Omnichannel Order Management System Market Outlook 2032: Innovation Driving the Retail Ecosystem Forward
Market Overview
The global omnichannel order management system (OMS) market has garnered substantial attention in recent years, reflecting the increasing complexity of how modern enterprises manage orders across digital, physical and hybrid sales channels. In 2024, the market size was estimated at USD 4.54 billion, and the market is projected to grow to USD 4.96 billion in 2025, then surge to approximately USD 10.07 billion by 2032 — representing a compound annual growth rate (CAGR) of about 10.27 % over the forecast period. This growth trajectory underscores the importance organisations place on streamlining order capture, visibility, fulfilment, returns management and customer experience across multiple touch-points.
Enterprises today face significant pressure to unify online marketplaces, mobile apps, direct-to-consumer channels, brick-and-mortar storefronts and third-party logistics partners into a seamless order-to-delivery ecosystem. The OMS plays a critical role by providing centralised orchestration of orders, inventory, fulfilment rules and channel-agnostic customer interaction, enabling retailers, wholesalers, manufacturers and third-party service providers to respond to evolving consumer behaviour, rapid fulfilment expectations and supply-chain fragmentation.
Key Market Drivers and Demand Dynamics
Several inter-related drivers underlie the strong demand for omnichannel order management systems:
Growth of e-commerce & omnichannel retail: As more consumers shop across devices and channels (online, mobile, in-store), organisations must support inventory visibility, order routing, click-and-collect, ship-from-store and returns across channels. The complexity of such operations drives demand for OMS platforms that can integrate multiple fulfilment nodes, channels and real-time data feeds.
Need for real-time inventory and order visibility: Customers increasingly expect transparency on order status, fulfilment times, returns and exchanges. Organisations require systems that can provide real-time dashboards, alerting and analytics to manage exceptions, prioritise orders (e.g., same-day fulfilment) and optimise inventory across multiple locations (warehouses, stores, dark-stores).
Fulfilment complexity and last-mile expectations: The pressure to fulfil orders quickly (even same-day or next-day), along with flexible delivery options (home delivery, locker pick-up, store pick-up) is pushing organisations to rethink order management workflows. OMS solutions enable smarter routing, dynamic decision-making (e.g., choosing fulfilment location based on inventory, cost, shipping time) and seamless returns processing.
Digital transformation and cloud adoption: Many enterprises are migrating from legacy order-processing systems to more agile, cloud-based OMS platforms that support modular deployment, integration with ERP/CRM systems, and scalable multi-channel operations. This transition is accelerating as businesses invest in technologies to stay competitive.
Customer-centric strategies and data-driven decision-making: Organisations are increasingly leveraging data from orders, fulfilment, returns and customer interactions to personalise experience, optimise inventory and drive repeat business. OMS platforms now often include analytics modules, machine-learning components and integration with customer-experience systems, thereby enhancing value beyond basic order routing.
At the same time, there are some restraints and challenges in the market: integration complexity (especially with legacy systems and multiple channels), data-quality issues, security and privacy concerns (especially as order data flows across multiple nodes), and cost pressures (licensing, implementation, change management). Enterprises must also contend with changing customer expectations and very dynamic fulfilment networks (for example disruption due to pandemics, logistics bottlenecks).
Trends & Emerging Dynamics
Several trends are shaping how the OMS market is evolving:
Cloud-first and SaaS delivery: The shift to cloud-native OMS deployments is strong. Organisations prefer scalable, subscription-based models with frequent updates and faster time-to-value rather than on-premises heavy customisation.
AI and machine learning in order decisioning: Advanced OMS platforms are using AI to optimise order routing (which fulfilment centre to pick from), estimate delivery times, forecast returns, and prioritise orders in real time.
Micro-fulfilment and decentralised fulfilment networks: With the rise of urban fulfilment hubs, store-based fulfilment and dark-stores, the order management architecture is evolving to support many smaller fulfilment nodes rather than one large warehouse. OMS systems must flexibly orchestrate across this network.
Integration with customer-experience and omnichannel retail ecosystems: OMS is no longer purely back-office, but integrated with front-end systems, mobile apps, loyalty platforms, marketplace channels, and in-store systems for unified experience.
