What: Social shopping, voice commerce, responsible practices, immersive technology, and hyperlocal strategies: five trends now changing how brands attract and retain online customers.

Why it is important: Brands that move early on these trends are building advantages in acquisition, retention, and efficiency that are increasingly difficult for slower movers to close.

In 2026, five trends are shifting how brands compete for online customers. Social shopping is accelerating, with platforms like TikTok Shop and Roblox capturing Gen Z's attention through influencer-driven content and immersive, community-based experiences. The rise of conversational AI and voice commerce is lowering friction in online shopping, as consumers increasingly complete purchases within chat apps and brands like JD Sports enable one-click transactions. Sustainability has become a baseline expectation, with brands leveraging AI to optimise supply chains and demonstrate transparency, directly affecting brand preference among conscious consumers. Immersive technologies such as virtual try-on platforms are enhancing personalisation and reducing returns, as Debenhams' virtual try-on rollout demonstrates. Finally, hyperlocal marketing is enabling brands to tailor campaigns and product offerings to specific regions, exemplified by Breuninger's multisensory, locally relevant campaigns. Together, these trends are accelerating the gap between brands that move quickly and those that do not.

IADS Notes: The Robin Report (February 2026) and Fashion Network (February 2026) document the rise of TikTok Shop and Roblox as leading social commerce channels for Gen Z, while Forbes (February 2026) highlights TikTok Shop's influence on Amazon and broader e-commerce demand. Valtech (February 2026) and Fashion Network (January 2026) show the mainstreaming of conversational AI and agentic commerce, with brands like JD Sports enabling AI-driven, one-click transactions. Journal du Net (November 2025) shows that sustainability and transparency now directly affect brand preference, while Internet Retailing (May 2025) and Fashion United (March 2026) show how virtual try-on technology and hyperlocal campaigns are driving conversion and regional brand relevance.

5 e-commerce trends to watch to stay in the game