Press Release: Brands Risk Falling Behind as New Report Finds Legacy Organization Structures Block Omnichannel Growth

Brands Risk Falling Behind as New Report Finds Legacy Organization Structures Block Omnichannel Growth

New research from the Digital Shelf Institute reveals how outdated silos hold companies back and outlines organization models to drive agility and growth.

BOSTON – September 17, 2025 – The Digital Shelf Institute (DSI), a community of manufacturing, retail and digital leaders building strategies to win on the digital shelf, today announced the release of a new research whitepaper: Reinventing the Organization for Omnichannel Success: Beyond “Where Ecommerce Sits.”
The study finds that the biggest barrier to growth for many brands is not technology or consumer demand. It is outdated structures that keep digital, sales and marketing operating in silos. And with 68 percent of Walmart’s growth now coming from digital channels, companies that stay stuck in legacy models will quickly lose ground to faster-moving rivals.

“Asking ‘where ecommerce should sit’ is yesterday’s question,” said Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute and author of the report. “The real challenge is redesigning the entire business to profitably meet omnichannel consumers. This research provides leaders with a roadmap for making that shift.”

Key insights from the report:

• Omnichannel is systemic, not siloed. Reinvention must span people, process and culture, not just adding ecommerce headcount.
  
• Shared goals are critical. One P&L and joint leadership reduce duplication and confusion.
  
• Future models are emerging. From agile pods to AI-enabled teams, brands are testing new ways to adapt. There is no one-size-fits-all model, but common principles can guide every organization.
  
• AI is accelerating change. As AI agents influence product discovery, brands must embed digital thinking across the business and make both internal and external shifts to adapt. 
  
• Change is nonstop. According to research from Salsify, Amazon changed requirements 244 times in 2024, so brands need built-in agility. 

Based on 33 interviews with omnichannel leaders and a survey of more than 90 executives from top CPG brands, the research outlines 11 mindset shifts and practical actions companies can take, from breaking down silos to embedding continuous education across every function.

“We used to divide and conquer when it came to sales and marketing. Sales was focused on the shopper in [the] store and marketing on the consumer at home,” said Eric Tarnowski, Former Senior Vice President of Connected Commerce, Kenvue. “They were separate universes with separate teams, but that separation no longer exists.“

“There’s no single organizational structure that guarantees successful growth of omnichannel sales,” added Jamie Dooley, VP, Global Strategic Advisory, Profitero+. “The brands that are winning online have first clearly defined and shared the digital goals and jobs to be done across the entire organization, and then revised their org design to support omnichannel execution.”

“The consumer has already gone omnichannel. The only question is whether brands will reorganize fast enough to keep up,” said Livak-Gilbert. “This research shows that growth now depends less on adding technology and more on rethinking how teams work together to serve the customer as one company.”

About The Digital Shelf Institute

The Digital Shelf Institute (DSI) is a commerce community that brings together brand manufacturers, retailers, and digital experts. We’re dedicated to developing and sharing the best digital shelf practices and strategies to thrive in this new era of commerce.

Visit the Digital Shelf Institute for more information.