Sustainability and returns optimisation: With returns being a significant cost and environmental challenge, OMS solutions increasingly incorporate modules for returns processing, reverse logistics, and sustainable fulfilment decisions (e.g., choosing fulfilment nodes to minimise carbon footprint).
Adaptive pricing and promotion linked to fulfilment: Some leading retailers are linking fulfilment options (faster delivery, same-day pick-up) to dynamic pricing/promotions. OMS platforms are evolving to support these business rules, coupling marketing, channel strategy and fulfilment.
Emerging markets adoption: While North America and Europe continue to lead, many organisations in Asia-Pacific, Latin America and MEA are increasing investment in omnichannel order infrastructure, driven by rapid e-commerce growth, mobile penetration and retail expansion.
Market Segmentation
In order to understand the market in depth, we can look at segmentation by component, deployment mode, organisation size, application (vertical) and geography.
By component: Typically the market is segmented into software (the OMS platforms themselves) and services (implementation, consulting, integration, support). The software segment often commands the larger share as organisations acquire the core capability and then invest services for customisation.
By deployment mode: On-premises vs cloud (or hybrid). The trend is strongly shifting toward cloud/hybrid deployments due to agility, scalability and lower upfront investments. However, some large enterprises with complex legacy systems may still maintain on-premises or hybrid architectures.
By organisation size: Large enterprises vs small and medium enterprises (SMEs). Large enterprises typically have higher budgets, multi-channel operations and complex fulfilment networks, hence historically dominate the adoption of robust OMS platforms. But SMEs are increasingly adopting more modular, cloud-based OMS solutions, thus growing segment.
By application/vertical: Key application verticals include retail & e-commerce, manufacturing, healthcare, BFSI (banking, financial services and insurance) and others (logistics, transportation, consumer goods). Within retail & e-commerce, the need for omnichannel order management is most acute given the high volume of orders, returns, multiple fulfilment channels and evolving customer expectations.
By region: Geographically, the market is often analysed across North America, Europe, Asia Pacific, Latin America, Middle East & Africa (MEA). Each region has its own growth dynamics, digital adoption rates, retail infrastructure maturity and logistical challenges which influence OMS demand.
Future Outlook
Looking ahead, the global OMS market is poised for strong growth over the forecast period driven by continuous digital transformation, evolving customer behaviour and fulfilment innovation. From the 2024 base of USD 4.54 billion, growing to USD 10.07 billion by 2032 implies the market will more than double in size. This growth is underpinned by the continued proliferation of online and hybrid channels, rising expectations for rapid fulfilment (including same-day, ship-from-store), flexible returns, and omnichannel transparency.
In the coming years we expect the following to further shape the market:
Greater penetration of SMEs & emerging markets: As cloud-based OMS solutions become more accessible and cost-effective, more mid-sized companies and organisations in emerging geographies will deploy these systems, expanding market reach.
Increased convergence of OMS with broader supply-chain and CX platforms: OMS will increasingly integrate with ERP, warehouse-management systems, transport-management systems, CRM and customer-experience platforms, offering a unified orchestration across order-to-cash, returns and reverse logistics.
Modular, API-first platforms and microservices architecture: To support faster innovation, OMS vendors will offer modular platforms that allow plug-in of new capabilities (AI modules, micro-fulfilment logic, marketplace integration), enabling brands to customise rapidly.
Fulfilment innovation – same-hour, dark-store, click-&-collect growth: OMS must adapt to new fulfilment models (for example micro-fulfilment centres, dark-stores) and support real-time decision-making on where to ship from, how to pick, how to route delivery, and how to process returns.
Focus on sustainability, reverse logistics and circular economy: As environmental concerns grow, organisations will look for OMS capabilities that optimise fulfilment to reduce carbon footprint (for example by routing to the nearest fulfilment node), manage returns efficiently, reduce waste and support reuse/refurbishment.
Evolving marketplace and social-commerce channels: With the growing influence of marketplaces, social commerce and third-party fulfilment networks, OMS solutions must support integrations with external channels, manage multi-party fulfilment, and provide unified order visibility across partners.
