment and privacy-conscious experiences shaped by a complex regulatory landscape.
• Retailers in Latin America are closing the gap faster than any other region, thanks to the rapid adoption of alternative payment methods, message-driven service via WhatsApp and mobile fulfillment models.

“There is no ready-made recipe for success in unified commerce. Different regions evolve at different rates and respond to different customer expectations. However, the common thread is clear: retailers that invest in connected experiences and accurate execution see the results in growth, resilience and stronger customer loyalty,” Foote said.

Download the full Global Unified Commerce Benchmark 2026 for specialty retail.