25 eCommerce Trends to Watch in 2026

In 2026, eCommerce is no longer just a “digital channel.” It has become a vital and strategic pillar for most businesses, whether DTC or B2B. Globally, online sales already account for just over 20% of total retail sales, and that share is expected to reach approximately 21.5% in 2026 (1). In the B2B space, eCommerce was valued at around 32 trillion dollars in 2025 and could exceed 60 trillion dollars by 2030, with an average annual growth rate of 14 to 15% (2). In other words, whether you are an omnichannel retailer, a DTC brand or a manufacturer relying on a distributor network, your growth strategy is now intrinsically tied to digital commerce. At the same time, AI is shifting into a higher gear. According to the latest McKinsey research, about 65% of organizations now report using generative AI on a regular basis, nearly double the adoption rate from just one year earlier (3).

eCommerce merchants are no longer about experimentation. It is now about fully embedding emerging technologies such as AI and unified commerce platforms into every layer of the business, including tech architecture, operations, marketing and customer experience.

Unified and Intelligent Infrastructure

1. OMS at the Core of Unified Commerce

The Order Management System (OMS) has become a strategic engine for unified commerce. It orchestrates inventory, delivery promises, allocation rules and a key part of the customer experience in real time. For omnichannel retailers, a modern OMS makes it possible to optimize each order by balancing ship-from-store, central warehouse or 3PL based on margin, operational capacity and expected service levels. In a B2B manufacturing context with multiple distribution centers and stock held by distributors, the OMS acts as an intelligent coordination layer. It enables online availability to be personalized per customer or per contract, while managing order priority based on value and inventory risk.

2. RFID Tags and Real-Time Traceability

RFID tags are electronic labels that use radio waves to transmit data. The widespread use of item-level RFID tags transforms inventory from a static monthly snapshot into a real-time asset. Some leading global retailers now tag each item to track it from the distribution center to the point of sale. This provides detailed visibility into inventory and sales, enabling operations like ship-from-store and two-hour click & collect. For DTC brands, RFID helps reduce stockouts and automate replenishment. For manufacturers, it is essential to guarantee end-to-end traceability (e.g. industrial parts, medical, food sectors) and meet regulatory or contractual requirements.

3. Structured product data built for machine consumption

In 2026, product pages are no longer written only for humans but also for search engines, recommendation engines and AI agents. This shift means moving from a simple PIM with listings and basic attributes to full semantic modeling. This includes data like compatibility, use cases, technical constraints, standards, accessories, FAQs, and more, allowing systems to reason about the product. For a DTC cosmetics site, this means clearly structuring skin types, ingredients and routines. For a manufacturer of replacement parts, it means reliably documenting machine compatibility, tolerances and usage conditions.

4. Unified Catalog Across PIM, AI Agents, Marketplaces, Apps and POS

Product data quality alone is not enough if it stays locked inside the PIM. What matters is omnichannel consistency. In 2026, eCommerce teams must treat the product catalog as an enterprise API that feeds the website, mobile apps, marketplaces, AI agents, POS systems and sales tools. This requires harmonized data models, robust connectors and near real-time flows. For example, contract pricing should display consistently on the B2B portal, in the rep’s CRM and in the quote generated by an AI agent.

5. Collaborative Planning for Demand and Inventory

Collaborative Planning, Forecasting and Replenishment (CPFR), once limited to manufacturer-retailer relationships, is regaining strategic importance in the eCommerce era. Digital signals such as on-site searches, back-in-stock alerts, cart abandonment and B2B quote requests become key data points to jointly align forecasts and procurement plans between brands, distributors and even key accounts. In DTC, new forms of CPFR are emerging between brands, 3PLs and major marketplaces to better anticipate demand spikes from influencer campaigns or product launches and reduce stockouts or overstock.

6. Logistics Resilience

Recent supply chain challenges have exposed the fragility of models relying on a single warehouse or carrier. By 2026, fulfillment networks are becoming more distributed, combining central warehouses, urban micro-hubs, store-warehouses and specialized 3PLs. These networks rely on resilient architecture, capable of adapting quickly to disruptions such as outages, strikes or congestion. For omnichannel retailers, this could mean rerouting orders from one region to another in case of overload. For B2B manufacturers, it may involve shifting volume to buffer stock in Europe or North America when imports are delayed.

