Preparing for 2026: Five shifts redefining how we buy and sell

With the new year now well underway, the transformation of the global commerce landscape shows no signs of slowing down. As a result, many of the established playbooks of the last decade are being challenged by advances in artificial intelligence, shifting trade dynamics, and a reassessment of what consumers increasingly value.

For marketers, navigating this transition requires a clearer understanding of the forces reshaping how products are discovered, evaluated, and purchased. So to help, we have carried out an extensive review of 2026 trend forecast reports* to identify five defining trends that are likely to shape the future of ecommerce, retail and shopping. These developments are not simply incremental changes; taken together, they suggest a meaningful evolution in the relationship between brands and consumers.

1. Agentic commerce

One of the most significant technological shifts associated with 2026 is the continued evolution of AI from a largely reactive assistant into a more proactive, semi-autonomous agent. Agentic Commerce describes a growing paradigm in which AI systems increasingly support parts of the customer journey and, in certain contexts, take on responsibility for managing them¹. Rather than simply providing links, these agents can plan, act, and negotiate on behalf of consumers within defined parameters².

This development has the potential to reshape traditional customer funnels, particularly for routine or repeat purchases. As machine-mediated decision-making becomes more common, brands may find that visibility increasingly depends on how effectively they can communicate with these new “non-human consumers”³. As a result, there is a growing imperative for brands to ensure that their product data — including specifications, sustainability claims, and functional benefits — is structured, accurate, and machine-readable⁴. In 2026, competitive advantage is likely to favour brands that can translate their value proposition into formats optimised for AI-driven discovery and evaluation.

2. The friction paradox

For much of the past decade, the removal of friction has been treated as a universal best practice in retail. However, a more nuanced dynamic is emerging in 2026: The Friction Paradox. While seamless experiences remain essential for convenience-led purchases, some brands are finding that carefully designed friction can enhance perceived value and desirability⁵.

When applied deliberately — through appointment-based shopping, limited-edition drops, or participation-driven community rituals — friction can transform a transaction into a more memorable and emotionally resonant experience⁶. In these contexts, effort becomes part of the reward, fostering a sense of achievement and belonging among highly engaged customers. The challenge for brands in 2026 will be calibrating this balance: removing unnecessary barriers where speed and ease matter, while selectively introducing friction to heighten meaning and differentiation for identity-driven purchases⁷.

3. The Elevation Game

Against the backdrop of intensifying price competition and the rise of ultra-low-cost rivals, many fashion and lifestyle brands are experimenting with what can be described as The Elevation Game. This strategy involves moving upmarket to distinguish themselves from budget-tier competitors and appeal to “aspirational” consumers who are increasingly priced out of traditional luxury categories⁸.

In practice, this shift is often reflected in a reduction of entry-level SKUs and a renewed emphasis on verifiable quality, craftsmanship, and distinctive brand narratives⁹. Rather than competing primarily on price, brands are investing in premium “halo” products and more elevated retail experiences to justify higher positioning¹⁰. In 2026, “accessible premium” is expected to represent one of the fastest-growing segments, as consumers place greater value on durability, longevity, and clear points of view over disposable, mass-produced goods¹¹.

Social Commerce

Social platforms have steadily expanded beyond discovery to become increasingly integrated points of transaction. Social Commerce continues to reshape the path to purchase by enabling consumers to buy products directly within social environments, without needing to leave the platform¹². In the US alone, social commerce sales are projected to exceed $100 billion by 2026, representing close to 40% growth over a two-year period¹³.

This growth is being driven by content-led storefronts, where short-form video and livestream formats function as dynamic digital shop windows¹⁴. For retailers, social media is no longer solely a marketing channel but an increasingly important component of a broader omnichannel strategy that connects inspiration with conversion¹⁵. Brands that perform best in this environment tend to treat social content as both storytelling and distribution, working with creators as trusted partners who can meaningfully influence purchase behaviour¹⁶.

5. Retailers as Media Platforms

Retailers are also undergoing a notable evolution in their business models, increasingly positioning themselves as Media Platforms. By leveraging first-party shopper data and owned digital real estate, many are building Retail Media Networks (RMNs) that enable brands to advertise directly to consumers closer to the point of purchase¹⁷. In 2026, RMNs are projected to contribute an estimated $1.3 trillion in enterprise value in the US alone¹⁸.

This shift introduces a more complex, algorithm-driven competitive environment in which visibility is increasingly shaped by data sophistication and paid access¹⁹. RMNs offer a performance-oriented alternative to traditional digital advertising, delivering up to three times higher purchase intent in some categories²⁰. At the same time, they require deeper collaboration between manufacturers and retailers. Brands must learn to operate not only as suppliers, but as media partners using real-time insights to deliver more relevant, personalised offers to fragmented audiences²¹.

Conclusion

The retail landscape of 2026 is likely to demand a dual-track approach. Brands will need to build fluency in AI-enabled systems and retail media ecosystems while continuing to invest in the human elements of experience, trust, and community. Those that succeed will be better positioned to navigate the ongoing tension between automation and creativity while remaining relevant to both the consumers who shop and the intelligent systems that increasingly support them.

Sources:

*Thanks to the ACIG 2026 Trend File for report sourcing

¹Publicis Sapient: Guide-to-next-2026

²BigCommerce: 5 Trends To Dress Up Your Fashion Ecommerce Strategy 2026

³Kantar: Marketing Trends 2026

⁴BOF/McKinsey: The-state-of-fashion-2026

^5,6,7Dentsu: Human Truths In The Algorithmic Era

^8,9,10BOF/McKinsey: The-state-of-fashion-2026

¹¹RSM: European M&A Report: Industry Trends And Growth Drivers

^12,13Edumedya: Digital Marketing Trends 2026

^14,15DHL: E-commerce Trends Report October 2025

¹⁶D&AD: Trend Report 2025

^17,18Nielsen IQ: Consumer-outlook-to-2026

¹⁹Publicis Sapient: Guide-to-next-2026

²⁰Kantar: Marketing Trends 2026

²¹Nielsen IQ: Consumer-outlook-to-2026