An overview of the trends of the years!
2026
2025
2024
E-commerce trends 2026: strategies, technologies, law, and growth
2026 is just around the corner—and with it comes a new phase in e-commerce, characterized by rapid technological innovation, changing consumer expectations, and far-reaching legal requirements. While online shopping continues to grow, the levers for success are shifting: AI-driven personalization and automation are becoming the norm, and new rules such as the mandatory cancel button or EU customs initiatives are forcing retailers to rethink their strategies. In this article, we highlight the most important trends, provide current figures, point out regulatory changes, and give specific recommendations for action so that online retailers can remain competitive.
Trend #1: Global growth and economic context
Global e-commerce sales are expected to reach new record levels of around $5.36 trillion in 2026, with growth of around 8.6% compared to the previous year.
- Drivers: Improved logistics, growing online share in emerging markets, increasing acceptance of digital payments.
- Latin America is growing particularly strongly (approx. 12.4% growth), while established regions such as Germany, Switzerland, and Austria are growing at around 4.6%.
These figures show that digital commerce remains robust, but retailers must remain flexible and innovative in order to secure market share.
Trend #2: AI, personalization, and automation
In 2026, e-commerce will be structured around artificial intelligence (AI):
- Personalized customer journeys: Over 70% of online sales in 2025 were already influenced by AI recommendations—and that share is expected to increase significantly by 2026.
- Automated product suggestions, real-time content optimization, and intelligent search functions will no longer be considered unique selling points in 2026, but rather basic customer expectations. Today, consumers expect online stores to immediately recommend relevant products based on their behavior, customize content in real time, and deliver accurate search results – without these features, users feel disadvantaged compared to other stores. For retailers, this means integrating these technologies as standard in order to remain competitive.
- New concepts such as agentic commerce are becoming relevant: autonomous AI agents that search for products, compare them, and even make purchases on their own – a trend that could generate billions in sales by 2030.
- Mobile remains dominant, accounting for nearly 60% of all e-commerce transactions via smartphones, coupled with strong growth in social commerce (e.g., Instagram Shopping, TikTok Shop).
Trend #3: Changing shopping formats – from AR/VR to live commerce
- Immersive shopping experiences: Augmented reality (AR) and virtual try-ons will be used more frequently in 2026 to bring product details to life virtually.
- Live shopping & creator commerce: Live streaming combines a show format with purchasing options – originally booming in Asia, this format is also gaining importance in the West and creating greater interaction and engagement.
Trend #4: New business models and marketplace strategy
By 2026, retailers will have to decide whether to sell their products via marketplaces or their own online stores. Both models offer advantages:
- Marketplaces offer wide reach but little control over branding and customer data.
- Own shops allow more control and direct access to customer data, but require more marketing effort.
Many retailers are opting for hybrid strategies that combine both to strengthen both reach and brand identity. On marketplaces, it is important to optimize product presentations and impress with fast, sustainable shipping. This will allow retailers to reap the benefits of both models and increase their growth in 2026.
Trend #5: Focus on sustainability and transparency
By 2026, sustainability will no longer be seen as a mere trend, but as a fundamental expectation of customers. Consumers are increasingly demanding more transparency regarding the origin of products and the sustainability of supply chains. Eco-friendly packaging and CO₂ reporting are also gaining importance—not only for ethical reasons, but also due to stricter legal requirements. Companies that ignore these requirements risk losing the trust of their customers and becoming less competitive in the coming years.
Key aspects of sustainability in e-commerce in 2026
Aspect | Significance in 2026 |
|---|
Transparency in the supply chain | Customers expect complete information about origin, production methods, and working conditions. |
Sustainable packaging | Reusable and recyclable packaging is increasingly expected. |
CO₂ reporting | Companies must document and reduce their CO₂ emissions in order to attract environmentally conscious customers. |
Green certificates | Comprehensive sustainability certificates are becoming standard in order to gain consumer trust. |
Table 1: Key aspects of sustainability in e-commerce in 2026
Companies must actively integrate sustainability into their business strategies—from transparent supply chains and environmentally friendly packaging to clear CO₂ management. Those who fail to do so will find it difficult to remain competitive in an increasingly environmentally conscious market.