7. Returns, Circularity and Second-Hand Strategies

With eCommerce return rates averaging 17 to 20% and significantly higher in fashion, returns have become a "P&L within the P&L." Leading merchants are now treating reverse logistics and circularity as profit centers. Strategies include segmented return policies (based on customer value, category, channel), resale through second-hand stores, refurbishment or reassignment to other markets. Some brands go further by automating resale. For instance, a fashion retailer uses AI to instantly assess the condition and value of a returned item, relist it in a "second life" section and issue an instant credit. For DTC, this might mean adding a "refurbished" tab on the main site. In B2B, it could mean a formalized program for trade-in, inspection and resale of used equipment managed directly through the eCommerce portal.

8. Transparent AI Governance

AI is no longer just a marketing tool. In North America, regulation is accelerating. Canada is moving forward with the Artificial Intelligence and Data Act (AIDA), while several US states including California, New York and Colorado are introducing standards for transparency, algorithmic risk management and data protection. For eCommerce businesses, this means clearly documenting AI use cases such as recommendations, dynamic pricing, scoring and customer service. It also means disclosing when content is generated or influenced by AI and factoring sustainability into governance. Some teams now monitor the CO₂ impact of models and logistics operations in their dashboards. A transparency score that includes AI usage, data policies and carbon footprint is becoming a credible differentiator.

9. Predictive Pre-Fulfillment

Predictive pre-fulfillment means bringing products closer to customers before they even place an order, based on reliable signals of future demand. The concept is not new, but it is gaining traction thanks to better data quality, sharper forecasts and improved visibility into buying behaviors. For a DTC brand, this could mean pre-positioning specific SKUs in key regions based on rising search interest, waitlists or campaign planning. For manufacturers, it might involve launching limited production runs in advance, based on quotes, configurations or incoming tenders from the client portal. The goal is not to automate the supply chain entirely but to reduce lead times, improve availability and optimize costs through more informed decisions.

Enhanced Customer Experiences

10. Immersive Commerce

Immersive commerce is evolving from isolated marketing experiments into a serious interaction channel. Brands like IKEA, Sephora and Nike have shown that augmented reality apps allowing customers to visualize products in their own space increase purchase confidence and reduce returns. By 2026, we see a rise in 3D virtual showrooms, mixed reality tours and spatial experiences to present full product lines. A manufacturer of machine tools could offer a virtual tour of a production line to a B2B client, while a DTC furniture brand could enable full room configuration using AR.

11. Enhanced Post-Purchase Experiences

Brands and manufacturers are now deploying enriched post-purchase experiences such as interactive guides, usage diagnostics, proactive assistance, automated service requests, maintenance tips and intelligent reminders. A DTC sports brand could send a personalized getting-started guide after an equipment purchase. A manufacturer could offer maintenance diagnostics via its portal, based on usage data or previously purchased parts. In 2026, post-purchase goes far beyond "order tracking". It becomes an extension of the customer relationship, a retention tool, and a concrete way to reduce returns, service costs and environmental impact.

12. Invisible Checkouts

The goal is no longer to simplify checkout, but to eliminate it. In physical retail, Just Walk Out or Scan-and-Go models link customer identity, payment method and product detection (via cameras or RFID) to charge automatically at exit. Online, connected accounts, wallets and intelligent autofill achieve a similar effect. A B2B buyer returns to a portal, adds recurring parts and confirms a pre-filled PO. A DTC subscriber renews with one click from an email or notification, without ever seeing a payment form. Invisible checkout happens at the intersection of UX, fraud prevention, compliance and data architecture.

13. Self-Checkout

Self-checkout is evolving. We are moving from dedicated kiosks to mobile-first and sensor-driven experiences. Customers scan with their own device, use digital wallets and complete the transaction without using a physical terminal. In some cases, detection is fully automated via computer vision and RFID. For omnichannel retailers, the key is linking in-store self-checkout to the eCommerce account. Same profile, same purchase history, same loyalty program. For manufacturers with showrooms, it enables hybrid journeys where a B2B buyer configures online, scans a QR code in the showroom and finalizes the order on their phone after internal approval.

