Exploring the Future: Ecommerce Predictions for 2026

As we get ready for another rollercoaster in 2026, ecommerce landscape is poised for continued transformation. In the last podcast of the year, James and Paul explore the trends and innovations that they think are set to define the industry.

Sponsored by Shopify, this episode offers an interesting analysis of what the future holds for ecommerce businesses.

Summary:

2025 has been a whirlwind, and as we look ahead, the question on everyone's mind is: what will 2026 bring? James and Paul put their necks on the block, predicting the future & focusing on key areas such as the evolution of the point of purchase, the expanding role of SEO and agentic commerce, and the strategic use of technology.

Key predictions:

Point of Purchase Evolution:

The traditional ecommerce website is still critical but where people buy is evolving. James predicts a shift towards instant checkouts and purchases made directly from ads, thanks to innovations from companies like PayPal and Stripe. This evolution is expected to increase the percentage of sales made outside traditional platforms.

SEO and agentic optimisation:

As AI continues to advance, the role of SEO is expanding. Paul highlights the need for businesses to adapt to new optimisation techniques that blend traditional SEO with agentic engine optimisation. This shift is expected to reignite the SEO industry, offering new opportunities for growth and innovation.

Tactical middleware:

The use of tactical middleware is set to become a game-changer for businesses. By leveraging third-party apps like Airtable and SuperBase, companies can solve specific challenges without the need for complex integrations. This approach simplifies development and reduces costs, making it an attractive option for many.

Inside Commerce's predictions for 2026 paint a picture of an industry in flux, driven by technological advancements and changing consumer behaviours. As businesses prepare for 2026, staying informed and adaptable will be key to success.

What you'll get from the podcast:

• Gain insights into the latest ecommerce trends and how they affect business strategies.
• Understand the impact of AI on product discovery and customer engagement.
• Learn about the strategic shifts in customer loyalty programs.
• Discover the role of data intelligence in driving business success.
• Explore the growing influence of social commerce platforms like TikTok.

It has been another busy year in ecommerce, the year when AI became mainstream and sped into town on a wave of hype.

Our State of Industry podcast offers a strategic review of the ecommerce landscape during the past year, focusing on key trends and developments.

The episode delves into the impact of tariffs on cross-border trade and the genuinely transformative effect AI is having on the industry, highlighting how these factors have shaped business strategies and market dynamics.

We discuss the challenges and opportunities presented by AI, particularly in product discovery, and the significant increase in AI-driven traffic to retail websites.

We also explore the evolving nature of customer loyalty programs, emphasising the shift from traditional points-based systems to more strategic, value-driven approaches that foster deeper customer relationships.

The podcast further examines the role of data intelligence in enhancing business decision-making, with a focus on the growing sophistication of data analysis tools and the importance of integrating AI capabilities.

Social commerce is also covered, noting the rise of platforms like TikTok as key players in the ecommerce space, rivaling established giants like Meta.

Key chapters:[00:00:30] Introduction and Overview[00:03:30] Impact of Tariffs and AI[00:10:00] Customer Loyalty Evolution[00:16:00] Data Intelligence in E-commerce[00:22:00] Rise of Social Commerce

*** the sound balance is a bit off on this episode and we couldn't resolve it in editing - apologies!

Shopify's bi-annual Editions launch is a key industry event that generates a lot of buzz.

Learn about the latest developments from Shopify's winter editions with Ben Homer, Senior Solutions Engineer at Shopify.

The discussion centers around the transformative impact of AI and agentic commerce on the platform, highlighting Shopify's commitment to enhancing both user and developer experiences.

Why listen:

• Get insights into Shopify's strategic direction
• Understand the potential of AI in commerce
• Learning about new tools that democratise business capabilities.

