The 6 Pillars of an OMS Specification in 2025 (and the Mistakes That Ruin Omnichannel)

Article written by Charlotte Journo-Baur, founder of WISHIBAM and retail expert

Introduction: The WHO Specifications, the Cornerstone of Unified Trade

Let’s face it: for a long time, I thought omnichannel was just a matter of technology. What a mistake! After helping more than 50 retailers with their digital transformation, I can tell you that it all starts with a document that’s often overlooked: the specifications for your Order Management System (OMS).

By 2025, this document had become the backbone of any serious retail strategy. Why? Because a poorly defined OMS is like building a skyscraper on a shaky foundation. You’re investing millions in your digital transformation, but without a solid OMS specification, you’re setting your omnichannel strategy up for failure.

In this article, I’ll share with you the lessons I’ve learned in the field—sometimes the hard way—to help you avoid the pitfalls that have cost some retailers a fortune. You’ll discover why an OMS specification is now essential, the six pillars that make it up, and how to turn this technical document into a real driver of sales performance.

Why an OMS Specification Has Become Vital for the Retail Industry in 2025

The Rise of Omnichannel: 73% of Consumers Expect a Seamless Experience Between Online and In-Store

Remember the days when e-commerce and brick-and-mortar stores evolved in parallel, as two separate worlds? Those days are gone. According to the McKinsey study “The Future of Retail,” published in January 2024, 73% of consumers now expect a seamless experience across their online and offline journeys.

That figure struck me, but it didn’t surprise me. At WISHIBAM, we see this reality every day: customers who start their search on their smartphones while riding the subway, compare prices on their computers in the evening, and complete their purchase in-store over the weekend. Or the other way around! Shopping journeys have become as unique as the consumers themselves.

The question is no longer whether you should be omnichannel, but how to orchestrate this complex symphony in which each channel must play its part without a single wrong note. And that’s exactly where your OMS comes in—that invisible conductor who synchronizes all of your sales operations.

I’ve seen retailers invest astronomical sums in breathtaking digital storefronts, yet completely neglect the infrastructure needed to deliver on the promises made to customers. The result? Millions of euros wasted and a disastrous customer experience.

Without a well-structured OMS, there can be no consistent customer experience: out-of-stock situations, broken promises, and eroded margins

Let me tell you the story of a ready-to-wear retailer (which I won’t name out of respect) that launched its click-and-collect service with great fanfare. Six months later, the results were disastrous: 32% of orders had availability issues, sales associates spent more time handling complaints than advising customers, and customer satisfaction had plummeted by 28 points.

The problem? Their OMS had been implemented in a rush, without rigorous specifications. Store and e-commerce inventory levels were not synchronized in real time, order orchestration rules were inconsistent, and no one had anticipated seasonal spikes in demand.

The consequences go far beyond customer frustration. According to an IBM study, out-of-stock situations cost retailers about 8% of their annual revenue. Even more serious, 47% of customers who are disappointed by an omnichannel experience turn to the competition and never return.

Your OMS specifications are therefore not just a technical document; they are the backbone of your business strategy. They define how you will deliver on your promises to customers, optimize your logistics costs, and maximize your margins in an environment where every channel must contribute to the overall experience.

The 6 Essential Pillars of Good OMS Specifications

A business-first approach: omnichannel scenarios, conversion goals, logistics SLAs

Technical Architecture and Interoperability: ERP, CRM, e-commerce, marketplace, PIM… everything must integrate with OMS

How Wishibam Turns Specifications into a Lever for Exceptional Performance

A proven methodology for collaboratively developing a customized OMS with retailers

• On-site immersion
  Before drafting any proposals, our teams visit stores and warehouses to observe, measure, and assess. For example: at an appliance store, 12 minutes were lost per “click & collect” order—we integrated product geolocation and reduced preparation time by 37%.
• Cross-functional workshops
  Workshops involving sales, marketing, logistics, IT, finance, and operations—to ensure an OMS that is truly tailored to real-world needs. The pitfall to avoid: letting the IT department or an outside firm develop it on its own. Success comes from collective involvement.
• Rapid prototyping
  Focus on iteration: a field-tested MVP that is refined as the project progresses. We validate, adjust, and keep the teams on board throughout the process.

Tangible results: 28% increase in product availability, 35% decrease in returns, 19% increase in average cart value

• +28% product availability thanks to a unified view of inventory and intelligent orchestration.
• -35% reduction in returns by optimizing order fulfillment and preparation by product type.
• A 19% increase in average cart value thanks to the easy ability to add products across the website and in-store.
• Average ROI: 267% over 3 years, driven by a combination of increased sales, reduced stockouts, and logistics optimization.

These results are not the product of chance, but of a methodical process that begins with a rigorous set of specifications focused on business objectives.

Conclusion: The WHO Specifications—A Strategic Investment

Your OMS requirements specification is not just another technical document. It is the concrete expression of your omnichannel vision and the roadmap that will guide your transformation.

In 2025, the retailers that succeed will be those that have managed to turn their OMS into a sustainable competitive advantage. This begins with an ambitious yet realistic set of specifications, developed in collaboration with all stakeholders, and centered on the customer experience.

At WISHIBAM, we firmly believe that technological sovereignty depends on mastering these strategic tools. Our mission is to support retailers in this process by providing our hands-on expertise and our pragmatic approach to omnichannel retail.

Don't wait for your competitors to gain the upper hand. Invest now in an OMS requirements document that will lay the foundation for your omnichannel success for years to come.

👉 Bonus: Download our ready-to-use OMS requirements specification template

FAQ: Everything You Need to Know About the Specifications for an OMS