For omnichannel retailers, identity verification has become a high-stakes balancing act. Fraud losses continue to rise, customer expectations for fast, seamless journeys remain high, and regulatory scrutiny is increasing. The challenge in 2026 is to verify identity, but how to do it at scale without undermining conversion or loyalty…
Scaling verification across channels
Omnichannel environments introduce complexity that pure-play e-commerce does not. Customers move fluidly between online, mobile and in-store interactions, often using the same account. Best practice in 2026 treats identity as channel-agnostic, with a single view of the customer underpinning all verification decisions.
This means consolidating identity data from account creation, logins, payments and returns into a unified risk profile. Retailers that continue to operate siloed verification tools across channels risk inconsistent decisions, higher false positives and unnecessary friction.
Risk-based verification, not blanket checks
High-performing retailers are moving away from static, one-size-fits-all verification. Instead, they deploy risk-based identity workflows that adapt in real time based on behaviour, transaction value and historical trust.
Low-risk interactions may pass without challenge, while high-risk moments, such as account changes, high-value purchases or click-and-collect abuse, trigger step-up verification. This approach reduces cost by limiting expensive checks and protects the customer experience where it matters most.
Automation with intelligent oversight
At scale, manual review quickly becomes unsustainable. In 2026, automation is essential, but blind automation is risky. Leading fraud teams are combining automated decisioning with exception-based human review, focusing analyst time where it adds most value.
Machine learning models are increasingly trained on omnichannel signals, improving accuracy over time. Crucially, teams are investing in clear escalation paths and auditability to ensure decisions can be explained to regulators, customers and internal stakeholders.
Managing peak demand without compromise
Peak trading periods remain a stress test for identity systems. Retailers that perform best plan capacity in advance, stress-test workflows and work closely with verification providers to ensure resilience under load.
Cost control is also critical. Best practice includes pre-negotiated pricing tiers, dynamic routing to lower-cost verification methods, and continuous review of vendor performance against fraud outcomes and customer impact.
Trust as a competitive advantage
Ultimately, identity verification is no longer just a fraud control. In 2026, it is a trust signal. Omnichannel retailers that get it right reduce fraud losses, protect margins and build long-term customer confidence, all while keeping the checkout and account experience fast and intuitive.
The winners will be those that treat identity verification as a strategic capability, not a necessary inconvenience.
Are you searching for Digital Identity Verification solutions for your organisation? The Fraud Prevention Summit can help!
Photo by Sajad Baharvandi on Unsplash
