A new study from Singapore-headquartered commerce software company Anchanto finds that companies are more confident about omnichannel performance than their operating systems justify. The research surveyed 408 qualified decision-makers at brands and retailers with annual revenue above US$100 million across APAC, Europe, the Middle East, Africa and North America.
What happened
Anchanto reports that 86 percent of respondents are satisfied with their omnichannel performance, while 12 percent describe operations as optimised and 6 percent report end-to-end visibility. The methodology and sample make these survey findings, not universal measures of every retailer.
Why it matters
The gap matters because adding marketplaces, stores and delivery options creates more coordination work. Inventory, pricing, fulfilment and returns need to move across systems without repeated manual reconciliation if a company wants consistent customer service and reliable margins.
For Southeast Asian companies expanding across markets, local payment methods, carriers and marketplace rules add another layer. A connected operating model can be more valuable than another customer-facing channel when the underlying stock and order data remain fragmented.
What readers should follow
The useful next step is to compare the study’s findings with operational evidence: visibility across inventory, fewer manual hand-offs, faster exception handling and better fulfilment accuracy. Anchanto’s report frames the problem; buyers still need to verify results in their own systems.
Source note
Reported facts are attributed to Anchanto State of Omnichannel Commerce 2026/2027. SEA Connect adds regional business context and separates announced plans from completed outcomes.