eCommerce trends for 2026: What shoppers really expect

Shopping has long since moved away from the traditional shop. People discover products everywhere - between messages, videos, emails and chats. And this is where the real development of eCommerce begins: decisions are made in seconds, often before someone even lands on a product page.

At the same time, something exciting is happening: shopping is becoming more emotional. Not just in the store, but everywhere. On Google, in social ads, in newsletters, in the app, in chats with artificial intelligence (AI). Today, every touchpoint is a small moment of decision: Does this feel right for me as a buyer - or do I click away?

The harsh reality: the average shopping basket abandonment rate worldwide is in the low 70 per cent range. In other words: The majority of shopping journeys end in nothing. Not because the technology is lacking. But because the experience is not convincing.

This is exactly where we can see what really matters in 2026: how shoppers feel. That's why, in this article, we take a look at the eCommerce trends of 2026 from the only perspective that really matters: the shopper's perspective. What expectations they have. Which experiences they love. And where they mercilessly bounce.

Trend 1: Agentic commerce becomes everyday life - and in 2026 the machine perspective is added

In 2025, many of you will have experienced agentic commerce for the first time and will certainly have read about it as THE eCommerce trend. Searching no longer feels like "searching". You formulate a need - "Find me a sustainable, black dress under 100 euros" - and an AI does the rest. It sorts, evaluates and prioritises. This principle is now so firmly established that by 2026, no one will be thinking about whether to shop this way, but rather why it is not yet working somewhere.

Why two types of purchasing will be important in 2026

However, the perspective will broaden in the coming year. In addition to AI agents that act on behalf of humans, a second type of shopper will emerge: systems that shop online themselves. Not in the sense of a charming shopping assistant, but in a sober, rule-based, purpose-orientated way. Machines obtain quotes, compare conditions or trigger orders as soon as parameters are met. In the B2B context in particular, this is no longer a future scenario, but a natural step towards automation.

A clear separation is important:

• Agentic commerce remains human. A human describes an intention, the AI realises it.
• Machine-to-machine commerce, on the other hand, works completely without human interaction at the moment of purchase.

And then there is GEO (Generative Engine Optimisation). This plays a role when generative search engines spit out human results. But GEO only has the generic term "AI" in common with machine-to-machine commerce. Everything else is different. Some optimise for perception and relevance for real shoppers. The others create a technical basis so that machines can reliably process data, prices, availability and rules.

What retailers really need to prepare now

In future, a shop must be ready for two worlds. For people, who will increasingly start via AI agents. And for machines that access systems directly and represent "shoppers" in a very technical sense. Anyone who only focuses on SEO and visual experience optimisation is thinking too short-sightedly. Machines are not interested in layout or nice product descriptions. They need clean data structures, clear attributes, stable interfaces and unambiguous rules.

It is precisely in this area of tension that a term will emerge in 2026 that we will be reading everywhere next year at the latest: Execution Engine Optimisation, or EEO for short.

This refers to the optimisation of machines that carry out automated purchasing processes. A technical discipline that is closely linked to data quality, API design and system architecture. And at the same time a field that is completely new to many retailers.

The core:

• Agentic commerce improves the shopper experience.
• Machine-to-machine commerce improves efficiency and speed.
• And EEO ensures that both work reliably.

Anyone who understands this quickly realises that the shop of the future is not just a touchpoint for people, but also a system node for machines. And it is precisely this dual role that will characterise eCommerce 2026 more clearly than any trend in recent years.

Trend 2: Hyper-personalisation - the "Store of One" is making inroads

The expectations of shoppers will also change noticeably in 2026. A shop should no longer feel like a rigid platform, but like an interface that adapts. To preferences, behaviour and context. The idea: each person experiences a shop like their own version of it. Sorting, personalised product recommendations, bundles, prices, content - everything is dynamic, everything is individual.

Online commerce trend: relevance instead of chance

People no longer want to wander through categories or struggle through generic product suggestions. They want guidance. They want suitable suggestions. They want results that feel coherent, and this demand does not stop at B2B. Expectations are rising there in particular: customised price lists, transparent self-service areas, product recommendations that are not just based on keyword matches, but on real needs. The boundary between the B2C and B2B experience is becoming blurred. And faster than many would like.