Trend #6: Legal changes in e-commerce in 2026
2026 will bring important legal changes that will affect online retailers, especially in the EU.
Legal obligations for shops
- Cancellation button becomes mandatory: From June 19, 2026, online shops must implement an electronic cancellation button that makes it easier for consumers to withdraw from a purchase – one of the biggest changes in consumer law.
- New packaging and recycling requirements: From August 2026, stricter regulations on the labeling and composition of packaging will apply. This means that retailers must ensure that the concentration of lead, cadmium, mercury, and hexavalent chromium in packaging does not exceed a total of 100 mg per kilogram, with additional special regulations applying to food contact packaging.
EU regulations and customs reforms
- Digital regulations: EU laws such as the Digital Services Act (DSA) and proposals such as the Digital Fairness Act (DFA) increase transparency and consumer protection obligations for platforms and retailers.
- Customs duties on low-cost goods: From July 2026, the EU plans to introduce a minimum customs duty of around €3 on small e-commerce packages to address unfair competition from low-cost imports, particularly from China.
These regulatory changes are crucial for planning your processes and avoiding the risk of warnings.
Practical recommendations for retailers
Here are some specific measures that online shops should definitely implement in 2026:
- Integrate AI tools: personalization, dynamic pricing, chatbots, and automated product recommendations.
- Establish mobile-first and social commerce strategies: optimization for smartphones and integration into social platforms.
- Ensure legal compliance: cancellation button, packaging labeling, data protection, and consumer protection rules.
- Pursue an omnichannel approach: consistent customer experiences across all touchpoints.
- Develop a data and marketplace strategy: make conscious decisions about which products to sell via marketplaces and which via your own channels.
The direction for your success in e-commerce in 2026
The year 2026 marks a turning point in digital commerce – not only in terms of technology, but also in terms of legal, sustainability, and customer requirements. AI and automation will play a decisive role in how online stores personalize, sell, and retain customers in the future. At the same time, new legal frameworks and customs regulations require strategic thinking and rapid implementation.
Successful retailers invest in technology, strengthen their mobile and social presence, ensure legal compliance, and create transparent, trustworthy customer experiences.
E-commerce trends 2025: innovations that will shape online retail
The e-commerce industry is developing at a rapid pace and significant changes are also on the horizon for 2025. Companies must adapt to innovative technologies, new customer expectations and global challenges in order to remain competitive. Whether it’s the use of artificial intelligence, a focus on sustainability or the use of modern technologies such as AR and voice commerce, companies that implement these developments early on have the best chance of standing out from the competition. In this article, we take a comprehensive look at the most important trends in online retailing and provide practical tips on how to successfully leverage them.
1. Customised customer experiences through artificial intelligence
Personalisation has long been a central component of e-commerce, but in 2025 the role of artificial intelligence (AI) will increase even further. By using machine learning and data-driven analysis, retailers can better understand their customers’ behaviour and create tailored offers. Personalised product recommendations, automated customer care such as AI-powered chatbots and dynamic pricing are essential for companies to not only increase customer satisfaction but also to sustainably boost their revenues.
2. Accessibility as an important factor
Accessibility in e-commerce will continue to grow in importance in 2025. Companies that ensure that their online shops are accessible to all users not only open themselves up to a larger target group, but also fulfil legal requirements and social responsibility.
What is the Accessibility Act?The Ordinance on the Accessibility Act defines the requirements for products and services that are placed on the market after 28 June 2025. Among other things, this affects the entire online retail sector, hardware, software, but also national passenger transport or banking services.
Why accessibility is crucial:
- Promoting inclusion: People with disabilities (e.g. visual or motor impairments) can use the shop without difficulty.
- Better user experience: An accessible design often improves the overall usability for all users.
- Comply with legal requirements: In many countries, stricter regulations on digital accessibility are coming into force.
- Positive perception: Companies that actively implement accessibility strengthen their image as a responsible brand.
Technical measures such as the use of screen reader-compatible content, clearly visible navigation elements and a simple language in the design contribute significantly to ensuring accessibility.
3. Sustainability as a competitive advantage
Consumers are increasingly demanding sustainable products and transparent supply chains. By 2025, sustainability will no longer be just a competitive advantage, but a basic requirement for success in e-commerce. Companies that take their environmental and social responsibilities seriously will gain credibility with consumers.
