E-commerce growth is now the operating environment in supply chains rather than a disruptive force. What began as a channel strategy has evolved into a structural shift that is redefining how supply chains are designed, managed, and optimized. Today, the question for most organizations is no longer whether to pursue omnichannel capabilities, but how to make them profitable at scale.
The latest research from the MIT Omnichannel Supply Chain Lab underscores this transition. Based on a survey of 647 supply chain leaders across industries, the findings reflect the priorities of large, operationally complex organizations: 72% of respondents represent companies with more than 1,500 employees, and most hold senior leadership roles. Nearly 80% report ongoing e-commerce growth, and a similar share are implementing or planning omnichannel distribution strategies—a 10% increase from the previous year.
Together, these trends point to a clear conclusion: omnichannel is no longer optional. But as adoption matures, companies are confronting a new reality that is defined less by growth and more by complexity, cost, and execution.
Read the full article, published in the May/June 2026 issue of Supply Chain Management Review, attached as a PDF. Read the full 2026 State of Omnichannel Supply Chain Report.
