Article
February 11, 2026 · 6 min read timeRetail is undergoing a major transformation. AI, personalisation and new shopping behaviours are reshaping the industry at a pace that exceeds many predictions. In January, we attended the NRF Big Show event in New York, where leading industry players gathered to share their views on the future. Here are five key trends shaping the direction of retail in 2026.
1. Agentic commerce: when AI makes purchases on your behalf
We are entering the era of agent‑based commerce, where AI agents not only recommend products but also make purchase decisions on the user's behalf. This means that the future “customer” may well be an AI agent that compares prices, evaluates products and places orders automatically based on user instructions as well as past preferences and needs.
What this means in practice:
When the fridge detects that something is running low, it automatically orders missing groceries
AI assistants compare offers across online stores and choose the best one
Brands are racing to become the preferred choice of AI agents
“This is going to be big. At the event, Jason ‘Retailgeek’ Goldberg highlighted agentic shoppers as a major theme and explained how, already in summer 2025, the volume of shopping‑related conversations people had with ChatGPT was so high that it effectively ranked as the world’s ninth‑largest e‑commerce site. And at that time, you still couldn’t complete the purchase directly through ChatGPT”, says Ville Henriksson, Senior Service Designer at Nitor.
At the NRF event, Google also launched its new Universal Commerce Protocol (UCP), enabling agentic purchasing. Henriksson predicts a huge shift across the industry.
“For brands, this means above all that product data must be impeccable. Whether the product is a carton of milk or a piece of clothing, its descriptive marketing texts and attribute‑level data must be top‑quality. You also need to articulate clearly how the product serves a specific buyer and their need”, Henriksson notes.
In the future, a consumer may simply give the agent a price range and a prompt describing the intended use of the product. Ideally, the agent will have enough data on personal preferences and previous purchases to confidently suggest the right product. It will also understand the brands and cultural references that matter to the user.
2. Conversational AI transforms customer interaction
Conversational AI, capable of understanding both spoken and written language, elevates customer interactions to a new level. These are no longer rule‑based chatbots, but systems that understand natural language and anticipate needs. They can ask clarifying questions, interpret context and adjust their tone to the situation.
What this means in practice:
Multimodality (speech + text + images): Conversational AI isn’t only about speech, but it often processes multiple input types, creating a richer customer experience
AI can understand the customer’s goal even when the customer cannot precisely describe the issue
Seamless transitions between AI and human agents without losing context
“An AI‑powered chatbot can detect a user’s purchase intent and recommend suitable products and services. A good example of this is Ralph Lauren's app, which includes a virtual stylist and shopping assistant called 'Ask Ralph'. It detects purchase intent, suggests outfits and solves styling challenges. The more the customer uses it, the more personalised the recommendations become”, says Eveliina Lakka, Business Strategist at Nitor.
Henriksson highlights another example: before going on holiday, one user searched for suitable sunscreen for their child at a local pharmacy. They asked ChatGPT for advice, eventually took a photo of the shelf and asked the AI to choose the best option. The sunscreen turned out to be an excellent pick.
“This level of service removes uncertainty and enables customers to make confident decisions with minimal effort”, he reflects.
3. Hyper‑personalisation elevates the customer experience
Hyper‑personalisation goes far beyond traditional recommendations. It aims to understand the customer’s context so accurately that the service feels anticipatory and individualised, without requiring any search or browsing.
What this means in practice:
Real‑time recommendations that account for location, schedule, mood and past choices
Online stores dynamically adapt product listings, content and interface elements for each user
A service can propose solutions before the customer recognises the need themselves
“We’ve moved from segmentation to personalisation, and from personalisation to individualisation. Whereas the target group used to be ‘a young woman living in Helsinki’, it's now one specific person. Marketing communication is tailored to the individual, not the segment. And it's no longer enough to reflect past behaviour; the expectation is that brands understand who we aspire to be in the future”, says Eveliina Lakka.
“Here, too, precise data is crucial. The consumer must be understood on an individual level so they can be offered personalised product information – even individually tailored marketing descriptions”, Henriksson adds.
4. Loyalty is built before the shopping basket
Customer loyalty is no longer created solely by loyalty points. Brands build loyalty long before a purchase through content, communities and shared values. Loyalty emerges by being present everywhere the customer is.
What this means in practice:
Brands create content that inspires even before the buying moment: recipes, style guides, communities and more
Brands can “read minds” and offer the right product at exactly the right time
“This experience‑driven approach requires knowing the customer deeply. At the NRF event, there was much discussion on how to create a sense of community and belonging around a brand”, says Karoliina Heikkilä, Account Director at Nitor.
“The CEO of outdoor brand North Face explained how the company originally targeted mountaineers. The customer base has since expanded significantly, and now the brand attracts people who want to identify with the community and align with its values and story.”
In creating the brand story, social media and influencer collaborations also play a significant role. Consumers increasingly expect brands to offer relatable, meaningful ways to connect.
5. “Commerce everywhere”: a seamless experience for the consumer
Traditional omnichannel thinking is giving way to 'commerce everywhere', where purchases happen anywhere: in‑store, online, on social media, in messaging apps, via voice, inside games or even through AR glasses.
What this means in practice:
Brands lose control but gain presence
API‑first and headless commerce architectures enable rapid adaptation to new channels
“Here, you need to manage the system, not just individual channels. If the right pair of shoes isn’t available on the shop floor, a store associate can recommend and sell the suitable product from the retailer’s online marketplace instead. Even if the purchase happens in another channel, the associate still receives their commission”, Henriksson explains.
“Shopping blends into everyday life. You might order milk on WhatsApp or ask for a price on TikTok. What matters most is that the experience is seamless.”
Summary: Technology serves humans, not the other way around
The trends of 2026 tell a clear story: technology is advancing rapidly, but success depends on how well it serves human needs. Agentic commerce, conversational AI and new channels are tools for building deeper, more meaningful customer relationships.
At Nitor, we believe the best customer experiences are created by combining cutting‑edge technology with creativity and human insight. The future of retail is not either‑or, but both‑and: intelligence and empathy, automation and human connection.
Would you like to upgrade your online store to meet 2026 standards? Get in touch with us!
Written by
Eveliina Lakka is a Business Strategist at Nitor. She has ten years of hands-on experience in building digital marketing capabilities, leveraging the newest martech tools, and bringing marketing and business closer together. In her free time, you can find Eveliina lacing up her running shoes, diving into a good book, or planning her next hiking adventure.
Ville Henriksson is a multidisciplinary service designer who specialises in retail solutions. In his work, he operates at the intersection of user experience, business requirements, and product data - particularly how intelligent systems enable new forms of commerce experiences. In his free time, he explores the world of mid-century Finnish design and dreams of being a furniture maker in his workshop.
Karoliina Heikkilä specialises in bridging technology and business in the retail sector. With extensive experience as a project manager, team leader, and account director, she helps companies solve critical business challenges through technology. Karoliina's strength lies in transforming abstract concepts into concrete, human-centric solutions. In her free time, Karoliina enjoys skiing, running and long dinners.