Key discussion points:

• Shopify's AI integration: explore how Shopify is leveraging AI to enhance platform capabilities, including the rollout of agentic commerce tools like Sidekick.
• Catalogs API Access: learn about the new access for developers to Shopify's catalogs API, enabling innovative tooling and expanded commerce capabilities.
• Pulse and SimGym: discover how these tools are democratising data-driven insights and testing, making advanced capabilities accessible to businesses of all sizes.
• Future of Shopify Flow: understand the potential of Shopify Flow in automating complex tasks and enhancing operational efficiency.
• Tinker and A/B Testing: get a glimpse into upcoming tools designed to simplify content creation and enhance hardware connectivity for Shopify users.

Stay connected with the leading ecommerce platforms. In this episode, we interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer, Remarkable Commerce and SCAYLE Commerce Engine for a fireside chat on what’s happened in Q2 2025.

Every 6 months, we catch-up with the leadership teams of leading ecommerce vendors so you can hear directly from them about their strategic and product focus.

For this episode, we tackle three key strategic questions:

1. How have the vendors seen the platform market evolve in 2025, and what tech trends are they focused on?
2. Strategic direction of travel - what's shaping their current business strategy & why?
3. Product roadmap - key releases from Q2 2025, what they mean for retailers.

Timings:

• [01:50] Remarkable Commerce
• [23:45] Centra
• [41:00] BigCommerce
• [1:02:35] Commerce Layer
• [1:17:10] Shopify
• [1:36:00] Scayle Commerce Engine

This podcasts explores the evolution of performance marketing in 2025 with Josh Duggan, co-founder of award-winning agency Vervaunt.

With over 14 years of experience, Josh shares his expertise on how digital marketing optimisation has changed, focusing on measurement and the impact of new technologies.

Key reasons to listen:

• Expert insights: gain valuable knowledge from Josh, who has worked with globally recognised brands like Doc Martens and Mulberry.
• Latest trends: understand the current trends in performance marketing, including the shift towards profitability and the importance of data-driven decisions.\
• Technology advice: learn about Northbeam's new deal with Google, providing 30-day impression data, a game-changer for marketers.

Key discussion points:

• The evolution of Black Friday from a weekend event to a month-long shopping period.
• The importance of measurement tools like Triple Whale and Northbeam in understanding customer journeys and optimising ad spend.
• The role of geo-based testing in enhancing brand awareness and measuring incremental ROI.
• Strategies for leveraging customer lifetime value (LTV) to drive profitability.
• The significance of aligning KPIs across teams to ensure cohesive marketing strategies.

Josh emphasises the need for brands to focus on tangible profitability and to use 3rd party tools effectively. For example, with the introduction of Northbeam's 30-day impression data, marketers can now gain deeper insights into customer interactions, paving the way for more informed decision-making.

Tune is for your roadmap to navigating the complexities of digital marketing.

Chapters:

[00:30] Introduction to Performance Marketing Trends

[03:15] Black Friday Insights and Retail Trends

[06:05] Shifts in Consumer Behaviour and Discount Strategies

[09:50] The Importance of Measurement in Marketing

[12:30] Evolution of Measurement Tools and Technologies

[15:25] Understanding Customer Lifetime Value (LTV) and CAC

[18:35] Geo-Based Testing and Incrementality

[21:10] The Role of Third-Party Tools in Measurement

[24:20] The Future of Measurement in Performance Marketing

Here's why you should listen to this podcast...

25% of adults worldwide are affected by disability, whether temporary or ongoing, and they control around $8 trillion in disposable income. When you're not focusing on accessibility, you're leaving money on the table as an ecommerce brand.

Chapters:

• [00:30] Introduction to Web Accessibility
• [06:00] Understanding the Economic Impact
• [13:00] Legal Implications and Compliance
• [21:15] Practical Steps for Accessibility
• [29:45] Tools and Resources for Testing
• [36:00] Future of Accessibility in Digital Commerce

Investment in accessibility can deliver an ROI

Building accessible websites is not just a moral & legal obligation but a strategic business move. In this podcast, we explore the criticality of web accessibility, revealing how it can significantly boost your ROI.

Join us and web accessibility expert Bet Hannon, CEO of AccessiCart, to learn about the tangible benefits of making your website accessible to all users, and how this inclusivity translates into better user experience and increased conversions.

