Retailers and brands are prioritizing AI as they pursue unified commerce, but disconnected systems and fragmented workflows could limit their ability to put the technology to work effectively, according to a new survey.
Anchanto, a global SaaS company, in its State of Omnichannel Commerce 2026/2027 report, developed with business services firm Demand Metric, identified a divide between how organizations perceive their omnichannel performance and their ability to execute consistently across channels, systems, inventory, fulfillment and markets. The report characterizes the dynamic as the “Omnichannel Execution Gap,” with disconnected systems, fragmented workflows, limited visibility and continued reliance on manual coordination as remaining barriers to consistent execution, Anchanto noted.
AI and data capabilities lead the commerce transformation agenda, Anchanto pointed out, with 53% of respondents citing them as a main priority, ahead of cost reduction and efficiency at 46%. However, the report maintained that AI’s effectiveness depends on the quality and connectivity of the underlying operating infrastructure. Disconnected systems, fragmented data and manual workflows limit organizations’ ability to apply AI consistently across omnichannel operations.
Companies are increasingly applying AI to specific commerce functions, with 46% of survey respondents reporting they use AI for promotion and pricing effectiveness, 42% for marketplace performance visibility and 39% for inventory and fulfillment prediction as they align AI with their evolving operational goals.
Fulfillment and supply chain operations are where the execution gap becomes evident, as 46% of respondents said disconnected systems create issues in those operations. Anchanto also found that 55% of respondents said managing orders, inventory and fulfillment still requires high or very high levels of manual input.
The report concludes that the next phase of commerce will not be defined by the number of channels organizations operate but by how effectively they coordinate them. Those able to connect channels, systems, inventory, fulfillment, data, and local requirements will be best prepared to improve efficiency, protect margins, and scale customer experiences.
“Brands and retailers have made significant progress in expanding across channels, marketplaces and fulfillment models,” said Vaibhav Dabhade, Anchanto founder and CEO, in announcing the report release. “But expansion alone does not create omnichannel maturity. The next competitive advantage will come from connected execution: bringing systems, inventory, workflows, fulfillment networks and local market requirements together into one coordinated commerce operating model.”
John Follett, co-founder and head of research at Demand Metric, said, “The research shows that omnichannel maturity cannot be measured by channel presence or confidence alone. Many organizations have built extensive commerce ecosystems, but the systems, workflows and data behind them are not yet fully coordinated. 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 is based on a global survey of commerce decision makers at organizations with annual revenues exceeding $100 million.