Why data is becoming a decisive lever

This type of personalisation only works if there is a clear database in the background. A system can only personalise as well as it understands the signals you provide it with. Clicks, views, purchases, shopping basket histories, product interests - all of this forms the basis for real relevance. At the same time, third-party cookies are disappearing from the toolbox. This is forcing retailers to rely more heavily on zero and first-party data. Loyalty programs, quizzes, product finders and interactive advice tools therefore serve two purposes: they create benefits for shoppers and at the same time provide systems with the data that is essential for hyper-personalisation, an important eCommerce development.

Where this is heading

The "Store of One" is no longer a vision. It is a logical response to changing expectations. A shop that treats everyone the same will look old-fashioned in future. A shop that understands the needs of its visitors will prevail - whether in the fashion sector, in niche industries or in industrial B2B.

What remains is a clear message: hyper-personalisation is not a decorative trend. It is the basis for making shopping feel really good in 2026.

Trend 3: Social commerce & virtual influencers - the feed becomes a sales area

When asked "Which trends and technologies will be important in eCommerce in the future?", the answer should definitely not be missing: social media. According to the latest figures, around 82% of all online shoppers use social media platforms to research products - just before they buy. This means that the feed is no longer a source of inspiration, it is a central component of the customer journey.

For many, shopping today begins with a scroll, not a Google search. And everything else can happen right there: discover, love, buy.

Social media as a real shopping channel

In 2026, platforms such as Instagram, TikTok and the like will no longer be an addition to traditional online shops - they will be shops in their own right. In-app checkout, product tags, live shopping and interactive content will make them a fully-fledged sales channel.

For shoppers, this means

• They no longer need to switch between platform and shop.
• A video, a story or a live can trigger the purchase.
• The decision path is short, emotional and direct.

Virtual influencers and AI hosts as the new salespeople

Influencers are not a must in 2026, but an option, even if they are not "real". Virtual influencers or AI-based hosts can present products around the clock, answer questions, manage streams and generate content. For shoppers, authenticity is not necessarily measured in human-to-human terms, but in terms of credibility and emotion: familiar, entertaining, practical.

Such formats are particularly strong when products work visually or emotionally: fashion, beauty, lifestyle, but also more explanation-intensive products that work better in a live context than on static pages.

What retailers should take away

Ignoring social media in 2026 means ignoring one of the key eCommerce trends:

Trend 4: Omnichannel & unified commerce - the boundary between online and offline is dissolving

Shoppers will no longer think in terms of channels in 2026. All that matters to them is that the path to the product is seamless. Whether they are looking for inspiration online, testing in the store, buying later in the app or reopening a shopping basket on the go - it all feels like a single process. It is precisely this expectation that makes omnichannel no longer an optional extra, but the basis.

Why channel thinking no longer makes sense from a customer perspective

Today, people move more naturally than ever between digital and physical touchpoints. An impulse is created in the social feed. The next step happens in the shop. The transaction takes place online. Or vice versa. The decisive factor is not where the purchase is made. It's whether the transition is seamless.

While online shops continue to carry the transaction, stores are becoming experience spaces: touch, test, get advice - without the pressure to sell. The decision to buy often takes place later, digitally, when the moment is right. This is not a sign against bricks-and-mortar retail, but a sign that both worlds strengthen each other.

What retailers now have to deliver

Unified commerce means connecting the entire infrastructure in such a way that shoppers don't feel any disruption. That sounds technical, and it is.

For users, however, it simply seems logical:

• Click and collect, reserve to pick-up: customers want to choose how they receive their products.
• Real stock clarity: Whether online or in the store - availability must be right everywhere.
• A centralised customer account: One login, one shopping basket, one history, one status.
• Synchronised touchpoints: App, web, shop, support - everything interlocks.

Where this is heading in 2026

Omnichannel has long been a buzzword. In 2026, it will be the foundation of a modern shopping experience. Anyone still operating systems that don't talk to each other today will feel the effects directly: customer frustration, high cancellation rates, more support tickets and fewer repeat purchases.

Unified commerce is therefore not just a technical vision or a brief trend in eCommerce, but a response to people's behaviour. Customers expect seamless transitions and reward brands that deliver exactly that.