What you'll learn:

• The impact of web accessibility on business success.
• Practical steps to enhance your website's accessibility and the potential financial gains from doing so.
• Actionable insights and real-world examples that demonstrate the power of inclusive design.

Key discussion points:

• The broad impact of web accessibility on user experience and ROI.
• The evolving landscape of accessibility legislation in the US and EU.
• Real-life examples of businesses that have benefited from accessible design.
• he role of automated and manual testing in identifying accessibility issues.
• Legal implications and the cost of non-compliance with accessibility standards.
• How to calculate the ROI of accessibility improvements.
• The importance of accountability and ownership in implementing accessibility.
• Tools and resources for starting your accessibility journey. & auditing websites.

👌 Join 2,000+ digital professionals - subscribe to our newsletter here: http://eepurl.com/gJFLtj

Decoding Shopify's Strategic Shift: What It Means for Merchants

In Gartner's recent Magic Quadrant, Shopify has gained significantly in Execution and Vision. Whilst analyst reports shouldn't be seen as definitive, what's interesting is charting Shopify's fast ascent from challenger to leader.

In this podcast, James & Paul look at the key strategic developments in 2025 that have fuelled this shift, and explore what they reveal about Shopify's direction of travel, as well as the implications for ecommerce teams.

As Shopify continues to solidify its position as a market leader, understanding its strategic direction is crucial for businesses looking to leverage the platform effectively, as well as deciding if it's the right platform to bet on.

What you'll get from the pod:

Insightful analysis: get a deeper understanding of Shopify's strategic moves and how they impact the ecommerce landscape.

Expert opinion: hear from industry experts as they dissect Shopify's latest initiatives.

Actionable takeaways: discover practical insights that can help you leverage Shopify's capabilities.

Key discussion points:

AI and automation: Shopify's focus on AI capabilities aims to enhance automation and self-service, offering merchants new ways to streamline operations and improve customer experiences.

Atlas AI store builder: empowers merchants to build stores with minimal developer support, expanding accessibility and innovation in store creation.

Data strategy: Shopify's first-party data strategy is set to benefit advertising and customer insights, providing merchants with valuable data to drive decision-making.

Payment focus: The integration with Lovable highlights Shopify's commitment to securing payment processes and enhancing brand awareness.

Get James & Paul's informed perspective on how Shopify's strategic direction impacts your business.

Key chapters:

• [00:30]- Introduction to Shopify's Strategy
• [03:30]- AI and Automation in Shopify
• [10:00]- Atlas AI Store Builder
• [16:00]- Shopify's Data Strategy
• [22:00]- Why Invest In Lovable?
• [28:00]- Omnichannel Experience

Navigating the Tech Landscape: A Guide for Growing Ecommerce Businesses

Choosing the right technology can make or break your business as it scales. This episode delves into the critical decisions ecommerce leaders face when selecting tech solutions that align with their growth strategies.

Our guest, Lauren Muir, was the Head of Ecommerce at Oh Polly as it grew to £130m+ in online sales. She's seen first hand the challenges in selecting the right tech to enable growth, and has practical advice based on experience of solving these problems.

Understanding how to leverage technology effectively is key to staying competitive and meeting customer demands.

Why listen?

• Insights from two industry experts on the latest tech trends.
• Learn how to evaluate technology options that fit your business needs.
• Discover strategies to future-proof your eCommerce operations.

Key Discussion Points:

• Understanding the tech needs of a growing business: explore how technology requirements evolve as an ecommerce business matures and the importance of aligning tech choices with business goals.
• Evaluating tech solutions: criteria for selecting the right technology, including scalability, integration capabilities and cost-effectiveness.
• The role of data: how data-driven decision making can enhance customer experience and drive growth.
• Balancing innovation & stability: the challenges of adopting new technologies while maintaining operational stability.
• Future proofing your tech stack: tips on building a flexible tech infrastructure that can adapt to future challenges.

Tune in to help your ecommerce business make the right technology choices and plan for sustainable growth.

