07/28/2026
Commerce infrastructure is becoming the next competitive advantage.
For years, businesses competed on products, pricing, and customer experience. Those still matter. But as commerce becomes more complex, another differentiator is emerging: the systems behind the business.
Recent industry research supports this shift:
Gartner identifies unified commerce as a leading strategy for retailers, helping businesses connect operations, improve visibility, and create a competitive advantage.
Gartner found that only 29% of supply chain organizations have built the capabilities needed for future performance, with leaders prioritizing integrated ecosystems, agility, and real-time visibility over simply adding more technology.
McKinsey & Company explains that future-ready supply chains are built on resilience, agility, and connected operations, enabling businesses to respond faster to changing demand and market conditions.
The takeaway?
The businesses that win won't just sell better. They'll operate better.
A few questions worth asking:
- Can your teams access the information they need without switching between systems?
- How quickly can you adapt to new channels or changing demand?
- Are your operations helping your business grow, or slowing it down?
Commerce infrastructure may not be customer-facing, but it shapes everything your customers experience.
Where do you think businesses gain the biggest competitive advantage today: customer experience, AI, or connected operations?