Peak e-commerce season is no longer just a sprint; it’s a stress test. Back-to-school and holiday surges now collide with inflation, global disruptions, and increasingly high consumer expectations. And in this environment, speed without precision isn’t just inefficient – it’s full-on risky.
Many retailers assume agility comes from forecasting or faster fulfillment. But the real advantage lies deeper: clean, consistent data flowing seamlessly across every partner and platform. Success this year won’t go to those with the best plan on paper, but to those who can execute with real-time, accurate information.
This playbook breaks down the core moves that top performers are making under pressure – and why common data frameworks are at the heart of each one.
Play #1: Build for visibility before you need it
You can’t pivot if you can’t see what’s happening. Yet, according to a GS1 US survey, 43% of supply chain leaders say visibility across their supply network remains a challenge. Disconnected systems, siloed partners, and mismatched product identifiers make it harder to react, and more expensive when delays hit.
The move: Standardize product identification from the source. When supply chain partners use the same identifiers (like the Global Trade Item Number (GTIN)), every stakeholder sees the same product, tracked consistently through each handoff. That common language eliminates mismatches and blind spots, making it easier to trace inventory in motion or flag issues early. Whether an item is listed online, scanned at a distribution center, or processed for return, standards like GTINs enable products to be consistently tracked and understood across every system they touch.
Why it works: This level of visibility empowers proactive planning and real-time response. Retailers can locate SKUs quickly, fulfill seamlessly, coordinate returns more efficiently, and share accurate updates with customers – all because the data is aligned from the beginning. That common language is the backbone of interoperability.
Technologies like Radio Frequency Identification (RFID) and 2D barcodes build on this framework by making product data instantly accessible and updateable throughout the supply chain. While both carry more information than traditional UPC barcodes, RFID enables automatic, non-line-of-sight tracking for items as they move through warehouses and stores, while 2D barcodes offer consumers easy access to dynamic data like ingredients, sourcing details, and disposal instructions. Together, they enhance traceability, transparency, and support smooth processes for recycling, recalls, and returns. The result: a more responsive, resilient network.
Play #2: Make your data your advantage
Today’s tech tools are only as good as the data they ingest. Fragmented systems, duplicate records, and inconsistent formats turn AI, automation, and traceability tools from assets into liabilities.
The move: Create a clean, connected data foundation before scaling tech. Standardization isn’t just for interoperability, it’s the engine of performance. RFID and 2D barcodes rely on structured identifiers to track movement, condition, and location in real time. Predictive tools like demand forecasting are used to improve inventory and reduce stockouts but need consistent inputs to generate meaningful insights. And as retailers embrace generative AI and begin more uses for Agentic models, strong, complete data anchored to an unambiguous global identifier becomes even more critical.
Why it works: When data moves seamlessly across systems and partners, it reduces latency, removes guesswork, and sharpens decision-making. Retailers can dynamically adjust pricing, optimize order routing, and unlock the full value of their tech investments, all without creating new complexity. For example, visibility into real-time inventory and cost data empowers retailers to offer competitive discounts or targeted promotions – without compromising supply or margins.
Play #3: Execute fulfillment like it’s a team sport
Fulfillment isn’t just about speed; it’s about moving in sync. During peak periods, precision becomes make-or-break. But when supply chain partners use different formats, systems, or identifiers – errors, miscommunication, and costly delays follow.
The move: Standardize the data that supports handoffs and execution. With a shared framework, every node in the fulfillment process, from supplier to warehouse to last-mile carrier, operates from the same playbook, and handoffs become seamless. Standards like Electronic Product Code Information Services (EPCIS) enable the capture and sharing of event-level data across systems, so each partner knows what’s happening, where, and when.
Why it works: Standards eliminate confusion and improve both speed and reliability. That shared framework reduces time spent troubleshooting errors, reconciling mismatches, or duplicating effort. Retailers also avoid costly missteps like over-ordering safety stock, rerouting shipments unnecessarily, or mislabeling high-value items. With accurate, connected data, fulfillment systems can flex at scale under pressure – and deliver, even during peak-season surges.
Play #4: Respond, don’t overreact
Brands and retailers are no strangers to disruption, but it’s becoming more complex and constant. When market conditions shift, like tariffs, supply constraints, or demand spikes, many retailers either freeze or overcorrect. Some may tie up capital in excess inventory; others make rushed sourcing decisions based on outdated data. The result? Missed opportunities, bloated inventory, and lost revenue.
The move: Equip your systems to deliver real-time, trustworthy insights. Standards-based data allow retailers to see their inventory positions, supplier availability, and shipping timelines with confidence. That clarity means they can shift promotions, swap SKUs, or reallocate stock based on facts, not fear.
Why it works: Speed matters, but so does precision. Without structured, shareable data, decision-making lags, the cost of inaction grows, and even small delays can derail competitive windows. With real-time visibility, retailers can adjust confidently, act in real time, and avoid reactionary decisions that do more harm than good.
Play #5: Treat flexibility as a long-term asset
Too many businesses treat agility as a short-term goal or a plug-in feature. But you can’t bolt on flexibility when peak season hits. Instead, it should be built into your data infrastructure from the start.
The move: Create a foundation that unites your partners, platforms, and planning tools. True flexibility doesn’t come from reacting quickly; it comes from being able to adapt seamlessly. That requires a shared foundation that connects every link in the supply chain. Standards do more than clean up your internal processes – they create a common language across the entire ecosystem, making it easier to scale, shift, and synchronize operations without starting from scratch each time conditions change.
Why it works: A shared data language reduces friction and increases alignment. That’s why companies rely on them to drive consistency across hundreds of vendors and millions of SKUs. Standardization makes it easier to onboard new suppliers, launch new products, and pivot quickly when market conditions demand it. Flexibility stops being reactive and starts being strategic.
Final word: Peak performance comes from consistency
In an era of constant change, agility is the new advantage. But agility isn’t just about reacting fast. It’s about reacting with confidence. And that only happens when data is clear, connected, and standardized from the ground up.
As retailers brace for the next peak season, the smartest strategy isn’t to predict every disruption. It’s to prepare their systems to perform through any disruption.
Because when the pressure’s on, it’s not the plan that wins. It’s the infrastructure that delivers.
