Unified commerce benchmark reveals retail success factors

The findings of the 2025 Unified Commerce Benchmark for Speciality Retail reveal significant insights into the factors contributing to success in the retail industry.

The study, conducted by Incisiv and co-sponsored by Manhattan Associates and Google Cloud, evaluated 220 international retailers across over 300 capabilities. The research assessed areas such as Shopping, Checkout, Fulfillment, and Service based on real-world consumer interactions in both online and physical channels. Key attributes were identified among leading retailers, alongside opportunities for improvement in customer engagement and operations modernisation.

Of the retailers evaluated, only 5% achieved Leader status, showcasing high levels of omnichannel commerce maturity and the ability to provide personalised experiences both in-store and online. Retail leaders identified in the Benchmark include Apple, Best Buy, Boss, Dick's Sporting Goods, IKEA, Lululemon, Neiman Marcus, Nike, Ralph Lauren, and Sephora. On average, these leaders reported 31% lower fulfillment costs and 24% higher customer satisfaction levels compared to industry averages.

The retail landscape continues to evolve rapidly, pushing retailers to enhance their Unified Commerce capabilities to ensure sustainable growth. Changes in the sector between 2023 and 2025 show that 33% of the former differentiating capabilities among Leaders are now seen as essential, while new capabilities have emerged to set the standard for 2025.

Consumer shopping habits illustrate the seamless movement across different channels, with multi-channel shoppers spending 15% more per order as they navigate social media, marketplaces, physical stores, and live commerce. Leading retailers recognise this and influence a notable 34% of digital discoveries, which is significantly higher than the industry norm.

In the realm of Checkout Experience, Leaders focus on integrating operational efficiency with engagement and personalisation. Some 70% of these leaders provide intelligent cart experiences across channels, a stark contrast to the 31% of others in the sector. Such improvements at checkout have led to a 20% reduction in cart abandonment rates for leaders.

The expectations for Fulfillment Experience are also being redefined. Retailers at the forefront allow 50% of their customers the flexibility to adjust orders and delivery preferences post-purchase, compared to only 13% of other retailers, highlighting new conventions for convenience.

For Service Experience, consumers expect consistent interactions across various contact points, including in-store, digital, and phone support. Ninety percent of Leaders have integrated their customer service channels to ensure smooth transitions, resulting in reduced support escalations and leveraging GenAI self-service agents to further minimise customer service calls.

Ann Ruckstuhl, SVP and CMO at Manhattan, emphasised, "While every aspect of unified commerce is a driver of business success, True leadership requires an unwavering focus on every stage of the customer journey—from shopping and checkout to fulfillment and service. What stands out most is the outsized impact of inventory on top-line revenue growth. Inventory visibility, availability and seamless shipping have become critical levers for driving business performance in today's competitive retail landscape."

Adding her commentary, Carrie Tharp, VP, Strategic Global Solutions & Industries at Google Cloud, stated, "The Benchmark clearly highlights the future belongs to those retailers who can translate insights into instant, seamless experiences. The retailers winning at unified commerce are harnessing the power of GenAI to create hyper-personalised experiences that anticipate customer needs before they're even voiced and build genuine, data-fueled connections that redefine customer loyalty."