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The Omnichannel Retail Index, powered by OSF Digital’s Strategy team, has been taking the pulse of digital commerce and omnichannel retail since its launch in 2015 with the NRF. Now in its 10th edition, the Index expands beyond North America to benchmark leading retailers and brands across Europe and Latin America. Each year, the study examines how retailers deliver on the omnichannel promise, highlighting adoption of best practices and identifying where opportunities remain to create seamless, customer-first experiences.

Average Adoption of Digital and Omnichannel Best Practices Reaches 62%

In 2025, the Index evaluated 116 retailers across 13 verticals and more than 150 criteria spanning web, mobile, cross-channel, and store. The findings reveal steady progress: the average brand has adopted 62% of best practices. Yet the spread remains wide, with the highest performer reaching 90% adoption while the lowest lags at 32%.

Cross-region analysis shows both strengths and gaps. Loyalty remains a cornerstone, with 73% of companies offering programs, and BOPIS adoption is nearly universal at 88%, with 77% of orders ready within three hours. Mobile continues to gain ground, with 74% offering transactional apps, and search experiences show improvements in handling misspellings and delivering personalized suggestions. At the same time, areas like personalization, delivery transparency, and differentiated mobile app experiences remain underleveraged, underscoring the work still ahead.

The 2025 Index confirms that while many best practices are now broadly adopted, execution and optimization make the difference between checking a box and delivering true customer value. As retailers navigate rising customer expectations and competitive pressures, this year’s insights provide a roadmap to sharpen priorities and invest in the capabilities that matter most.

Read the findings from the 2025 global report

Go deeper with regional and spotlight reports

In addition to the Global Report, the Omnichannel Retail Index offers dedicated regional editions for North America, Europe, and Brazil, providing tailored insights into local best practices and customer behaviors.

You can also explore spotlight reports that dive deeper into key focus areas shaping today’s retail experience, including:

Customer Experience & Personalization

Marketing & Engagement

Social Responsibility & Compliance

How Do You Stack Up?

You invest time, resources, and budget to deliver the best customer and omnichannel shopping experience possible. But are you truly meeting expectations—and how do you compare to your peers?

With our micro-ORI assessment, OSF consultants evaluate your company against the Omnichannel Retail Index benchmark—spanning web, mobile, and in-store channels—to show you exactly where you stand. You’ll receive a customized score along with competitive and industry insights that help you identify gaps, prioritize investments, and sharpen your digital and omnichannel roadmap.

How Can You Benchmark Further?​

Delivering seamless customer and omnichannel shopping experiences requires more than knowing where you stand—it takes targeted action. That’s where OSF Digital’s Flash Audits come in. Building on the Omnichannel Retail Index framework, these focused assessments quickly evaluate your digital, ecommerce, marketing, and customer experience capabilities against best practices. Each audit is designed to surface quick wins and strategic gaps, providing actionable insights you can put into play immediately. From ecommerce fundamentals, digital marketing, and user experience, to loyalty, international expansion, and technical SEO, our audits give you a sharper lens on the areas that matter most to your growth. Newer offerings—like Accessibility and AI Agentforce readiness—help ensure you’re future-proofing both compliance and innovation.

In just a few weeks, you’ll receive a clear, data-backed report highlighting performance benchmarks, opportunities for improvement, and recommendations tailored to your business priorities. The result: a faster path to customer-focused digital and omnichannel transformation.

BENCHMARK DEEPER. GAIN CLARITY. ACCELERATE GROWTH.

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Methodology

Through detailed and extensive mystery shopping conducted by OSF Digital’s Strategy consultants, the 2025 Omnichannel Retail Index examines how 116 retailers perform against 150+ criteria spanning web, mobile, physical store, and cross-channel experiences. For the first time, the study extends beyond North America to include retailers from the European Union and Latin America, offering a broader global benchmark.

Constantly evolving, the criteria are grounded in our deep digital and omnichannel expertise and reflect current best practices across the entire customer journey. The compiled data is rigorously analyzed to generate scores and rankings that form the basis of this report, helping brands and retailers understand where they lead, where they lag, and where to focus next.

116
brands and retailers

13
retail
verticals

150+
criteria
used

ORI 2025

Criteria

The Omnichannel Retail Index measures the adoption of omnichannel and digital best practices—but it does not evaluate the quality of execution or performance of a specific feature. For example, if two retailers both display product recommendations on the product detail page, they each receive credit for adoption, even though one may deliver highly personalized recommendations while the other relies on a basic widget.

It is also important to note that best practices can vary by vertical. A capability like auto-ship or replenishment may be critical for categories such as office supplies or health and beauty, but far less relevant for jewelry or luxury goods.

Adoption of best practice criteria alone does not guarantee retail success. Other factors—such as merchandise mix, inventory management, marketing effectiveness, customer acquisition, debt load, or macroeconomic events—play equally important roles. Still, the criteria provide a clear lens into how retailers and brands are responding to evolving customer demands.

Organizations can use these findings to benchmark current capabilities, identify gaps, and prioritize the investments that will strengthen customer experience and omnichannel performance.

For more information about the Omnichannel Retail Index criteria, or to learn how your company stacks up against the industry, please contact us—or explore our Flash Audits for a deeper dive into specific areas of your digital and omnichannel performance.

Companies in the Index

The 2025 Omnichannel Retail Index benchmarks 116 leading retailers and brands across North America, Europe, and Latin America, expanding the study’s reach beyond its traditional U.S. focus. While most participants operate across multiple channels, the Index also includes online-only retailers to capture a full view of digital performance. This year’s study spans 13 verticals, including apparel, home and housewares, footwear, electronics, and more.

Many companies have been part of the Index since its launch in 2015, creating valuable year-over-year benchmarks. At the same time, the dynamic nature of retail means the list evolves annually, with new entrants and occasional exits reflecting shifts in the industry landscape.

VIEW THE FINDINGS FROM THE 2025 GLOBAL INDEX
Omnichannel Retail Index​
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