Real-time analytics, predictive fulfilment and automated decisioning: The next wave in OMS will leverage AI/ML to forecast demand, dynamically allocate inventory, prioritise profitable orders, identify fulfilment exceptions proactively and optimise the order lifecycle with minimal human intervention.
Overall, the future outlook is highly positive: as omnichannel expectations become the norm, organisations that lack robust OMS capabilities will face competitive disadvantage. The doubling of market size by 2032 reflects the urgency and scale of investment required across the industry.
Key Players in the Market
The competitive landscape of the OMS market features both established enterprise software companies and specialised OMS players. Some of the major key players include:
IBM Corporation – with broad enterprise offerings and strong order-management capabilities.
Oracle Corporation – offering integrated suite including OMS functions in its Cloud Commerce and ERP platforms.
SAP SE – providing end-to-end supply-chain and order-management solutions.
Manhattan Associates – a specialist in fulfilment and order-management software for retail, logistics and e-commerce.
Salesforce, Inc. – expanding via commerce cloud, order-management modules and integrations into front-end CX for omnichannel fulfilment.
Kibo Commerce – focused on integrated commerce and OMS for mid-to-large retailers.
Infor – offering supply-chain suites with order-management capabilities targeting manufacturing and distribution.
Softeon – a niche player specialising in fulfilment and OMS solutions for complex supply-chains.
Radial, Inc. – an e-commerce fulfilment provider with integrated OMS capabilities.
Numerous other smaller players and start-ups are also innovating, especially in cloud-native micro-fulfilment, AI order-routing and marketplace integrations.
These players’ strategies typically involve product enhancements (AI/ML modules, micro-services), geographic expansion, partnerships with fulfilment/logistics providers, and acquisitions of complementary technologies. For instance, many are extending their OMS platforms to support real-time inventory, returns automation, and marketplace-channel integrations.
Given the growth potential, competition is expected to intensify, with vendors differentiating via speed of deployment, vertical industry expertise (e.g., retail vs healthcare), flexibility of deployment (cloud vs hybrid), and ecosystem partnerships (logistics, marketplaces, last-mile delivery providers).
Recent Developments
While specific new launches vary by vendor, the following themes mark recent activity in the OMS market:
Acquisition of niche fulfilment/OMS firms by larger software players to bolster their omnichannel fulfilment capabilities and expand their global reach.
Release of new cloud-native OMS modules supporting real-time fulfilment decisioning, returns management, micro-fulfilment centre orchestration and plug-and-play integrations with marketplaces and third-party logistics providers.
Partnerships between OMS vendors and logistics/last-mile delivery firms to provide end-to-end managed fulfilment services, enabling retailers to outsource complex order-to-door workflows while still controlling orchestration.
Greater focus on analytics and AI: Several vendors now embed predictive algorithms to forecast demand, prioritise fulfilment location, route orders dynamically, and flag returns risk.
Expansion of OMS into vertical industries beyond traditional retail: manufacturing, healthcare, food & beverage, and BFSI are increasingly adopting omnichannel order-management solutions as they evolve their service-models and fulfilment expectations.
Response to disruptions: The global pandemic, supply-chain constraints, logistics disruptions and rising customer expectations have accelerated deployments of advanced OMS platforms as organisations aim to build resilience, improve agility and enhance visibility across multichannel fulfilment networks.
These developments reflect how OMS platforms are evolving from basic order-routing systems to strategic enablers of omnichannel fulfilment, integration, analytics and customer experience.
Regional Analysis
A regional breakdown provides insight into where growth is strongest and what dynamics are at play in various geographies:
North America: Historically the largest market for OMS systems, driven by early adoption of omnichannel retail, high digital penetration, mature logistics infrastructure and large multi-channel retailers. Organisations here lead investments in best-in-class OMS platforms and advanced fulfilment models (e.g., ship-from-store, same-day). The competitive vendor ecosystem is strong, and the regulatory environment around data and customer experience is supportive of advanced deployments.
Europe: A mature market also characterised by strong retail infrastructure, high customer expectations for multichannel experience, robust e-commerce growth, and sustainability/returns pressures. OMS vendors targeting Europe must tailor for regional fulfilment networks, cross-border fulfilment (EU), and value-added services like returns optimisation and green logistics.