Chapters:

• [00:30] Introductions & Lauren's Ecommerce Journey

• [06:30] How Brand Maturity Impacts Tech Decisions
• [09:30] The Pros & Cons of App Stacks
• [19:00] Evaluating Technology Solutions
• [28:00] Considerations forAnalytics and Customer Experience
• [37:00] Balancing Innovation, Performance and Stability
• [46:00] Future-Proofing Tech Stacks
• [56:00] Conclusions

Subscribe to get the latest trends and insights in ecommerce direct to your inbox: ⁠⁠http://eepurl.com/gJFLtj⁠

In this podcast, discover the inspiring ecommerce growth story of Puresport, a brand that has carved a niche in the sports nutrition industry by championing authenticity and community.

Founded by professional rugby players Grayson Hart and Adam Ash, and under the expert guidance of CEO Daniel Temm. Puresport was born from a quest to find natural alternatives to painkillers, leading to the development of drug-test-safe CBD products for athletes.

The podcast explores the brand's evolution, highlighting how it has expanded its product range to include energy gels and other sports nutrition products.

What you get from the podcast:

• Understand Puresport's core philosophy, which stands firmly against the quick-fix mentality prevalent in the sports industry.
• CEO Daniel Temm shares his personal journey from professional rugby to leading a brand that prioritises long-term health solutions over short-term fixes.
• Discover the importance of authenticity in building a community, through initiatives like running clubs and product testing.

The episode touches on the challenges and strategies involved in scaling a community-driven brand while maintaining its core values.

Puresport's commitment to authenticity is not just a marketing strategy but a foundational element that resonates deeply with its audience.

Subscribe to get the latest trends and insights in ecommerce direct to your inbox: ⁠http://eepurl.com/gJFLtj

Chapters:

• [00:30] Introduction to Puresport and Its Founders
• [03:20] The Journey from Painkillers to CBD Alternatives
• [06:20] Building a Brand with Authenticity
• [09:30] Defining a Category-Defining Brand
• [12:30] The Importance of Community in Business
• [15:25] Influencer Relationships and Brand Credibility
• [25:55] The Foundation of Health: Supplements and Lifestyle
• [28:45] Building a Community-Driven Brand
• [32:15] Lessons from Product Launches
• [35:25] Leadership and Consistency in Startups
• [39:00] Navigating Subscription Models
• [44:35] Engaging Subscribers: Education and Retention

In the latest episode of our podcast, we cover the operational backbone of ecommerce businesses with industry thought leader Aran Kapila, CEO of leading integration platform HighCohesion.

As ecommerce continues to grow, and tech stacks diversify, the importance of robust operations is more critical than ever. Aran shares invaluable insights on how businesses can streamline their operations to support growth and efficiency.

Why ecommerce teams should listen:

• Scalability insights: learn how to prepare your operations for scaling, whether you're a fast-growing startup or an established brand.
• Efficiency tips: discover strategies to maintain quality and efficiency in back-office processes during rapid growth.
• Expert advice: learn from Aran and James' experience with large-scale integrations and operational transformations across various ecommerce platforms.
• Future-proofing: understand the importance of proactive planning and documentation to future-proof your business operations.

Key discussion points:

• Operational transformation: the critical role of operational planning and minimising risk based on business size and tech maturity.
• Integration challenges: the importance of maintaining seamless tech stack integrations to avoid operational bottlenecks.
• Documentation and process flows: the need for thorough documentation to ensure smooth transitions and scalability.
• Project management: the necessity of having dedicated project management resources to oversee complex transformations.

Chapters:

[00:30] Introduction and Episode Overview

[02:30] Importance of Operational Planning

[08:30] Integration Challenges and Solutions

[16:00] Role of Documentation in Scalability

[21:00] Project Management in Transformations

This episode is useful for teams looking to enhance their operational capabilities and drive sustainable growth. Tune in to gain actionable insights and strategies from industry experts.

Subscribe to get the latest trends and insights in ecommerce direct to your inbox: http://eepurl.com/gJFLtj