The study identifies a clear divide between how organisations perceive their omnichannel performance and their ability to execute consistently across channels, systems, inventory, fulfilment and markets. The report calls this the Omnichannel Execution Gap.

Disconnected systems, fragmented workflows, limited visibility and continued reliance on manual co-ordination remain barriers to consistent execution.

“ Brands and retailers have made significant progress in expanding across channels, marketplaces and fulfilment models. But expansion alone does not create omnichannel maturity,” said Vaibhav

Dabhade, Founder and CEO of Anchanto.“ The next competitive advantage will come from connected execution: bringing systems, inventory, workflows, fulfilment networks and local market requirements together into one co-ordinated commerce operating model.”

AI leads the agenda, but connected operations remain the foundation

AI and data capabilities lead the commerce transformation agenda, selected by 53 % of respondents, ahead of cost reduction and efficiency at 46 %. The most valuable use cases are focused on practical commerce decisions, including promotion and pricing effectiveness, marketplace performance visibility and inventory and fulfilment prediction.

However, AI’ s value depends on the quality and connectivity of the operating foundation beneath it. Disconnected systems, fragmented data and manual workflows limit organisations’ ability to apply AI consistently across the commerce operation.

“ The research shows that omnichannel maturity cannot be measured by channel presence or confidence alone,” said John Follett, Co-founder and Head of Research at Demand Metric.“ Many organisations have built extensive commerce ecosystems, but the systems, workflows and data behind them are not yet fully co-ordinated. Closing that gap will require leaders to evaluate operational reality more closely and build the connected foundation needed to support automation, AI and continued growth.”

The report concludes that the next phase of commerce will not be defined by the number of channels an organisation operates, but by how effectively it co-ordinates them. Organisations able to connect channels, systems, inventory, fulfilment, data and local requirements will be better positioned to improve efficiency, protect margins and scale customer experiences. x www. intelligentcxo. com

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