eCommerce Trends in 2026: From Clicks to Conversations
How successful eCommerce brands will combine technology, human behaviour and brand values.
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“Customers want less effort and fewer barriers to make a purchase, but also require greater confidence that the brands they buy from genuinely understand them as individuals and not market segments or broad personas.”
Read about the five headline trends that will shape the landscape for online retailers in 2026:
Agentic commerce: autonomous buying experiences
AI-driven hyper-personalisation via first-party data
Seamless omnichannel experiences and digital–physical convergence
The rise of social selling, user-generated content and social proof
Authenticity and sustainability as core brand values
Joseph was speaking at the eCommerce Forum, 5th February, Hilton London Canary Wharf.
