THE OMNICHANNEL INDEX 2026 by IMPACT Commerce and Google

Europe’s biggest and most comprehensive omnichannel analysis, brought to you by IMPACT Commerce and Google. Sign up to be first in line for all the insights.

Europe’s leading omnichannel benchmark
– now in its 5th edition

We’re proud to launch the fifth edition of the Omnichannel Index, developed in close collaboration with Google.

What started as an ambitious benchmarking initiative has grown into Europe’s leading omnichannel analysis – and in 2026, it’s sharper and more relevant than ever.

It provides a clear, comparable view of how brands and retailers perform across the entire customer journey, identifying leaders, performance gaps and the biggest strategic opportunities.

Scope
6

markets

+370

brands & retailers

11

industries

9

disciplines

5

phases of the customer journey

74

omnichannel touchpoints

Together, this amounts to more than 27,000 structured data points, analysed and transformed into a strategic benchmark that brings clarity to omnichannel performance.

The Omnichannel Index is built for leaders who need clear direction in a complex commerce landscape. It shows where performance drives competitive advantage, where gaps hold organisations back, and where to focus next.

See if you're brand is part of the Omnichannel Index 2026
A

A.S.Adventure – BE

Acne Studios – SE

Action – NL

Adidas – NL

Åhléns – SE

Akademibokhandeln – SE

Alko Oy – FI

Anton Sport – NO

Apotek Hjärtat – SE

Apotek1 – NO

Apoteket – SE

April Planet Parfum – BE

Ark Bokhandel – NO

arkenzoo.se – SE

Arket – SE

Asko – FI

B-Young – NO

B

BabySam – DK

Bademiljø – NO

Bahne – DK

Bang & Olufsen – DK

Barnas Hus – NO

BAUHAUS – DK

Beijer – SE

Bellerose – BE

Bergans of Norway – NO

Bershka – NL

Beter Bed – NL

Bever – NL

Bilka – DK

Biltema – SE

Bilxtra – NO

Bjørklund Norge – NO

Björn Borg – SE

BoConcept – DK

Bog & Idé – DK

Bohus – NO

Bolia – DK

Bolia – NO

Bolist – SE

Boots Pharmacy Norway – NO

BR – DK

Brico – BE

Brothers – SE

Budget Sport – FI

Byggern – NO

Byggmakker – NO

Byggmax – SE

Bygma – DK

C

C&A – BE

C&A – NL

Carlings – NO

Cervera – SE

Change – SE

Chaussea – BE

Christiania Belysning – NO

Citymarket – FI

Clas Ohlson – FI

Clas Ohlson – NO

Clas Ohlson – SE

Comfort – NO

Coolblue – BE

Coolblue – NL

COS – SE

Courir – BE

Cubus – NO

Cubus – SE

D

DA Drogist – NL

Davidsen DK – DK

De Bijenkorf – NL

Decades – NO

Decathlon – BE

Decathlon – NL

Deichmann – DK

Din Tøjmand – DK

DinSko – SE

Douglas – NL

DOZ Apotek – SE

Dreambaby – BE

DreamLand – BE

DreamLand – NL

Dressmann – NO

E

ECCO – DK

ECCO – NL

Electro World – NL

Elektroimportøren – NO

Elgiganten – DK

Elgiganten – SE

Elkjøp – NO

Elon – SE

Eplehuset – NO

Etos – NL

Eurokangas Oy – FI

Europris – NO

Eurosko – NO

F

Fagmøbler – NO

Fargerike – NO

Felleskjøpet – NO

Floyd – NO

Flügger – DK

Flying Tiger Copenhagen – DK

Fnac – BE

Foot Locker – BE

Foot Locker – NL

Føtex – DK

Fri Bikeshop – DK

G

G-Star RAW – NL

GAMMA – BE

GAMMA – NL

Ganni – DK

GANT – NL

GANT – SE

Garant – DK

Georg Jensen – DK

Gigantti – FI

Gina Tricot – SE

Granngården – SE

Gudrun Sjöden – SE

Gullfunn – NO

H

H&M – BE

H&M – DK

H&M – FI

H&M – NL

H&M – NO

H&M – SE

Hageland – NO

Haglöfs – SE

Halonen – FI

Harald Nyborg – DK

Helly Hansen – NO

Helsam – DK

HEMA – BE

HEMA – NL

Hemtex – SE

Hifi Klubben – DK

Hornbach – NL

Hubo Belgium – BE

Hugo Boss – BE

Humac – DK

Hummel – DK

Hunkemöller – DK

Hunkemöller – NL

I

Ici Paris XL – BE

Ici Paris XL – NL

Iittala – FI

IKEA  – NL

IKEA – BE

IKEA – DK

IKEA – FI

IKEA – NO

IKEA – SE

Illums Bolighus – DK

ILVA – DK

Imerco – DK

Indiska Magasinet AB – SE

INNO – BE

Intersport – FI

Intersport – NO

Intertoys – NL

 

