5 Fatal Mistakes to Avoid for a Successful Omnichannel Strategy in 2025

Omnichannel Solutions Benchmark for Retailers: Complete Guide for 2025

By Charlotte Journo-Baur, founder of WISHIBAM and retail expert

The retail world is undergoing an unprecedented transformation. In the corridors of department stores and independent boutiques alike, one question echoes: how can retailers survive against e-commerce giants while meeting new consumer expectations?

I founded WISHIBAM after noticing that most technological solutions weren’t designed by retail experts, but by technicians disconnected from on-the-ground realities. This benchmark of omnichannel solutions will help you navigate the jungle of current offerings and make choices that truly match your needs, without falling into the marketing traps set by tech giants.

Why Omnichannel Has Become Vital for Retailers in 2025

Consumer Expectations Have Changed: Immediacy, Fluidity, Personalization

Your customers no longer think in terms of channels. For them, your brand is a single entity, whether they discover it on Instagram, explore it on your website, or touch it in your store. According to the latest Salesforce study (2024), 73% of consumers now expect a perfectly unified experience across all these touchpoints. This figure rises to 86% among millennials and Generation Z.

What strikes me in my daily conversations with retailers is how phygital has become self-evident. The physical store isn’t dead—far from it! It’s reinventing itself. Take the example of a ready-to-wear brand that saw sales increase by 31% after equipping its sales staff with tablets connected to global inventory. Customers can now try on clothing in-store, order it online in a different size, and have it delivered to their home the next day. This fluidity makes all the difference.

Before, we thought omnichannel was a luxury reserved for major retailers. Today, it’s a matter of survival.

Business Stakes: Profitability, Loyalty, Data Sovereignty

Do you know how much a customer lost due to a failing omnichannel experience costs you? Our analyses show that depending on your sector, this amount can reach €300 per customer. Multiply this figure by the number of dissatisfied customers each month, and you’ll understand why omnichannel is no longer optional.

Customer loyalty is also at stake. A McKinsey study reveals that omnichannel consumers spend on average 4 times more than single-channel customers. They return more often and are 15% less sensitive to competitors’ promotions.

But the issue that concerns me most is data sovereignty. By entrusting your precious customer data to American platforms, you progressively lose control of your customer relationships. These giants can modify their algorithms overnight, increase their rates, or worse, use your data to develop their own competing offers. I’ve seen too many retailers trapped in this dependency, unable to extract themselves without jeopardizing their business.

Overview of Main Omnichannel Solutions in 2025: Strengths, Limitations, and Blind Spots

International Giants: Salesforce, Adobe, Shopify Plus, Oracle CX

These tech behemoths offer complete suites covering all omnichannel needs: e-commerce, CRM, marketing automation, inventory management… Their strength? Undeniable technological power and nearly unlimited functionality. Salesforce Commerce Cloud, for example, equips numerous international brands with its robust architecture and advanced analytical capabilities.

A digital director at a home decoration retailer recently confided: “We invested over a million euros in our American solution. Two years later, our in-store teams still refuse to use it because it’s not adapted to their daily needs.”

Sovereign and Agile Alternatives: Wishibam, Proximis, Wynd

Facing these giants, European solutions have developed with a radically different approach: understanding local retail specificities before designing the technology.

• Focus on local customer experience and European market particularities
• Total data control, hosted in Europe and GDPR compliant
• Incomparable deployment speed (3 to 4 months on average)
• Interfaces designed for field teams, including those who aren’t digital natives

At Wishibam, we made the radical choice to design our solution from the ground up. Before writing the first line of code, I spent months observing salespeople’s daily routines, understanding their constraints and needs. This “retail first, tech second” approach makes all the difference in solution adoption by teams.

A concrete example: where American solutions often impose standardized processes, our platform adapts to each retailer’s specificities. A luxury sector client was able to completely personalize their click & collect journey to integrate a welcome ritual consistent with their brand image, without costly specific development.

How to Choose the Right Omnichannel Solution: The Criteria That Make the Difference

Prioritize Customer Experience and Ease of Use for Field Teams

The most sophisticated technology is worthless if your teams don’t adopt it. Your store salesperson must be able to check global inventory, reserve a product for a customer, or transform a visit into an omnichannel sale in just a few clicks, without complex training.

• Unified interface: a single tool to manage all omnichannel operations
• Real-time inventory management, with visibility across the entire network
• Simplicity of the click & collect journey, both for customers and store teams
• Native integration with your checkout system and ERP

“Before, I spent 2 hours a day managing web orders. With Wishibam, it’s 15 minutes, and I can devote the rest of my time to advising my customers.” — Store manager

Invest in a Sovereign, Scalable, and Long-term Profitable Solution

• Data sovereignty: Choose a solution that guarantees exclusive ownership of your customer and product data, hosted in Europe.
• Scalability: Your business evolves, your omnichannel solution must be able to follow. Beware of rigid systems that require costly development with each evolution.
• Profitability: The economic equation must be clear from the start. With Wishibam, clients see measurable ROI in less than 12 months, thanks to increased average basket size (+18% on average) and reduced operational costs.

Human support also makes all the difference. Unlike giants that hand you over to a call center after signing, we’ve chosen personalized follow-up by retail experts. Our clients don’t talk to technicians, but to other retailers who understand their daily challenges.

Continuous innovation is our other trademark. Being retailers ourselves, we anticipate market developments and regularly integrate new features at no additional cost. Our latest innovation, an artificial intelligence module that predicts stockouts and optimizes inter-store transfers, has allowed our clients to reduce stockouts by 17%.

Regaining Control of Your Digital Destiny

Retailers who succeed in 2025 will be those who have regained control of their customer relationships. Omnichannel is no longer a luxury; it’s a matter of survival. And for that, it’s better to rely on a sovereign, agile, and committed partner.

I founded Wishibam with a conviction: European retailers deserve better than standardized solutions designed thousands of miles from their realities. They deserve technology that respects their DNA, values their expertise, and helps them differentiate in an ultra-competitive market.

The omnichannel revolution is just beginning. It’s up to you to choose whether you want to endure it or be its actors.

FAQ: Omnichannel Solutions Benchmark for Retailers