Asia Pacific (APAC): This region represents one of the fastest-growing markets for OMS. Rapid urbanisation, increasing internet and smartphone penetration, expansion of e-commerce in countries such as China, India, Southeast Asia, and a rising middle class are major drivers. Retailers and brands are investing heavily to support localised fulfilment models (for example, micro-fulfilment hubs, store-fulfilment in dense cities). The need for cost-effective, scalable cloud OMS solutions is high, and many new entrants in retail and e-commerce are driving adoption.
Latin America: Growth is being driven by increasing digital retail adoption, mobile commerce, and the need to streamline fulfilment across challenging logistics networks. While less mature than North America and Europe, the region’s potential is notable and vendors are beginning to localise offerings and partnerships to tap into the growth.
Middle East & Africa (MEA): This region is growing from a smaller base but exhibits increasing investments in omnichannel retail, logistics infrastructure (e.g., fulfilment centres, last-mile delivery networks) and digital commerce. The demand for OMS is rising as retailers in MEA shift to hybrid and online/offline sales models, and as cross-border e-commerce expands.
In sum, while adoption rates and spend levels vary significantly across regions, the global nature of retail and fulfilment operations means that leading vendors and global enterprises are increasingly deploying OMS across multi-region environments, requiring localisation, language support, compliance with local regulations and flexible architectures.
Market Outlook & Strategic Implications
As the omnichannel order management system market evolves, there are several strategic implications for stakeholders such as vendors, retailers, service providers and investors:
For vendors, the imperative is to offer flexible, scalable, cloud-native platforms with strong fulfilment decisioning, real-time visibility, returns management and integration capabilities (ERP, CRM, logistics). Differentiation will come via vertical specialisation (e.g., retail, manufacturing, healthcare), micro-services architecture, and ecosystem partnerships (fulfilment/logistics, last-mile, marketplaces).
For retailers/manufacturers, the strategic focus should be on investing in OMS as a core enabler of omnichannel growth — not just a back-office system. Key success factors include inventory visibility across channels, agile fulfilment networks (micro-fulfilment, store-fulfilment), flexible returns management, and leveraging data/analytics for improved customer experience. In the face of rising customer expectations and cost pressures (transport, returns), OMS becomes a competitive differentiator.
For service providers/integrators, the opportunity lies in deploying OMS in combination with analytics, fulfilment optimisation, automation (robotics in warehouses, micro-fulfilment), and supporting change management as organisations shift from legacy order-processing to agile omnichannel fulfilment.
From an investment perspective, the doubling of market size by 2032 signals strong growth potential. Investors should look at vendors with strong cloud/AI capabilities, partnerships in fulfilment/logistics, global footprint and industry vertical breadth. Moreover, with emerging markets adoption accelerating, companies with global reach or ability to localise will have an advantage.
Key risks to monitor: macro-economic slowdowns (which can delay retail/distribution investment), supply-chain disruptions, integration challenges (especially for legacy systems), and shifting regulatory landscapes (data privacy, cross-border fulfilment). Organisations that neglect OMS investment risk falling behind competitors in fulfilment speed, cost efficiency and customer experience.
Conclusion
In conclusion, the omnichannel order management system market is entering a phase of accelerated growth, driven by fundamental shifts in how consumers shop, how retailers fulfil orders and how supply-chains operate. With the market size expected to grow from USD 4.54 billion in 2024 to around USD 10.07 billion by 2032 at a CAGR of ~10.27 %, investment in OMS platforms is becoming essential rather than optional. Vendors, retailers, service providers and investors alike must align to this trajectory: vendors must innovate, retailers must transform fulfilment operations, and service providers must deliver end-to-end implementation and optimisation. Regionally, while North America and Europe remain mature, Asia-Pacific and emerging markets represent high-growth frontiers. The strategic interplay of fulfilment agility, customer experience, analytics-driven decision-making, and sustainable operations will define the winners in this market. As omnichannel becomes the norm, the OMS will be the backbone and enabler of the next generation of retail, distribution and fulfilment operations.