14. Omnichannel Universal Wallets

By 2026, it is hard to justify customers needing one ID for the website, another for loyalty, and unlinked payment methods. Omnichannel wallets aim to unify everything: identity, preferences, payment data, purchase history and loyalty status, usable online, in-store, via mobile or with conversational agents. For DTC brands, this may involve integrating tools like Shop Pay, Apple Pay, proprietary wallets tied to loyalty programs, or BNPL solutions like Klarna or Sezzle. The most notable trend is with multi-brand groups and digital malls. Some now offer a unified wallet usable across the ecosystem. A customer earns points in one brand, redeems them in another, enjoys a shared VIP status, and automatically accesses preferences and payment methods across the group. This streamlines cross-brand navigation, increases lifetime value and strengthens unified commerce.

15. Generative Engine Optimization (GEO)

Search engines and generative assistants (ChatGPT, Gemini, Copilot, etc.) increasingly answer product questions directly, without redirecting to a site. Optimizing for these generative engines (GEO) becomes a new strategy: structuring content for easy citation, providing detailed product data, clear FAQs, and factual comparisons. While traditional SEO targeted Google, GEO targets a broader ecosystem of AI assistants. A DTC brand might publish highly structured buying guides designed for generative answers, while a B2B manufacturer focuses on technical data sheets and sector-specific use cases.

16. AI-Powered Personalization

By 2026, AI-driven personalization becomes a true lever for conversion and satisfaction. A DTC brand might analyze purchase history, declared body type and style preferences to recommend the right fit or size, explicitly indicating the suggestion is AI-generated. In B2B, the same logic helps identify compatible parts, recommend maintenance intervals or suggest accessories based on real usage. This level of personalization requires a responsible approach. Transparency about the signals used, prioritizing first-party data and clear opt-out options are essential. AI personalization works best when customers understand the reason for a recommendation and can easily control it.

17. Product-as-a-Relationship

In 2026, customer relationships no longer begin at purchase, but when a need arises around a product. The goal for brands is to transform a sold item into an ongoing service that supports users throughout the product lifecycle. A person buying a bike is not just buying hardware, they seek safe riding, longer product life and easy access to repairs or compatible parts. eCommerce becomes the foundation of an ongoing relationship: maintenance reminders, personalized guides, part suggestions, trade-in or second-life offers. In B2B, this approach is even more strategic. A manufacturer can build lasting customer ties with wear alerts, preventive maintenance suggestions, automated part orders, scheduled interventions, training and warranty extensions. eCommerce becomes a central hub for managing equipment, services and budgets in one place. AI can assist with key moments like predicting maintenance needs or recommending the right part, but the true value comes from understanding the initial need, the usage context and data quality. In short, the shift is from transactional to relational, creating an experience that begins with the product but evolves over time to meet real customer needs.

Growth Models and Organizational Transformation

18. Manufacturer and Distributor Portals

B2B portals are no longer just online product catalogs. eCommerce teams at manufacturers and distributors are now integrating contract pricing, client-specific terms, real-time inventory by warehouse, complex product configurations, returns and RMA management, order tracking, technical documentation and support. In a context where global B2B eCommerce is estimated at over 32 trillion dollars in 2025 and continues to grow rapidly (5), not offering this level of self-service makes the buying experience harder compared to competitors. On the DTC side, we are also seeing similar portals emerge for VIP customers and independent reseller networks.

19. eCommerce Data Empowering Sales

Rather than replacing sales teams, eCommerce becomes their richest source of customer data. A B2B rep arriving on-site with a list of recently viewed products, abandoned quotes and critical stock alerts is better equipped for meaningful conversations than with just past orders. Similarly, a premium DTC brand can give store staff a unified view of their top customers’ online behavior (viewed categories, sizes, interest in new arrivals) to personalize in-store service. The challenge is to integrate these signals into CRMs, prospecting tools and sales team workflows.

20. B2B Marketplaces

In sectors like construction, industrial or medical, B2B marketplaces are becoming the go-to starting point for buyers to compare specs, check pricing and discover new suppliers. In response, manufacturers are taking action. Some are expanding their own B2B portals by adding complementary products, turning their site into a niche marketplace that captures more value in the supply chain. Traditional distributors face a strategic choice: become marketplace operators by onboarding third-party sellers or use existing marketplaces as acquisition and sales channels with optimized catalogs, enriched listings and tailored pricing strategies.

