On March 23, 2026, Manhattan Associates Inc. (NASDAQ: MANH) unveiled the findings of its 2026 Global Unified Commerce Benchmark for Specialty Retail, a comprehensive study examining how retailers effectively integrate digital and physical experiences to enhance growth, profitability, and customer loyalty. Conducted by Incisiv, a prominent retail research firm, the Benchmark assessed over 400 specialty retailers across EMEA, LATAM, and North America, evaluating 330 capabilities across four critical experience areas: Shopping, Checkout, Fulfillment, and Service.

1. The State of Unified Commerce

The Benchmark reveals a challenging reality for retailers: despite incremental progress in unified commerce maturity since its inception in 2023, only 7% of retailers have achieved true unified commerce leadership. Alarmingly, 33% remain in the Basic category, struggling to evolve their operations while their more advanced counterparts experience nearly double the growth rates.

Key Insights from the Benchmark

The report underscores several pivotal trends shaping the future of retail:

AI’s Transformative Role: The adoption of AI in retail is forecasted to unlock over $500 billion in value globally by 2030. Retailers are shifting from basic task automation toward intelligent systems capable of anticipating demand, personalizing customer experiences in real-time, and proactively resolving potential friction points. Innovations such as AI shopping assistants, predictive fulfillment, and context-aware support are at the forefront of this transformation.

Fragmented Consumer Journeys: Today's consumers navigate through multiple channels before making a purchase, with over 66% utilizing two or more avenues, including marketplaces, social media, messaging apps, and direct retailer engagements. This shift necessitates a cohesive strategy that seamlessly integrates various platforms.

Rising Execution Costs: Global logistics and fulfillment expenses have surged by over 20% in the past three years, driven by consumer demand for faster delivery and flexible fulfillment options. Retailers must adapt to these rising costs while maintaining service quality.

Importance of Inventory Intelligence: Retailers leveraging real-time visibility and dynamic allocation are witnessing significantly higher inventory turnover rates—50% in North America, 45% in EMEA, and 27% in LATAM. This improvement helps mitigate stockouts and markdowns, enhancing overall operational efficiency.

Evolving Differentiators: The study highlights that 38% of capabilities that once distinguished leaders in 2024 have now become baseline expectations by 2026. Retailers can no longer rely on basic features like real-time inventory visibility and digital wallets to set themselves apart.

2. Regional Insights into Unified Commerce Maturity

The Benchmark also examines how unified commerce maturity varies across different regions:

North America (NOAM): Retailers in this region benefit from advanced e-commerce foundations and robust data infrastructure, excelling in shopping and checkout personalization.

Europe, the Middle East, and Africa (EMEA): EMEA retailers stand out for their operational consistency and adeptness in cross-border fulfillment, especially in navigating a complex regulatory landscape.

Latin America (LATAM): LATAM retailers are rapidly closing the maturity gap, driven by swift adoption of alternative payment methods, messaging-led services like WhatsApp, and mobile-first fulfillment strategies.

3. The Path Forward for Retailers

Katie Foote, Senior Vice President & Chief Marketing Officer at Manhattan Associates, emphasized the challenges retailers face: "Delivering faster, more personalized experiences while also protecting margins is incredibly hard right now." The benchmark underscores that successful retailers are not achieving their growth through isolated channels or singular capabilities but by reimagining the entire customer journey and ensuring cohesive integration from shopping and checkout to fulfillment and service.

“There is no single blueprint for winning in unified commerce,” Foote noted, emphasizing the varied speeds and strategies across regions. However, she stressed that the commonality among successful retailers lies in investing in connected experiences and precise execution, leading to enhanced growth, resilience, and customer loyalty.

For further insights, the complete 2026 Global Unified Commerce Benchmark for Specialty Retail can be accessed here.

About Manhattan Associates

Manhattan Associates is a global technology leader specializing in supply chain and omnichannel commerce solutions powered by advanced AI capabilities. The company is dedicated to providing best-in-class, cloud-based solutions that enhance business resilience and efficiency. With a commitment to innovation, Manhattan Associates empowers enterprises to unify front-end sales with back-end supply chain execution, enabling them to navigate emerging trends and global disruptions effectively. For more information, visit the Manhattan Associates website.

Original press release