The eCommerce trends set to define 2026

Justin Thomas VP Sales EMEA North at Akeneo looks ahead to 2026 to show just how important data is to how retailers can keep pace with the changes coming.

If you had asked a retail expert in 2016 what shopping might look like a decade later, many would have described a world of drone-delivered parcels and fridges that automatically reorder the groceries. Some of those predictions have materialised in part, if not quite as dramatically as imagined, but the truth is that technological change is invariably a surprise as it meets the reality of unpredictable consumer behaviour, market forces and innovation. As we look ahead to 2026, their effects are becoming more pronounced.

2026 will see technology and human experience converge in ways that fundamentally rewire how people discover, evaluate and purchase products. And while many of the emerging signals originate in the US, their impact will be felt acutely in the UK, where digital maturity, regulatory ambition and consumer expectations tend to collide earlier and more sharply than in other markets.

One of the clearest shifts is in the way consumers search for and discover products. Traditional keyword search, still the backbone of many UK retail websites, now feels increasingly out of step with how people want to shop online. Instead of typing broad terms and hoping for the best, shoppers are embracing AI-driven discovery engines that can interpret intent, understand context and serve results that feel genuinely personalised.

Across global markets, nearly half of consumers say AI already influences what they buy, and UK shoppers are becoming equally receptive as retailers begin integrating more intuitive, natural-language and visual search capabilities. The rise of image-led discovery, where customers can upload a photo and instantly find similar products, is particularly relevant in a market like the UK, where social media trends routinely cross borders in minutes and generate immediate demand. As retailers deepen their use of AI, search will become less about queries and more about conversations, dynamic, contextual and shaped by what the shopper is trying to achieve rather than what they type.

These conversational experiences are paving the way for an even more transformative shift, the early stages of what many are calling agentic commerce. If AI-powered discovery helps shoppers find the right item, then AI-assisted purchasing helps them buy it without ever progressing through a traditional checkout. Large language model assistants capable of comparing products, verifying delivery options and completing purchases on behalf of the customer are moving from novelty to practicality. While early adoption in the US tends to dominate headlines, UK consumers, particularly younger ones, are showing they are willing to let trusted AI tools guide or even automate parts of the buying journey. It represents a profound change for retailers because it introduces a new kind of intermediary. Instead of persuading the shopper directly, brands are increasingly influencing the algorithms that shape buying decisions. This shift raises important questions about consent, transparency and the appropriate role of automation, but it also opens a powerful new commerce channel for those willing to experiment early.

Alongside these AI-led changes sits a development that may prove just as significant for the UK and wider European market, the introduction of Digital Product Passports. While AI tends to steal the spotlight, the DPP is quietly preparing to redefine transparency, trust and sustainability at scale. Driven by forthcoming EU regulation, and likely to set a new benchmark for UK retailers regardless of domestic policy, the DPP will act as a digital identity for each product, detailing everything from its origin and materials to its repairability and environmental footprint. This will not only help consumers make informed decisions but also give brands a new opportunity to tell the deeper story behind their products. A shopper considering a jumper or a blender will be able to scan a code and instantly see its journey, credentials and circularity options.

Even as transparency and automation reshape the back end of commerce, social media continues to redefine the front end. The UK is one of Europe’s most socially connected retail markets, and social commerce has already become a natural extension of the browsing experience. TikTok, Instagram and YouTube have become discovery engines in their own right, with creators, everyday users and live shopping formats driving culturally relevant, impulse-led demand. Younger UK consumers increasingly treat these platforms as their first port of call for shopping inspiration, favouring authentic, user-generated content over polished brand assets. By 2026, the idea of buying directly within a feed, without switching apps or websites, will feel entirely normal, and brands that build genuine creator communities will find themselves with a powerful competitive advantage.

Despite this digital acceleration, physical retail remains relevant and vibrant. In fact, UK shoppers are proving more hybrid than ever, seamlessly moving between online and instore environments based on convenience, confidence and context. Many browse in store before buying online, while others research online before seeking out a product in person for final reassurance. The high street is evolving from purely transactional to experiential, with stores acting as brand spaces, fulfilment hubs and service centres. As online interactions become increasingly automated, the tactile, human experience of physical retail regains importance, offering immediacy and emotional connection that digital channels cannot replicate.

Underpinning all these changes is high-quality product data. Whether powering AI recommendations, enabling product passports, driving social commerce or supporting seamless omnichannel journeys, every emerging trend relies on rich, consistent and trustworthy product information. Without it, even the most advanced technologies fall flat. As we head towards 2026, the retailers best positioned to thrive will be strengthening the data infrastructure that makes innovation possible. The future of eCommerce may be unpredictable, but brands that invest in clean, connected and compelling product data will be ready for 2026 and beyond.