In the next 18 months, retail will undergo changes that will surpass in scale everything that has happened in the past decade. 

This forecast is contained in a recent report by Akeneo, a French technology company specializing in product information management. 

Experts note: it is precisely the acceleration of technological progress and the return of customers to shopping centers that will  define the face of retail in 2026.

The convergence of AI, new regulations, and circular consumption

The report emphasizes that the industry is being influenced by several powerful trends simultaneously: the rapid development of artificial intelligence, regulatory changes, and the growing popularity of circular consumption. These factors are changing how consumers find, evaluate, and purchase goods. Brands that invest in accurate, consistent, and transparent information about their products gain a competitive advantage.

Akeneo CEO Romain Foa notes: despite the rapid adoption of AI in commerce by the largest retailers, the technology is currently going through a critical phase of building trust. Research shows that only 27% of customers who have used AI-assisted checkout are willing to repeat that experience. This underscores the importance of transparency and clear communication about how such tools work. «AI does not drive sales if consumers don't trust it», emphasizes Foa. During the 2025 holiday season, the brands that succeeded were those that managed to explain to clients how AI enhances the accuracy, convenience, and value of purchases.

A shift in consumer behavior and new sales channels

A dramatic shift is expected in 2026 in how people plan to make purchases. More than half of consumers are willing to buy through third-party apps rather than on brand websites. This blurs the traditional model focused on attracting buyers to proprietary channels. Google, Amazon, and ChatGPT are becoming competing conversational storefronts, where high-quality and consistent product information essentially becomes the brand's main «salesperson».

Now a buyer can find, evaluate, and purchase a product without ever visiting the brand's website. If product data is incomplete or inconsistent, the product simply won't be noticed. Therefore, improving the quality, completeness, and consistency of information across all channels becomes critically important for restoring customer trust.

The revival of offline retail and new customer expectations

Another important trend is the return of customers, especially from Generation Z, to shopping centers. Brands that previously operated only online are actively opening offline stores. During the 2025 holiday season, e-commerce risks ceding ground to traditional retail. Even though online purchases often seem more advantageous, many consumers are disappointed when products do not meet expectations, leading to high return rates.

Customers expect from offline stores the same high level of service and transparency as online. This requires retailers to implement new technologies, automate processes, and provide the most complete product information possible.

Investments in AI and infrastructure: challenges and prospects

Despite the rapid growth in investments in artificial intelligence — more than 1,300 startups are already valued above $100 million — a significant portion of the market is speculative in nature. However, even if consolidation follows, the created infrastructure will become the foundation for the next wave of innovation in retail.

2026 will be a turning point for the retail trade. Success will be achieved by those brands that can ensure transparency, accuracy, and consistency of product information across all channels, as well as build trusting relationships with buyers — both online and offline. Investments in technology and competent communication with customers will become the key to leadership in the market of the future.

If you are planning to outpace your competitors and increase turnover, then we are waiting for you at the cross-industry exhibition of the light industry «Interfabric», where under one roof at Crocus Expo you will find:

- a fabrics exhibition,

- a home textiles exhibition,

- a technical textiles exhibition,

- a sewing equipment exhibition,

- a non-woven materials exhibition,

- a fashion exhibition,

- a textile industry exhibition.

See you in the new season of «Interfabric»!