4. Augmented Reality: Virtual Experience of Products
The integration of augmented reality (AR) will make online shopping even more interactive. Customers will be able to virtually test and experience products before making a purchase. This development will particularly benefit industries such as fashion, furniture and cosmetics.
5. Mobile commerce sets new standards
The smartphone remains the most important shopping tool. In 2025, a large proportion of transactions will be carried out via mobile devices. Companies must therefore ensure that their platforms are perfectly tailored to mobile users. The following success factors should be considered:
- Responsive design: Your website should adapt seamlessly to all screen sizes.
- Fast loading times: Optimise performance, as slow pages cause high bounce rates.
- Mobile payment methods: Offer options such as Google Pay, Apple Pay or direct bank transfers for easy payment.
6. Use social media as a sales platform
In 2025, social networks will have established themselves even more firmly as marketplaces. Platforms such as Instagram, TikTok and Facebook offer integrated shopping functions that allow users to buy products directly in the app. Selling where your target group is active will give you a clear competitive advantage.
7. Voice-controlled shopping: the rise of voice commerce
With the growing popularity of voice assistants like Alexa and Google Assistant, shopping via voice command is becoming more and more popular. Voice-controlled assistants like Amazon Alexa, Google Assistant and Siri are changing the way people shop online. Voice commerce will play an increasingly important role in 2025, as customers will be able to search for and purchase products by voice command. Businesses should ensure that their products and content are optimised for voice searches to benefit from this trend.
E-commerce 2024: The future of online retail in the midst of technological innovations and customer requirements
The year 2024 promises an exciting revolution in e-commerce. New technologies and changing customer demands are shaping the upcoming trends that will dominate the industry in the coming months.
- Increased use of voice search / voice commerce: In 2024, the use of voice assistants like Alexa and Siri for purchases will become more and more popular. Fultastic Fulfillment offers support in optimising your product information for voice-driven searches, so you can be better found in this emerging sector.
- Enhanced distribution and fulfilment planning: businesses are optimising their supply chains to increase efficiency and reliability.
- Same-day delivery: The speed of delivery will continue to be of great importance in e-commerce in the future. Retailers in the online sector have the opportunity to improve their logistics processes in order to offer same-day delivery in selected areas. In addition, there could be increased use of delivery drones to deliver parcels quickly and efficiently.
- Social commerce: The importance of social media in online retailing will continue to be significant, perhaps even crucial. Platforms such as Instagram or TikTok are likely to expand their shopping options to enable consumers to purchase products directly through these channels. It is therefore advisable for online retailers to prepare for this early on and to integrate their own products into these platforms in the best possible way.
- AI-powered upselling and cross-selling methods: artificial intelligence is used to make upselling and cross-selling more targeted and effective.
- Additional payment options: cryptocurrencies and other innovative payment methods are increasingly being accepted alongside traditional payment methods.
- Use of augmented reality (AR) and virtual reality (VR): These technologies enable customers to visualise products in virtual environments, making it easier to decide whether to buy and reducing the need for physical stores.
- Intelligent tools for mobile shopping: The optimisation of the mobile shopping experience will continue to be driven forward to improve the user experience on mobile devices.
- Increase in subscription models: These models, in which customers pay regular fees for access to products or services, will continue to grow in importance.
- Renewed focus on sustainability: Sustainability will continue to be a key issue, with companies and customers alike attaching importance to environmentally friendly and ethically responsible products and services.
- Multichannel customer support: Providing consistent customer support across different channels will become increasingly important.
- More personalised marketing and products: Personalisation will be used more to offer customers a more individual shopping experience and increase conversion rates.
- New marketplaces and faster sales channels: E-commerce will expand through new marketplaces and more efficient sales channels.
- Direct to consumer (DTC): These models, in which brands sell directly to their customers, are gaining in importance and enable closer customer relationships and personalised shopping experiences.
- Global e-commerce expansion and cross-border shopping: As e-commerce becomes more global, new challenges and opportunities for international trade arise.
These trends show that the e-commerce sector will continue to be shaped by technological advances, changing customer preferences and increasing globalisation. Companies must adapt to these developments in order to remain competitive.
