The retail sector is undergoing one of the most profound transformations of the decade. What once operated as two distinct worlds—brick-and-mortar stores and e-commerce platforms—has now fused into a seamless omnichannel retail ecosystem. Today’s consumer expects a unified experience across mobile apps, websites, social platforms, and physical stores. As a result, Omnichannel retail hiring in India is undergoing a dramatic shift as digital and physical commerce merge into a unified ecosystem. With consumers moving seamlessly across apps, websites, social platforms, and stores, retailers now require talent that blends digital fluency, customer-centricity, and operational agility.
This edition of The People Weekly powered by PeopleLogic explores how omnichannel retail growth is reshaping talent priorities and the new skills required to succeed in an integrated commerce environment.
India’s Omnichannel Retail Boom: A High-Growth Digital Transformation
Market Growth and Digital Acceleration
India’s omnichannel retail market is expanding at an unprecedented pace. With a projected CAGR of 14–15%, it is expected to surpass $7.5 billion by 2026, far outpacing traditional single-channel formats. The broader Indian retail market is on track to reach $1.4 trillion, driven by digital adoption, UPI-led cashless commerce, and rising smartphone penetration.
Consumers today browse online, compare via mobile, and purchase in-store—or vice versa—creating a complex, interconnected buying journey that demands strong digital infrastructure and agile talent.
How Consumer Behaviour Is Evolving
Shoppers increasingly expect personalized, seamless, tech-enabled experiences across every touchpoint. They want a journey that moves effortlessly between app, website, social media, and store visit.
This shift, powered by AI-driven personalization and unified commerce technology, has accelerated hiring across digital-first roles.
The retail, e-commerce, and omnichannel expansion led hiring with a 28% increase in 2025, according to recruitment reports. Gig and temporary jobs surged by 25%, especially in roles related to logistics and last-mile delivery, which grew 35-40%. Key functions seeing job growth include digital marketing, data analytics, customer experience management, e-commerce management, and supply chain/logistics.
New Roles & Rising Job Demand in Omnichannel Retail
The omnichannel revolution has created a surge in demand for digitally skilled, analytics-driven, and customer-centric professionals. Key emerging roles include:
Functions Most Impacted by Hiring
Customer Experience & Support: Managing seamless interactions across channels.
Data & Analytics: Leveraging omnichannel data for personalization and predictive insights.
Supply Chain & Logistics: Optimizing last-mile delivery, real-time tracking, and store-based fulfillment.
E-Commerce & Digital Marketing: Driving conversion across digital storefronts integrated with physical retail.
Technology & IT: Enabling AI systems, app/website integration, and backend architecture.
The Omnichannel Evolution: Where Retail Meets Technology
A PwC survey shows that 70%+ of consumers now use more than one channel before making a purchase. This has blurred the conventional boundaries of retail roles:
Store associates engage customers through live chat and social commerce.
Marketers analyze heatmaps and in-store footfall data simultaneously.
Supply chain teams work with AI-powered forecasting to minimize delays.
IT teams collaborate with merchandising and operations more than ever.
In short, omnichannel retail merges skills, mindsets, and experiences into one integrated workforce.
Talent in Transition: The Hybrid Workforce Takes Center Stage
1. Rise of Hybrid Roles
Roles like Omnichannel Manager, Digital Merchandising Specialist, Retail Data Analyst, and Unified Commerce Lead combine digital knowledge with retail operations expertise.
2. Technology-Driven Operations
Retailers increasingly rely on:
Predictive analytics
Cloud-based ERP
Machine learning recommendations
AI-powered CRM and personalization tools
This has surged demand for digitally fluent professionals who can interpret data and translate insights into strategy.
3. Customer-Centric Soft Skills
Despite heavy tech adoption, human connection remains central.
Retail talent must now blend, empathy, communication, problem solving and digital comfort.
Key Hiring Challenges in the Omnichannel Era
1. Digital Talent Shortage
Roles in e-commerce, analytics, UI/UX, and performance marketing are highly competitive, as tech and fintech companies also seek them.
2. Reskilling Traditional Talent
Many store employees lack training in digital POS, app interfaces, or omnichannel customer service tools—creating an urgent need for upskilling.
3. Cultural Divide Between Online & Offline Teams
Differences in pace, priorities, and working style can create friction unless unified under a shared omnichannel culture.
4. Outdated Recruitment Metrics
Sales-only KPIs are no longer adequate.
Hiring now requires assessing:
Data literacy
Comfort with digital tools
Ability to manage cross-channel journeys
Adaptability to new technology
Redefining Recruitment Strategies for Omnichannel Success
1. Build Cross-Functional Hiring Frameworks
Roles increasingly demand collaboration between marketing, IT, supply chain, and store operations.
2. Invest in Continuous Learning
Upskilling employees in analytics, AI, CRM, and ERP reduces hiring dependency and strengthens internal talent pools.
3. Leverage Data-Driven Recruitment
Predictive hiring models help evaluate learning agility, omnichannel adaptability, and cultural synergy.
4. Strengthen Digital Employer Branding
Retailers adopting AI, AR/VR, and sustainability tech attract top-tier omnichannel talent.
5. Partner with Specialized Recruitment Firms
Experts like PeopleLogic help access niche talent pools in digital merchandising, unified commerce, supply chain analytics, and data-driven retail roles.
Emerging Roles Defining the Future of Retail Talent
Customer Experience Designer
Retail Data Scientist
Unified Commerce Manager
AR/VR Experience Specialist
Last-Mile Optimization Lead
These roles highlight the intersection of creativity, data, and technology in modern retail.
Future Outlook: The Workforce of the Connected Commerce Age
As omnichannel strategies continue to evolve, so will the expectations from retail talent. The future workforce will be characterized by:
Flexibility: Employees capable of shifting seamlessly between online and offline environments.
Digital dexterity: Professionals who can leverage AI, analytics, and automation to drive smarter operations.
Sustainability consciousness: Retailers will increasingly seek talent attuned to ethical sourcing, green logistics, and sustainable retailing.
Global collaboration: With the rise of remote work and digital platforms, cross-border teamwork will become the norm.
Conclusion
The evolution of omnichannel retail hiring goes far beyond filling digital or store roles. It represents a deeper shift toward integrated thinking, cross-channel collaboration, and data-driven decision-making.
As AI, unified commerce, and digital operations continue to expand, organisations that invest in talent intelligence — mapping skills, predicting trends, and reskilling proactively — will lead the next retail wave.
In the connected commerce era, hiring for omnichannel retail is ultimately about future-proofing your workforce with agility, digital dexterity, and human insight.