J

J.Lindeberg – SE

Jack & Jones – DK

Jack & Jones – NL

Japan Photo – NO

JBC – BE

JD Sports – NL

Jem & Fix – DK

Jernia – NO

Jula – SE

Jumbo – NL

Juttu – BE

JYSK – DK

JYSK – NL

K

K-Rauta – FI

K-Rauta – SE

Kappahl – SE

Karwei – NL

Kekäle – FI

KICKS – SE

Kid Interiør – NO

Kids Coolshop – DK

King Jouet – BE

Kitch’n – NO

Kjell & Company – SE

Kop & kande – DK

Krëfel – BE

Kronansapotek – SE

Kruidvat – BE

Kruidvat – NL

Kultajousi – FI

Kwantum – NL

L

Laatukoru – FI

Lager157 – SE

Lagerhaus – SE

Lakrids by Bülow – DK

Leen Bakker – NL

Legekæden – DK

Lego – DK

Lekia – SE

Les Deux – DK

Lexington – SE

Lindex – DK

Lindex – FI

Lindex – SE

Lucardi – NL

Luhta – FI

Lyko – SE

M

Magasin – DK

Maison du Monde – BE

Mango – BE

Mango – NL

Marimekko – FI

Masku – FI

Matas – DK

Match – NO

Maxbo – NO

Maxi zoo – DK

MediaMarkt – BE

MediaMarkt – NL

Megaflis – NO

MekoNomen – SE

Mester Grønn – NO

MIO – SE

Møbelringen – NO

Montana – DK

Monter – NO

Motonet – FI

Mulberry – DK

Multipharma – BE

Musti & Mirri – FI

N

NAME IT – DK

NAME IT – NL

Nanso – FI

Naturkompaniet – SE

Nelson Schoenen – NL

NetOnNet – SE

New Balance – NL

Neye – DK

Nike – NL

Nille – NO

Norli – NO

Normal – DK

Norrøna – NO

Nudie Jeans AB – SE

O

Obs BYGG – NO

Omoda – NL

Only – DK

Only – NL

ÖoB – SE

Oscar Jacobson – SE

P

Pandora – BE

Pandora – DK

Pandora – NL

Panduro – SE

Partioaitta – FI

Peak Performance – SE

Pets Place – NL

Pieces – DK

Pilgrim – DK

Plantagen – SE

Plantorama – DK

Polarn O. Pyret – SE

Power – DK

Power – FI

Power – NO

Power – SE

Praxis – NL

Primark – NL

Princess – NO

Prisma – FI

Puma – NL

Puuilo – FI

R

Rains – DK

Reima – FI

Rituals – DK

Rituals – NL

Rituals – SE

Royal Copenhagen – DK

Runnersworld – NL

Rusta – SE

S

Salling – DK

Samsøe & Samsøe – DK

Scapino – NL

Scorett – SE

Selected – DK

Sephora – DK

Shoeby – NL

Silvan – DK

Skeidar – NO

Sketchers – DK

Skoringen – DK

Skoringen – NO

Skousen – DK

Sofacompany – DK

Sokos – FI

Sokos Emotion – FI

Søstrene Grene – DK

Sotka – FI

SOVA AB – SE

Spar Kjøp – NO

Spejdersport – DK

Sport 1 – NO

Sport Outlet – NO

Sport24 – DK

Sports Direct – BE

Stadium – SE

Standaard Boekhandel – BE

Stark – DK

Stark – FI

Steen&Strøm – NO

Stockmann – FI

Stormberg – NO

Suomalainen Kirjakauppa – FI

Swarovski – NL

Swedol – SE

Swiss Sense – NL

Systembolaget AB – SE

T

T. Hansen – DK

T. Hansen – NO

Team Sportia – SE

terStal – NL

The Sting – NL

Tiger of Sweden – SE

Tilbords – NO

Timanttiset – FI

Tøjeksperten – DK

Tokmanni – FI

Tom&Co – BE

Tommy Hilfiger – NL

Torfs – BE

Trademax – SE

Trekpleister – NL

U

Uniqlo – NL

Ur & Penn – SE

Urban – NO

V

Vagabond International Aktiebolag – SE

Vanden Borre – BE

vanHaren – BE

vanHaren – NL

Veikon Kone – FI

Vepsäläinen – FI

Veritas – BE

Verkkokauppa – FI

Verkkokauppa.com – FI

VERO MODA – DK

VERO MODA – SE

VIC – NO

Vila – DK

Vinmonopolet – NO

Vipp – DK

Vita – NO

Vitus Pharmacy – NO

Volt – NO

W

Wagner – DK

WE Fashion – NL

Webhallen – SE

Welkoop – NL

X

xeNos – NL

XL – Bygg – SE

XL-byg – DK

XL-Bygg – NO

XXL Sport – FI

XXL Sport – NO

XXL Sport – SE

Y

Yeppo&Soonsoo – FI

Yliopiston Apteekki – FI

Z

Zara – BE

Zara – NL

ZEB – BE

Zeeman – NL

Ziengs – NL

Zizzi – DK

Zoo.se – SE

+

& Other Stories – SE

Be among the first to receive the Omnichannel Index 2026

We’re currently finalising the analysis and preparing the insights for release. Sign up for early access and be among the first to receive:

· The full benchmark report
· Top-performing brands and rankings
· Key trends and strategic opportunity areas

 

The Omnichannel Index 2026 in detail

The Omnichannel Index 2026 is the fifth edition of Europe’s leading omnichannel benchmark.