21. Retail Media

Retail media (the sale of targeted ad space on retailer-owned properties) continues its explosive growth. In the US, retail media spend is expected to exceed 100 billion dollars by the end of the decade, accounting for nearly a quarter of total media spend. For major retailers, it is a new high-margin revenue stream. For DTC brands evolving into platforms (through marketplace programs), it becomes a way to monetize traffic and audience data. For manufacturers, retail media now requires a dedicated marketing budget line and tailored creative assets for each ecosystem (banners on distributor websites, sponsored listings in search results, enriched content). Hybrid applications are also emerging at the intersection of physical retail and eCommerce. For example, a brand may sponsor a product page online and buy in-store visibility via digital shelf signage, mobile app prompts when customers are near a product, or personalized notifications triggered by in-store barcode scans. This integration creates a seamless journey where advertising, product discovery and purchase all connect, whether the customer is online, on mobile or in store.

Emerging Horizons and Innovations to Watch

22. Agentic Commerce

AI agents capable of comparing, recommending, negotiating and even purchasing on behalf of humans are moving from lab to reality.

For merchants, this means the product page is no longer just for humans, they must also "speak" to agents with structured data, machine-readable pricing and stock policies, and clear rules on what agents are allowed to do (e.g., placing orders within a budget). Internally, specialized agents for pricing, forecasting or customer service are also emerging, executing end-to-end micro-processes under human supervision.

23. Unified Commerce in B2B

In B2B, unified commerce is evolving into platforms capable of orchestrating entire ecosystems of suppliers, distributors, resellers, end customers and internal systems. Manufacturers are starting to expose product data, commercial rules and some logistics capabilities through APIs, allowing partners or even clients to build their own shopping or configuration experiences within brand guidelines. For distributors, this translates into B2B portals that unify multiple catalogs, sync contract pricing, display real-time stock and connect directly to services like orders, returns, financing and delivery. This platform logic also requires organizational change: redefining processes, rethinking responsibilities and adding new service-based revenue streams beyond direct product sales.

24. Co-Created Experiences with Customers and AI

A new wave of eCommerce experiences is emerging where customers do not just choose from a catalog but co-create products or journeys with AI. We are already seeing this in fashion, design and content, where users generate patterns or color combinations from a few preferences, finely configure a product or build custom kits for a specific use (sport, profession, context). In B2B, augmented configurators are starting to appear where buyers describe their context (construction site type, production environment, regulatory constraints) and receive near turn-key configurations that sales teams then validate. While still early stage, the direction is clear: AI becomes a co-design partner, not just a recommendation engine.

25. Contextual Commerce

An emerging trend is embedding eCommerce directly into the tools, environments and workflows clients already use, rather than drawing them into a separate online store. The purchase journey begins where the need arises, in the real context of use. In B2B, we already see integrations where an engineer working in AutoCAD can instantly view compatible parts, check availability and generate a purchase order without leaving the software. In DTC and specialty retail, similar flows are emerging, recommending a product based on a photo, a scan or a specific use case. This approach brings purchase decisions closer to usage context, reduces friction and opens the door to new forms of unified commerce, where product, need and order converge in one place.

These 25 trends point to a clear evolution. By 2026, eCommerce is no longer just a sales channel but a business-critical infrastructure that connects data, operations, customer experience and growth across retailers, DTC brands, manufacturers and distributors. The goal is not to adopt everything, but to identify the priorities with the most impact, whether consolidating core systems (OMS, data, inventory), enhancing journeys (immersive, checkout, wallets), activating new growth levers (B2B portals, marketplaces, retail media) or exploring emerging horizons (agentic commerce, AI). What matters is moving forward with purpose. In 2026, the organizations that succeed will be those that turn their eCommerce into a true orchestration platform, capable of connecting their products, operations, partners and soon, the agents buying on behalf of their customers.

Sources :

(1) Oberlo Statistics
(2) (5) Capitale One Shopping
(3) Mckinsey
(4) Novatize x Léger
(6) Business Insider.

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Pierre-Olivier Brassard

Vice President - Products and Technology, Partner

contact@novatize.com+1 844 932-6682

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