Trend 5: Mobile & instant commerce - shopping in seconds

When shoppers buy today, it's usually via smartphone. More than half of all online sales are already mobile, and at events such as Cyber Monday, the ratio is even clearer: mobile dominates. Not an eCommerce trend, but reality.

Why mobile devices are setting the pace

Smartphones have changed purchasing behaviour. Decisions are made faster, more spontaneously and on the move. Nobody wants to type out forms, trudge through convoluted menus or endure long loading times.

What counts are short, clear, smooth processes:

• 1-click and 0-click purchases
• Auto-fill instead of typing
• Wallet payment instead of a checkout marathon
• Express procedure instead of compulsory registration

Mobile UX determines sales

In the mobile context, nobody forgives a bad experience. Not shoppers, not algorithms, not social platforms.

What matters in 2026:

• Loading time: Every millisecond counts.
• Form reduction: Fewer fields, fewer steps, less stress.
• Clarity in navigation: Buttons large, paths short, distractions minimised.
• Image optimisation: Fast loading, but high quality.
• Clean technical basis: Caching, API performance, CDN - everything must be in place.

A mobile journey has to work before design can even take effect.

App, PWA or mobile website? The main thing is to be serious.

For many retailers, the question arises: What do we actually need - app, PWA or just mobile web? The honest answer: at least one of these variants must be implemented excellently.

• An app is worthwhile if repeat purchases or personalised offers are important.
• A PWA comes into its own when speed and offline capability are relevant.
• A mobile-optimised website is the basis - but only if it is really optimised and not "responsive by accident".

The goal is clear: mobile commerce must not be a slimmed-down desktop. Mobile is the main channel. And therefore the place where the purchase decision is made. An essential development in eCommerce.

Trend 6: Payment & Buy Now, Pay Later - paying must feel easy

Paying used to be the last step. In the new year, it's an experience factor. Shoppers expect choice, security and speed - and they will bounce if any of these are missing. This is particularly evident with Buy Now, Pay Later (BNPL): paying in instalments or later is no longer a marginal model, but an integral part of modern checkouts, especially in fashion, electronics and lifestyle.

Why BNPL continues to grow

BNPL hits a nerve: flexibility. Not every purchase decision today is made on the basis of reason - many are spontaneous. And this is exactly where BNPL acts as a catalyst. One click, one commitment, and the purchase feels less difficult.

At the same time, BNPL is becoming increasingly market-specific. Countries have different risk appetites, cultural payment habits and legal frameworks. While the US market is more focused on "buy, pay later", European shoppers expect more structured, transparent and security-orientated models. 2026 will therefore be exciting: offers will be more regionally tailored instead of looking the same everywhere.

Payment experience becomes a conversion lever

Friction at the checkout is deadly for sales. That's why the focus is shifting away from "We just offer card payment" to:

• Local payment methods that people actually use
• Wallet solutions that work without input
• BNPL options that are well explained and create trust
• Security that is visible but doesn't slow you down

Shoppers want to know that their data is secure - without feeling like they're walking into a wall of forms.

What retailers need to look out for

BNPL is attractive. But not without its downsides: risk, fees, margins. The right partners and limits determine profitability - not mere integration. Fraud prevention also plays a greater role than ever before. Systems that recognise fraud patterns at an early stage not only protect against damage, but also directly influence the conversion rate. The more clearly the checkout is structured, the fewer interruptions there are.

Strong customer authentication (SCA) remains mandatory. And if it is implemented elegantly, shoppers hardly notice it - except that they feel secure.

The direction is clear

Payment is not a technical side step in 2026. It is a part of the shopping experience that determines whether a shopping basket is completed or not. As an online shop trend, it is becoming clear how important simple, secure and flexible payment methods have become. Those who integrate BNPL sensibly, take local payment methods seriously and do not use security as a brake will create a payment experience that shoppers not only accept - but expect.

Trend 7: Sustainability, circular commerce & returns - profitability meets responsibility

Sustainability is no longer a marketing label in 2026. It is an economic factor. And it is a purchasing criterion, as current online shopping trends show. Shoppers no longer just pay attention to price and delivery time, but also to how a product ends up in their shopping basket - and what happens to it if they don't keep it.

At the same time, rising costs - for example for shipping or returns logistics - are changing the rules of the game. Many retailers can simply no longer afford generous returns conditions. This is driving a rethink that goes beyond mere eco-statements.

Circular commerce is becoming the standard

The trend towards reuse is accelerating: second-hand, re-commerce, refurbished products and C2C marketplaces are no longer just niche offerings. They are part of regular shopping behaviour. Shoppers see it as normal to give products a second life. Or to consciously choose sustainable options if they are clearly communicated and easily accessible.

This creates a new opportunity for retailers: expanding product ranges, testing take-back models, offering refurbished lines. Circular commerce is not an image project, it is a market and an important online shop development.

Returns as a cost factor - and as leverage

Returns are expensive. And the costs continue to rise: transport, handling, testing, reconditioning. In addition, parcel prices are constantly rising, which many logistics companies have already announced or implemented. For retailers, this means that every avoided return is hard cash. And for shoppers, it means that they expect better guidance so that they don't make the wrong purchases in the first place.

What specifically helps?

• More precise product data: Dimensions, materials, fit notes, use cases
• Size advisor or product finder: guidance instead of guesswork
• Virtual fitting: particularly relevant in fashion
• Clean product photos & videos: realistic expectations instead of disappointment

Optimised product data is not just "nice". They reduce returns - and protect the budget and the environment at the same time.

Transparent sustainability options strengthen the purchase decision

Many shoppers want to act more sustainably, but without complicated processes. That's why it works well to make options visible:

• Slow shipping (deliberately slower, but bundled shipping)
• Consolidated deliveries instead of piece-by-piece parcels
• Reusable packaging or deposit-based boxes
• References to CO₂ savings or resource-saving process steps

Important: No hidden information, but clear communication. Sustainability is not an extra - it is a decision-making aid.

Where this is heading

Shopping is becoming more conscious, but not slower. Shoppers want good information, transparent alternatives and the certainty that retailers are taking responsibility. At the same time, cost trends are forcing everyone involved to work more efficiently.

In 2026, sustainability and profitability are not mutually exclusive. They are two sides of the same coin. And this is precisely what makes circular commerce one of the most important trends in retail in the coming years.

Trend 8: Cross-border & marketplaces - global shopping becomes standard

In 2026, eCommerce will hardly recognise any borders. Cross-border retailers are growing twice as fast as the overall market. At the same time, online marketplaces such as Amazon, Zalando, OTTO, Temu or TikTok Shop are no longer just alternatives to your own online shop - they are central shopping locations. For shoppers, one thing counts above all: convenience and availability.

Why shoppers buy globally and marketplace-driven:

• Shopping internationally means more choice, better prices, exciting mix - that's appealing.
• Many choose marketplaces because availability, price comparison and shipping are simple, fast and transparent. No long searches. No long waits.
• Buyers have confidence in well-known marketplaces in particular: Ratings, delivery information, uncomplicated returns - that reassures and reduces risk.

For shoppers, the marketplace is rarely a "second choice". It is often first choice.

What retailers need to learn from this

Having your own shop is good. But alone is usually no longer enough in 2026. The most successful retailers rely on a mixture of:

• Their own online shop,
• Several online marketplaces,
• social stores or international stores, depending on the target group.

The important thing here is that prices, brand message and shopping experience must be consistent everywhere. A product that appears cheaper on a marketplace must not suddenly be more expensive in your own shop - this confuses customers and costs trust.

Keeping an eye on logistics and borders

Cross-border also means: shipping, customs, returns. This can be particularly complicated for non-EU countries.

Retailers who want to sell globally need to set up logistics and processes properly:

• Transparent shipping costs and delivery times
• Clear customs information
• Simple returns and return shipping processes

If these hurdles are too high, shoppers prefer to return to a marketplace - because convenience is more important than loyalty to their home shop.

In a nutshell

Global eCommerce and marketplaces will no longer be marginal phenomena in 2026. They are realistic, important shopping worlds. If you want to be a long-term player as a retailer, you need a mix of your own shop, marketplaces and an international focus - with a consistent brand presence and functioning logistics. What counts for shoppers is convenience, choice and trust. And they get that on marketplaces - if retailers are prepared for it.

Trend 9: B2B commerce is catching up with B2C

B2B has long been sluggish - complicated processes, PDFs by email, manual repeat orders. In 2026, that will be over for good. Buyers expect the same comfort zone as in private online shopping: clear availability, comprehensible product ranges, fast ordering, transparent prices. In short: B2C expectations meet B2B reality.

Why B2B customers no longer want to negotiate, they want to order

The new generation of buyers has grown up digitally. For them, a self-service portal is a matter of course:

• Real-time availability instead of queries
• Customised price lists instead of Excel versions
• Repeat orders via app or portal
• Clear workflows instead of telephone rounds

"Rep-free buying" - purchases without sales contact - is becoming the norm. Not because sales is bad, but because many transactions are simply too commonplace to involve a person.

What modern B2B shops absolutely need

A B2B shop today must be able to do more than just display products. In addition to login areas with personalised conditions, it needs budgets and approval processes that reflect real company structures. Subscription models for regular reorders increase convenience. Individual catalogues tailored to roles, locations or sectors are also frequently in demand.

At the same time, an important point of B2B eCommerce trends can be seen here: the boundary between B2C and B2B is blurring. If real-time availability, filter logic and app orders are used in the private sphere, nobody accepts outdated processes in a professional context. This is precisely why mobile optimisation is becoming more of a focus. Many orders are placed on the move, in the warehouse or directly at the point of use - not at the desk.

This doesn't necessarily make B2B easier, but it does make it much more efficient. And buyers immediately notice whether a system saves them time or eats up time.

Trend 10: Price sensitivity & "value for money" - selective shopping prevails

After the crisis year of 2025, many consumers remain cautious. Gen Z and young households in particular are comparing more intensively, jumping between brands more quickly and making decisions based more on added value than tradition. Less "I'll just buy the same brand again" - more "What do I get for my money?".

Why shoppers take a closer look

Price comparisons are the norm. TikTok, YouTube and social search are speeding up the process, along with a term that will be everywhere in 2026: dupes.

A dupe is an inexpensive doppelganger of an expensive product - similar in look, effect or style. But: an independent product, not a fake. Particularly common in beauty, perfume, fashion and home. Gen Z actively searches for "brand XY dupe" to get the same vibe for less. For retailers, this means that loyalty is declining and the price-performance comparison is becoming tougher.

At the same time, studies show that most people are not planning to consume less in 2026 - they will just be more selective.

What retailers need to deliver now

When shoppers become more selective, a clear response is needed:

In 2026, permanent sales seem more like desperate measures. Well-positioned products, on the other hand, are convincing - even if they are not the cheapest option.

Where the trend is leading

Shoppers are more alert, more informed and more critical. They want to feel that a price is justified - regardless of their budget. "Value for money" beats "brand loyalty". And retailers who understand this not only prevent price wars, but also win customers who stay longer.

Conclusion on eCommerce trends: 2026 will be the year of clear priorities

The major eCommerce trends in 2026 can be summarised in four terms: AI, omnichannel, social, sustainability. Behind this is a clear expectation on the part of customers: They want to find their bearings quickly, shop without friction and have the feeling of being well guided.

Artificial intelligence is giving rise to new types of shopping - from agentic commerce to machine-to-machine mode. Omnichannel is becoming mandatory because shoppers expect seamless transitions between app, web and store. Social commerce is shifting purchasing impulses to where attention has long been focussed. And sustainability is increasingly becoming an economic factor rather than a green add-on.

For you as a retailer, this means that 2026 is not a year for experiments, but for clear priorities. Data quality instead of gut feeling. Mobile first instead of desktop legacy. Consistency across all touchpoints. And decisions that really help shoppers - not just for the sake of technology.

This is exactly where we at elio provide support. With technology that remains scalable. With data structures that understand AI. With commerce solutions that fulfil the needs of both humans and machines. And with a focus on what really matters: the shopping experience you offer your customers.

Because in the end, it's not the latest eCommerce trend that counts, but how well you make it usable for your shoppers. In 2026, this experience will be more important than any new hype.