Retail enters 2026 amid a period of structural transformation. Global ecommerce has surpassed an important threshold, accounting for more than one fifth of total retail sales, while the UK operates at one of the highest online shares worldwide at roughly 27 to 28 percent. European markets have also settled into higher digital participation than before the pandemic with hybrid shopping journeys now the norm.

Consumers move fluidly between discovery on social platforms, research on mobile and purchase through whichever channel is most convenient in the moment. More than four in five shoppers combine online and in store interactions within a single journey and they expect them to connect seamlessly. They look for transparent pricing, accurate stock information, predictable delivery and experiences that feel personal and consistent.

At the same time, economic pressure across the UK and Europe has reshaped how shoppers evaluate value. Convenience has become a decisive factor in buying behaviour, with around three quarters of surveyed consumers naming convenience as critical in their decision making. Brands that succeed are those that minimise effort, reduce cognitive load and build trust through consistent interaction patterns.

This creates a new landscape for retail where digital commerce is not a channel but the operational backbone of the entire business. In this environment five trends will shape how retailers design, optimise and scale their digital commerce capabilities in 2026.

1. Unified commerce becomes a baseline expectation

The channel mindset has collapsed. Shoppers expect stores, apps, websites and social platforms to behave as parts of a single system. UK and European studies show that many customers switch channels repeatedly during a purchase cycle. They expect consistent product information, reliable stock visibility and fulfilment options that fit their schedule.

The traditional model of isolated ecommerce platforms, legacy store systems and disconnected fulfilment processes is no longer enough. Customers do not distinguish between channels. They simply want accurate availability, transparent promises and a smooth experience across the journey.

A lack of unification results in conflicting prices, inconsistent product data, broken journeys and missed commercial opportunities. Retailers who succeed in 2026 will be those who can connect product, customer and order flows across every channel. Unified commerce is no longer an ambition. It is the expectation.

2. AI driven merchandising and intelligent journeys reshape digital performance

AI is becoming fundamental to how customers discover products and how retailers manage the path to purchase. From predictive search ranking to personalised recommendations and dynamic content sequencing, intelligence is already increasing conversion and reducing abandonment in European ecommerce.

Retailers relying on rules alone struggle to keep up with changing behaviour. Product ranges are expanding. Categories shift quickly. Customers behave differently by device, region and time of day. Manual optimisation cannot deliver the level of relevance that customers now expect.

AI allows retailers to interpret intent signals, anticipate needs and tailor experiences at scale. This moves merchandising from reactive adjustments to proactive intelligence. Retailers gain improved relevance, better exposure of profitable products and protection of margin through targeted offers. AI also increases operational efficiency by reducing the effort required to manage complex digital journeys.

3. Social commerce becomes a central layer of discovery and influence

Social platforms have become powerful engines of product discovery. Younger shoppers in particular use TikTok, Instagram, YouTube and Pinterest as primary tools for inspiration, reviews and trend validation. European market analysis shows that social driven product research continues to grow at double digit rates, and global social commerce is projected to exceed one trillion dollars in 2025 with strong growth into 2026.

Short form video, creator content and live shopping formats now influence early customer decisions more than traditional search in many categories. Customers form opinions, compare products and evaluate value long before reaching a brand website.

This means retailers must focus on product information accuracy, creative consistency and integration. Social commerce is no longer only about awareness. It influences evaluation and often conversion. Retailers that adapt to this behaviour gain earlier visibility, greater relevance and stronger commercial performance from social ecosystems.

4. Mobile and zero friction experiences determine conversion outcomes

Mobile dominates digital commerce traffic across Europe and contributes a growing share of total online revenue. The shift is structural, driven by always on connectivity, fast networks, improved device capability and user expectations for streamlined interactions. Customers expect mobile journeys to be fast, intuitive and reliable. Any friction creates abandonment.

Speed, clarity and simplicity are now essential. Optimised navigation, natural language search, remembered preferences, digital wallets and transparent delivery information are fundamental for protecting revenue.

Mobile plays a role in almost every customer journey. It influences research, comparison, evaluation and purchase across categories. It is also increasingly used in store when shoppers compare prices, check reviews or confirm availability. This makes mobile performance a critical success factor for both digital and physical retail.

5. Fulfilment, inventory intelligence and last mile become strategic differentiators

As ecommerce stabilises at a higher share of retail in the UK and Europe, fulfilment has shifted from a cost centre to a defining element of customer experience. Customers expect clarity on availability, accurate delivery windows and flexible fulfilment options. European delivery research shows that reliability is now more important than raw speed. Customers want confidence that their order will arrive when promised.

Store networks are increasingly used as micro fulfilment hubs. Click and collect, ship from store and local delivery have grown significantly. Retailers with strong inventory accuracy and dynamic routing can transform stores into strategic assets rather than operational overhead.

Fulfilment is now a competitive advantage. Poor availability, inaccurate stock levels or inconsistent delivery windows damage trust and reduce loyalty. Effective last mile operations improve conversion, customer satisfaction and operational efficiency. Retailers who excel here gain a measurable strategic edge.

Strategic implications

Retail in 2026 will be shaped by higher expectations of consistency, intelligence, speed and value. Unified commerce, intelligent merchandising, social discovery, mobile performance and fulfilment excellence are not isolated initiatives. They are interconnected components of an architecture that positions digital commerce at the centre of the retail operation.

This is where Salesforce Commerce Cloud becomes most valuable. It provides a modern foundation for product data, search, merchandising, promotions, checkout and storefront performance. When combined with Salesforce Data Cloud, Einstein, Order Management and Loyalty it enables unified experiences, AI driven journeys, accurate availability, connected fulfilment and meaningful value exchange. The TCTG Labs teams can experiment, provide a POC and validate new digital experiences on top of a stable and scalable core.

The retailers who lead in 2026 will be those who modernise their digital foundations while creating space to innovate with emerging consumer behaviour. Those who delay risk falling behind in a market where convenience, relevance and trust determine where customers spend their time and money.

If you want to catch our thoughts, watch the replay of our webinar focussed on the Golden Quarter.

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