8 Trends Accelerating the Future of E-Commerce in 2026

Despite the fast rise of generative AI technology — particularly large language models (LLMs) through tools like ChatGPT — many organizations are still wondering which use cases provide the most value, whether customers will engage with it on search engines and what they need to change to avoid getting left behind.

In 2026, many e-commerce websites will continue rolling out generative or conversational search tools. Approximately 27 percent of consumers overall are excited about generative AI's ability to improve real-time deal comparison and overall search results, according to a global consumer survey.

Almost half (43 percent) of consumers that have used a generative AI tool expect that brands will employ the technology to improve their customer experience. Organizations that experiment with the generative style in 2025 will create a competitive advantage.

Retail media has reached $30 billion in revenue faster than both search and social, according to Luma Partners, and continues to fill a market need for consumer packaged goods and branded manufacturers. Reuters projects that by 2028, revenue from retail media networks will account for 15.4 percent of all advertising revenue, eclipsing television as an advertising platform.

That said, targeted advertising is still perceived as annoying by consumers while their expectation for customized e-commerce advertising only increases. As an example, media network advertising that targets loyalty program segments is often only differentiated based on recent spend and/or points accumulation — a "spray and pray" approach. Media networks that further segment their promotional offers within their loyalty programs receive higher engagement and return business.

With cost-of-living increases and sustainable purchasing habits on the rise, secondhand marketplaces, rental platforms and resale are accelerating more than ever before. Over four in 10 (44 percent) UK consumers buy more secondhand items than they did a year ago, while a further 57 percent say their re-commerce behaviour has remained consistent.

While third-party C2C marketplaces like ThredUp, Vinted, eBay and even Facebook Marketplace have dominated the secondhand market, new B2C and even B2B marketplaces are on the rise. From Walmart's B2B liquidation auctions to Lululemon's "Like New" resale website, retailers need to experiment with the right price points, logistics and value chains to make these platforms profitable.

Consumers care more about sustainability, yet the high cost of living will complicate their eco-friendly intent vs. action. The trend of "deinfluencing" — influencers discouraging overconsumption and recommending which products to avoid — has prompted a renewed interest in high-quality products.

The number one corporate sustainability practice that's important to consumers is the creation of long-lasting and durable products, trumping waste reduction, decreasing greenhouse gas emissions and many other common environmental initiatives.

While fast and reliable shipping will still be important for many, digital advertising focused on quality over quantity can help customers connect with the right product, rather than an endless deluge of new ones.

As the e-commerce experience becomes more personalized and seamless, organizations will accelerate the adoption of frictionless payment options. From PayPal Credit to Afterpay to Apple's Pay Later, half of millennial and Gen X consumers have used some form of short-term financing in the last three years.

The rise of BNPL (Buy Now, Pay Later) has also pushed the concept of "invisible payments" — transactions that occur without any visible interaction between the customer and the payment system.

However, organizations need to tread carefully: BNPL users are also more likely to experience financial stress. Sellers must expand these payment options for repeat BNPL users who prefer splitting purchases over four payments, without encouraging naive shoppers to take on debt they will be unable to pay back.

As AI technology advances, it will increasingly make it easier for companies to personalize products, content and promotions to each and every customer. This kind of deeply tailored personalization makes customers feel like individuals with unique wants, needs and tastes — not a persona.

Over two-thirds (67 percent) of consumers want personalized interactions while shopping, while 71 percent want customized recommendations when travelling and dining out. And 27 percent of those who have used generative AI tools are excited about its ability to generate personalized product recommendations.

While consumers are concerned about the negative impact of AI, from job loss (42 percent) to misinformation (53 percent), the potential for increased conversion rates, basket sizes and consumer engagement through AI will outweigh the risks — as long as retailers have the right digital expertise and quality assurance practices in place.

Authenticity continues to be paramount for online shoppers, particularly among younger generations. As brands saturate social media through sponsored advertising and influencer partnerships, many consumers are seeking out "unsponsored" product reviews and word-of-mouth recommendations from passionate customers.

Thirty percent of global consumers recommend their favourite brands to friends and family as one of the top ways they show loyalty. At the same time, nearly half of consumers make purchase decisions using online search (45 percent) and product reviews (41 percent).

As social media becomes oversaturated with sponsored content and paid influencers, retailers that seamlessly integrate user-generated content into e-commerce channels — from written to video product reviews — will be the top shopping destination for younger consumers.

Global conflict and an increase in extreme weather events due to climate change present a drastic need for retailers to modernize their supply chains, implementing digital twins, demand forecasting, preventive maintenance measures and supplier tracing.

Not only will these resilient supply chains reduce profit loss from unexpected events, they will also provide a reliable baseline for carbon emissions measurement across the value chain. Half of global consumers say they trust companies that reveal their sourcing and production methods, according to a global consumer survey.

In order to present accurate measurements and progress to stakeholders, and even integrate this information into the e-commerce experience, companies need to start with supply chain digitization.