The influence of phonons on the formation of the excitonic insulator has hardly been analyzed so far. Recent experiments on Ta2NiSe5, 1T -TiSe2, and TmSe0.45Te0.55, being candidates for realizing the excitonic-insulator state, suggest, however, that the underlying lattice plays a significant role. Employing the Kadanoff-Baym approach we address this issue theoretically. We show that owing to the electron-phonon coupling a static lattice distortion may arise at the excitonic instability. Most importantly such a distortion will destroy the acoustic phase mode being present if the electron-hole pairing and condensation is exclusively driven by the Coulomb interaction. The absence of offdiagonal long-range order, when lattice degrees of freedom are involved, challenges that excitons in these materials form a superfluid condensate of Bose particles or Cooper pairs composed of electrons and holes.