If you have felt like the pace of change in retail is accelerating, you are right. The Unified Commerce Benchmark (UCB) 2025 report by Manhattan Associates, now covering 250 specialty retailers, paints a clear picture. Unified commerce means integrating all retail systems so the customer journey, whether in-store, mobile, or online, is seamless and consistent.
The gap between average and advanced performers is widening, and customer expectations are outpacing what most retailers can deliver.
I had the pleasure of speaking with Ann Ruckstuhl, Manhattan Associates' SVP and Chief Marketing Officer, on my podcast recently to discuss the report.
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Her insights, along with the UCB's findings, deliver a blueprint for how to lead, not lag, in the years ahead.
You can download the full Unified Commerce Benchmark Report here
How They Conducted the Survey
Ann explained, "We benchmark more than 250 retailers from around the world. That means we evaluate how they perform across over 300 different things-what we call "attributes"-all related to how a customer shops, buys, returns, and interacts with their stores.
Here’s how we do it: we act like real shoppers. We conduct eight full shopping trips per retailer, comprising five online and three in-store visits. We even visit both suburban and urban store locations. These aren't short trips either. We buy things, return them, ask questions, file complaints, and more. It’s the full experience, not just someone filling out a survey saying, “I think we do this well.” No, we test everything ourselves.
It’s kind of like a giant mystery shop on steroids. Everyone gets the same set of tasks, and we record how well they perform each step. Then we give them a score based on the same 300+ attributes for all eight trips.
If your brand gets included, you don’t just get a score—you get a full report card. It shows you:
- What you’re doing well
- Where you’re average
- Where you’re falling behind
We think of this as a roadmap for the retail industry—a scientific but practical way for brands to see exactly how they’re doing and where they can improve. And that’s exciting."
Here are the top ten findings from the report every retail executive needs to know and act on.
Unified Commerce Leaders Grow 3X Faster Than Everyone Else
Retailers who reached Leading status in the UCB saw three times the revenue growth compared to others. Progression matters. The jump from Developing status to Advanced maturity alone translates to twenty-three million dollars in revenue per one billion in sales. That is your business case for change. No debate required.
Only 5% of Retailers Are Truly Unified
Despite unified commerce being a well-established concept, only five percent of retailers qualify as Leaders. Most remain in Basic or Developing stages, which means siloed systems, inconsistent experiences, and inefficient operations. Ann put it well: "Unified commerce is how we finally get rid of the backroom dungeon in retail." She’s referring to the disconnected legacy systems and manual processes that bog down operations behind the scenes.
But here is where I hesitated. We have been hearing about omnichannel and connected journeys for years. Is this really any different?
Yes. The difference is in execution. The benchmark data proves that when these capabilities are unified—not bolted on, retailers see tangible results in sales growth, efficiency, and customer loyalty.
Checkout Is Now a Strategic Advantage
According to the UCB Checkout Experience report, leaders have transformed checkout into something seamless and relational. From one-click checkout to predictive payments and mobile POS, they are using this final moment to build trust. Retailers that mastered it achieved higher average order values, lower cart abandonment, and longer customer lifetime value through empowered associates.
Shopping Must Blend Human and Digital Inspiration
Today’s shoppers do not think in terms of channels. They think in terms of connection. Leaders in the UCB Shopping Experience report equipped store teams with clienteling tools (apps that help associates track preferences and build personal relationships with shoppers), connected digital journeys with real-time store inventory, and evolved brand storytelling dynamically. Ann pointed out that shoppers now view purchases as extensions of identity and values.
I have to admit, I used to think personalization was just another buzzword. But this is different. This is about relevance, timing, and creating trust at every touchpoint. It is not about marketing noise. It is about knowing what matters to that customer right now.
GenAI and Agentic Workflows Are the Next Frontier
While seventy-seven percent of retailers use chatbots, only five percent use generative AI to improve the experience. Leaders are already experimenting with predictive resolution, voice-driven commerce, and dynamic personalization. They are building what are called agentic workflows—automated systems that can take actions on their own, like re-routing inventory or resolving service issues before a person even needs to step in.
Ann and I agree. AI should elevate the human role, not erase it.
The Store Still Matters, But Its Role Has Changed
Leaders are turning stores into fulfillment centers, service hubs, and storytelling platforms. Store-based fulfillment cut last-mile costs by thirty-one percent. Empowered service teams drove twenty-four percent higher satisfaction. Ann remembered working at Burdines and loving the connection, not the back-end tasks. Unified commerce helps make that possible again.
Service Is the Most Underrated Differentiator
Service maturity actually stagnated between 2023 and 2025. That makes it your best shot at standing out. Leaders reported fewer escalations, significantly higher satisfaction, and much better retention. They did it not through gimmicks but through connected support, trained store experts, and smart digital handoffs.
Category Leadership Is Temporary
Luxury and Consumer Electronics retailers surged in the rankings while early digital leaders in cosmetics and department stores lost ground. The takeaway is clear. Your current advantage can become tomorrow’s obstacle if you do not evolve. Ann emphasized that newer entrants are building clean, modern systems from scratch. That is a competitive edge in itself.
AI Is the Multiplier
Retailers are cautious about AI, but the ones embracing agentic systems are accelerating past the rest. From checkout orchestration (smart systems that automate and personalize how customers complete their purchase) to real-time inventory reallocation and service resolution, AI is proving to be a growth driver. Ann summed it up well. AI is about freeing your team to do what only they can do.
At first, I was skeptical that AI could play a role in human-centered retail. But what I have seen with tools like Sidekick Rex inside SalesRX shows me the potential. AI is not here to replace the floor. It is here to sharpen it.
Leadership Is a Discipline
Leadership is not a badge. It is behavior. The UCB makes clear that every step up in unified commerce maturity drives measurable ROI. Leaders innovate around the customer. They align teams around experience. And they invest in transformation like signage changes, AI tools, or internal re-orgs, not just surface-level fixes.
Final Thoughts
If you're still chasing growth through foot traffic and endcaps, or if your team is working around disconnected systems, it's time to stop patching and start progressing.
Read the full Unified Commerce Benchmark 2025 report and evaluate where you stand. If you missed my interview with Ann Ruckstuhl, it is worth your time. She brings the kind of grounded wisdom we need more of in retail.
You can download your own copy of The Unified Commerce Benchmark from Manhattan Associates here
