In retail, we all know delivering a seamless omnichannel experience is key to customer satisfaction. That’s partly due to changing consumer sentiment that shows a shift in blame when things go awry. 61% of consumers hold merchants accountable for delivery mishaps, a change from 83% blaming carriers back in 2022.

The mandate to deploy robust omnichannel delivery technology is evident. However, finding the right path to utilizing omnichannel tech isn’t always straightforward for every organization.

More retailers are investing in omnichannel tech to connect their in-store, online, and last-mile delivery, but proper integration is still rare. The challenge is always the same: Should you attempt to build your delivery tech in-house or adopt proven solutions already on the market?

Building in-house is logical. Who understands your business better than your team? Where this quickly becomes a costly and resource-draining commitment is understanding it’s not just a one-time project—it’s a permanent race against constantly evolving customer expectations. Real-time tracking, flexible delivery windows, orchestration between multiple DSPs, and dynamic routing were once cutting-edge. Now they’re standard. And what about features that are only now being used, like consumer-elected insurance for goods at checkout? Novel features might not seem like a fit for you today so you won’t build them into your solution. However, will they be easy to modify in the future?

The problem isn’t just cost; it’s the innovation gap. When an in-house system is developed, market leaders have already moved forward, releasing new features that customers expect as the norm. Brands that insist on building their solutions risk falling behind while sinking millions into ongoing maintenance, compliance, and integration management.

If you’re a merchant asking yourself if a custom-built tech is a true differentiator or a distraction from core business priorities, the problem you’re facing is simple investment math: do you want a short-term or long-term gain? Investing in best-in-class delivery orchestration means you’re constantly evolving with the industry. Like a DIY solution, it’ll provide that immediate ROI, but it also frees your team to focus on growth instead of just keeping up.

We’re in the omnichannel retail world, and as we all know, speed and agility win.