The 2025 Omnichannel Retail Index is Here

The global retail industry has matured in core omnichannel practices but there’s still a wide gap between leaders and laggards, and a significant amount of growth left on the table. Retailers can no longer rely on isolated digital projects. They need seamless, connected experiences to meet customers where they are—on mobile, online, and in-store.

This year marks the 10th anniversary of the Omnichannel Retail Index (ORI) and our first truly global report - we’ve expanded beyond North America to include Europe and Latin America. For a decade, ORI has helped retailers and brands measure their progress against industry best practices, identify opportunities for growth, and unlock strategies to deliver seamless, customer-first shopping experiences.

2025 Global ORI is our most ambitious yet:

• 116 retailers and brands evaluated across 13 verticals
• 3 regions covered—North America, Europe, and Latin America
• 150+ omnichannel best practices assessed through comprehensive mystery shopping

The findings show a retail landscape in motion:

• Retailers are making significant progress in areas like loyalty programs, search, and store fulfillment.
• Opportunities remain in personalization, mobile app differentiation, and customer service touchpoints.
• Cross-channel execution varies widely, but leaders are setting the bar for truly frictionless customer journeys.

As customer expectations grow—and technology like generative and agentic AI reshapes the path to purchase—the retailers who close these experience gaps will gain a decisive edge.

Our goal: to help retailers identify where they shine, where they lag, and what it takes to drive growth in an increasingly competitive environment.

Key Takeaways: Retail is Making Progress—But Not Fast Enough

Retail has made clear strides in omnichannel maturity, yet the gap between innovators and late adopters remains wide, signaling that untapped growth is still within reach.

Where retailers are excelling:

• Store Fulfillment: Buy Online, Pick Up In-Store (BOPIS) has become a standard expectation, and leading retailers are tightening pickup times to just a few hours.
• Loyalty & Retention: Loyalty programs remain a cornerstone for increasing purchase frequency and basket size, and top performers are integrating digital tracking and exclusive perks.
• Mobile Optimization: Transactional mobile apps and mobile-friendly experiences are on the rise, acknowledging that most global traffic now originates from mobile devices.

Where opportunity is waiting:

• Personalization Beyond Basics: While many retailers collect data, few turn it into tailored experiences or let customers control their preferences.
• Customer Service in the Digital Age: Live chat, visible support touchpoints, and virtual shopping assistants are still underutilized, despite their role in boosting confidence and conversions.
• Mobile App Differentiation: Many apps exist, but few offer unique features that drive downloads and repeat engagement.

Retailers can no longer afford to leave the customer experience to chance. Investing in omnichannel best practices isn’t just about meeting expectations—it’s about winning loyalty in a market where switching is easier than ever.

The retail landscape is evolving faster than most organizations’ roadmaps. Consider this:

• Mobile is no longer a secondary channel. It’s the primary driver of engagement and heavily influences in-store decisions.
• Generative and agentic AI are here. While adoption is still early, its initial use in customer service, decision aids, and personalized recommendations shows clear potential to close experience gaps and adoption is rapidly increasing.

• Cross-channel cohesion is the new competitive advantage. Shoppers who move seamlessly between channels spend more and remain more loyal—but only if retailers meet them with frictionless experiences.

Coming Soon: Go Deeper with ORI

Over the next few months, we’re bringing the ORI findings to life through global and regional reports, feature spotlights, events and webinars to help you translate insights into action.

Regional Reports:

• Discover how Europe, Latin America, and North America compare in adopting critical omnichannel capabilities.
• Uncover high-adoption practices and local opportunities for growth.

Feature Spotlights:

• Customer Experience & Personalization
• Ecommerce & Online Shopping
• Marketing & Engagement
• Customer Support & Service
• Compliance & Social Responsibility
• In-Store Experience

And this year, we’re taking ORI on the road!

Join our ORI Roadshow with live events in Paris, Berlin, Madrid, São Paulo, and New York—a chance to network with peers, hear from OSF Digital experts, and gain insights tailored to your market. Register now to secure your spot at an ORI event near you.

If omnichannel excellence is part of your 2025 strategy, stay tuned.
The next wave of ORI content will help you turn industry benchmarks into a roadmap for measurable impact.