Overview
Anchanto released The State of Omnichannel Commerce 2026/2027, a global study conducted with Demand Metric that surveyed 408 qualified commerce decision‑makers from brands and retailers generating more than USD 100 million annually across North America, Europe, the Middle East & Africa and the Asia‑Pacific region.
Key Findings on Omnichannel Execution
The study identifies an "Omnichannel Execution Gap"—the disparity between perceived performance and operational reality—driven by disconnected systems, fragmented workflows, limited visibility and continued reliance on manual coordination. While 86% of respondents report satisfaction with their omnichannel performance, only 12% describe their operations as optimized. End‑to‑end visibility is achieved by merely 6% of participants, and 55% still experience high levels of manual effort in coordinating channels, inventory, fulfillment and delivery.
AI Adoption and Use Cases
Artificial intelligence emerges as the leading agenda, selected by 53% of respondents, surpassing cost‑reduction and efficiency priorities at 46%. The most valuable AI use cases focus on practical commerce decisions such as promotion and pricing effectiveness, marketplace performance visibility, and inventory and fulfillment prediction. However, the study notes that AI’s value is contingent on the quality and connectivity of the underlying operating foundation; fragmented data and manual workflows limit consistent AI application across the commerce operation.
Strategic Implications
Vaibhav Dabhade, Founder and CEO of Anchanto, emphasizes that expansion across channels, marketplaces and fulfillment models does not equate to omnichannel maturity, and that the next competitive advantage will stem from "connected execution"—integrating systems, inventory, workflows, fulfillment networks and local market requirements into a coordinated commerce operating model. John Follett, Co‑Founder & Head of Research at Demand Metric, adds that maturity cannot be measured by channel presence or confidence alone; many organizations have built extensive ecosystems, yet the supporting systems, workflows and data remain insufficiently coordinated. The report concludes that future commerce success will be defined by the ability to connect channels, systems, inventory, fulfillment, data and local requirements, which will improve efficiency, protect margins and enable scalable customer experiences.
About Anchanto
Anchanto is a global SaaS provider of enterprise‑grade omnichannel commerce and supply‑chain technology. Headquartered in Singapore, the company operates in 12 countries across Asia‑Pacific, Europe and the Middle East and offers integrations with more than 200 marketplaces, webstores, carriers and enterprise systems.
About Demand Metric
Demand Metric is a global research and advisory firm that equips organizations with insights and resources to unlock customer value and achieve sustainable growth. It maintains strategic partnerships with the AMA, ANA and AIPMM, and its research resources are widely regarded as industry standards.
Media Contact
Charles Py, Chief Marketing Officer, Anchanto – marketing@anchanto.com.
Release date: Singapore, 12 August 2026 (PRNewswire).