If 2024–25 was about “plug in AI and hope,” 2026 is about making it pay. I’m a marketing manager at an e-commerce consultancy, which means I spend my days inside dashboards, stand-ups, and far too many experiments. Below is the short list I’m telling clients to prioritise this year—not the shiny objects, but the shifts that move revenue, margin, and customer love.

1) AI becomes your merchandiser (not just your copywriter)

The big win isn’t AI descriptions—it’s AI deciding what to show and when. Think dynamic collections that re-rank based on micro-segments, inventory risk, and predicted margin. Your “New In” page won’t be the same for everyone; it’ll be a living, breathing profit engine. Practical move: feed your model with product attributes + return data, then set guardrails (brand rules, stock floors) so it doesn’t chase short-term clicks at the expense of LTV.

2) Shoppable video as the default product format

Static PDPs are lovely, but video is now the expectation—short, authentic, and shoppable. The sweet spot in 2026 is creator-style clips embedded everywhere: search, category grids, emails, even post-purchase flows. Two tips: keep videos sub-30 seconds and always include a “show size/fit/scale” moment. Bonus points if your video player remembers where a shopper left off across devices.

3) Subscriptions evolve into memberships

The subscription rollercoaster settles this year into “membership bundles”: flexible cadence, skip/swap in one tap, plus perks (priority access, repairs, refill discounts, community). The KPI moves from MRR to member margin. Build a perks stack with low variable cost—content, early drops, partner deals—so the value feels rich without wrecking COGS.

4) Returns become a profit lever (really)

Return rates aren’t a fixed tax. Expect broader use of size prediction, try-before-you-keep windows, and instant exchanges that hold revenue on the table. The clever play is return deflection with care: offer partial refunds to keep, repairs, or easy tailoring credits. Measure “save per return request” and put your most generous policies behind loyalty tiers.

5) Checkout without friction… or forms

By now, one-tap wallets are table stakes. The 2026 differentiator is invisible accounts: auto-created, passwordless, and portable across channels. Shoppers move from TikTok to your site to a marketplace and still meet the same cart. Keep checkout to three decisions max: shipping, payment, confirmation. Anything else belongs in post-purchase.

6) Marketplaces: sell on them—and build your own

Amazon, TikTok, OnBuy, Etsy, Zalando—you’ll keep using them for reach. But more brands are spinning up owned micro-marketplaces: curated third-party assortments that extend choice, increase AOV, and create new fee revenue. Do it where your brand has real authority (ingredients, sport, subculture). Treat partners like products: strict data feeds, shared standards, clear margin rules.

7) B2B goes full DTC (and it’s huge)

B2B buyers expect consumer-grade speed: instant net terms, contract-aware pricing, and re-order in two taps. If you’re B2B, invest in gated storefronts with personalised catalogues and punchout. If you’re DTC, consider a wholesale portal that feels like your shop, not a spreadsheet with a buy button. It’s one of the fastest routes to stable revenue in 2026.

8) Cross-border that feels local

Shoppers don’t think “cross-border”; they think “will this arrive when it says, and are taxes included?” Win with location-aware pricing (duty-paid), localised trust cues, and carrier mixes that prioritise reliability over headline speed. Translate for comprehension, not poetry. And surface total landed cost before checkout—surprises kill conversion.

9) Circular commerce moves on-site

Resale, repairs, refills—bring them into your core store, not a side project. Give customers a unified account where they can buy new, trade-in old, book a fix, and see their impact. Circular SKUs generate content (before/after, stories), which then powers community and retention. Track “circular AOV” and the percentage of orders with at least one circular action.

10) Composable, but pragmatic

Headless isn’t a personality trait. In 2026, the winners use composable where it tangibly increases speed or conversion: search, recommendations, content personalisation, and checkout. Everywhere else, keep it simple. Your north star isn’t architecture diagrams—it’s a faster site, faster tests, and faster learning loops.

11) Conversational commerce that actually converts

Chat widgets graduate into useful buying assistants: “find me a waterproof jacket under £120 that fits a 5’8” runner and ships by Friday.” Tie your assistant into real inventory, returns policy, and order status. Measure “assisted revenue per session,” not just CSAT. And give the bot a clear exit to humans—because trust converts.

How to prioritise (the 80/20)

1. Fix the foundations: page speed, one-tap checkout, ruthless PDP clarity.
2. Layer AI where it’s closest to money: merchandising, search, and retention.
3. Build memberships, not just subscriptions.
4. Reduce return friction and capture exchanges.
5. Pilot one new channel (a marketplace or social commerce) with strict CAC and margin targets.

The theme of 2026 is discipline. Yes, there’s dazzling tech. But the brands that win will combine it with clear offers, tidy ops, and a relentless focus on customer time. If you want a quick audit or a second pair of eyes on your roadmap, shout—I’m happy to sense-check where these trends will pay off fastest for your store.