It’s based on a tested framework developed in close collaboration with Google and analyses more than 370 brands and multibrand retailers across six markets and 74 carefully selected touchpoints.

Why? To shed light on top-performers, key learnings and strategic opportunities in omnichannel commerce. 

What’s new in this year’s index?

The 2026 edition reflects changes in customer behaviour and market maturity. Key updates include:

#1
AI introduced as a dedicated discipline

AI now shapes discovery, evaluation and service across the customer journey.
This year, we measure how effectively brands integrate AI into real customer-facing experiences.

#2
Updated touchpoint framework

Selected touchpoints from previous editions have been consolidated or removed. New, more relevant touchpoints have been added to reflect current market realities.

#3
Sharpened industry scope

Two industries have been removed to sharpen focus on sectors with comparable customer journeys and higher omnichannel impact.

AI in the Omnichannel Index 2026

AI has become a core layer of the customer journey, influencing how customers discover, evaluate and interact with brands.

To reflect this shift, the Omnichannel Index 2026 introduces AI as a dedicated discipline, designed to assess how well brands are prepared for AI-mediated commerce.

What we assess

The AI discipline focuses on observable, customer-facing capabilities, including:

  • AI visibility and content accessibility for LLMs and AI agents
  • Natural language understanding in search and support
  • Visual and multimodal search capabilities
  • AI-powered service and conversational support
  • Guided selling and AI-assisted product discovery

It’s closely aligned with IMPACT Commerce’s work within AI Visibility and Agentic Commerce, helping organisations move from assessment to implementation.

Want to understand how ready your commerce stack is for an AI-led buying journey?

5 phases, 74 touchpoints

In today’s retail landscape, customers expect a seamless journey whenever they interact with a brand. That’s why we’ve evaluated 74 carefully selected touchpoints across 5 phases of the customer journey, ensuring a holistic and structured assessment of omnichannel performance.

6 markets

The Omnichannel Index 2026 covers six European markets, including The Netherlands, Belgium and Finland. This enables both regional comparison and local market insight.

11 industries

The index benchmarks performance across 11 industries, which ensures both cross-industry comparison and category-specific insight.

Fashion
House & garden
Electronics
Jewelry & watches
Beauty & pharma
Pets, gifts & hobby
Footwear
Department stores
Sport & leisure
Furniture & home interior
Kids

9 Disciplines

To make the insights more actionable and easier to anchor within organisations, the Omnichannel Index 2026 is structured around nine disciplines.

This structure enables comparison against best practices within specific functional areas and supports internal ownership of improvement initiatives.

Nuancing the data in this way adds depth to the benchmark by highlighting where organisations may be underperforming – and empowering leaders to identify where, how and what action to take based on the findings.

+27,000 data points

All of the above amounts to more than 27,000 data points, which we’ve assessed against predefined criteria essential for delivering a best-in-class omnichannel experience.

We’ve gathered all these data points by employing a comprehensive methodology that includes:

#1
Mystery shopping

Assessing businesses in-store service from a customer perspective.  

#2
Digital performance analysis

A deep dive into businesses social media and website effectiveness.   

#3
Desk research

An all-encompassing review from multiple omnichannel perspectives.  

THE OMNICHANNEL DATA & REPORT IS SUPPORTED By: