Retailers to unify shopping experiences & boost AI by 2026

Retailers and eCommerce brands are expected to focus on creating more seamless and unified shopping experiences by 2026, with an emphasis on consistent customer interactions across online and in-store channels.

Unified experience

Customers are increasingly blending their shopping journeys between physical and digital channels. Nearly nine in ten consumers already make use of both online and in-store options with the same retailer. They now expect consistency in stock availability, pricing, loyalty rewards and service, regardless of the touchpoint. As a result, retailers will need to ensure that a shopper's journey can continue smoothly from one channel to another without interruptions or the need to restart the process.

AI-driven personalisation

The application of artificial intelligence in eCommerce is set to become more practical. AI will be used to narrow product options, provide more accurate sizing advice, and deliver tailored product recommendations. Natural language search functions will enable shoppers to describe what they are looking for in their own words, in contrast to the current reliance on specific keywords. These changes are expected to make the process of finding relevant products quicker and less cumbersome.

Adaptive platforms

Ecommerce platforms that can adapt rapidly to changing customer journeys and new sales channels will be well positioned. The ability to integrate with marketplaces, social media, physical outlets, fulfilment providers and augmented reality tools will be essential. However, what will differentiate successful platforms is their ability to align operational data across all channels on a single layer, which can reduce complexity for both customers and retail teams.

AI's effectiveness is heavily dependent on the accuracy and connectivity of the underlying data. Platforms enabling AI-driven product recommendations, search, and personalisation will likely be favoured, as they enable faster, more confident purchase decisions for shoppers. The focus will move from a long list of features to ease of evolution and reduction of manual effort.

Customer expectations

Shoppers are expected to maintain, and even raise, their standards for convenience and consistency in 2026. Key expectations include real-time views of in-store stock, synchronised pricing and offers, returns that function seamlessly both online and in store, and loyalty schemes recognised on all channels. While major high street brands are already meeting these requirements, many smaller businesses are still adjusting. The gap may widen as customers become less tolerant of any friction in their experience.

Operational focus

Retailers are likely to become more selective about technology investments, favouring projects that directly improve both customer experience and operational efficiency. Emphasis will be placed on ensuring foundational processes-such as stock accuracy, streamlined returns, transparent delivery and integrated loyalty schemes-are working seamlessly. Small, targeted improvements here can have a tangible impact on conversion rates and costs.

Automation is expected to be used more judiciously, through AI improving recommendations and handling basic queries, rules-based merchandising, and enhanced demand forecasting. Investments will be directed toward reducing duplication and administrative workload, allowing teams to focus on revenue-generating activities.

Measuring performance

The way retailers measure success is likely to change. Instead of focusing solely on conversion attribution, there will be increased attention on whether the overall customer experience leads to repeat business across multiple channels. Metrics such as cost to serve and time to decision will gain prominence, linking operational efficiency with customer satisfaction. With more retailers introducing fees for product returns, return rates will be viewed as indicators of clarity and confidence in the buying process, not merely logistical challenges.

Platform priorities

Agility is emerging as a key competitive advantage for retailers, especially for those operating on older technology platforms. Delays caused by complex, custom development can put brands at a disadvantage compared to competitors capable of rapidly deploying new features or personalisation at scale. A unified platform where inventory, orders, customer data and loyalty schemes remain synchronised is seen as a solution to these challenges.

Data integration also sets the stage for more effective use of AI, supporting efficiency in both operational and customer-facing capacities. By prioritising robust, connected foundations over accumulating new features, retailers can respond more nimbly to shifts in consumer expectations and shopping behaviour.

"If you're finding that more of your team's time is spent working around the platform than improving the experience, it's time to make the move. The next step isn't about chasing every new feature, but moving to a platform built to be extended and adjusted quickly, rather than one that relies on heavy custom work for every change," said Chris Fletcher, CEO, Visualsoft.

"With the right setup, stock, orders, customer data and loyalty also stay in sync, so changes happen once rather than being rebuilt for every channel and the shopper experience stays consistent."