The 2026 Ecommerce Trends Report
How do shoppers discover products today — and what determines whether they actually buy?
Our latest consumer research unpacks the behaviors shaping modern retail, from discovery inside commerce environments to the growing impact of price, promotions, and product availability on purchase decisions.
Understanding the Consumer Behaviors Shaping Ecommerce in 2026
Ecommerce continues to evolve as shoppers move fluidly between digital channels, retailer platforms, and physical stores. For brands and marketers, understanding how consumer behavior is shifting is critical to improving ecommerce performance and driving measurable retail outcomes.
The 2026 Ecommerce Trends Report explores the forces reshaping how shoppers discover, evaluate, and purchase products across retail environments. Based on new consumer research, the report examines the behaviors influencing product discovery, brand selection, and purchase decisions in today’s increasingly complex commerce landscape.
One of the most significant shifts highlighted in the report is where discovery actually happens. While social media, search, and digital advertising often create awareness, many consumers first encounter new products while already browsing retailer websites, retailer apps, or physical store shelves. As a result, retail environments are playing an increasingly important role in shaping both discovery and conversion.
The report also examines how economic pressure and price sensitivity are influencing shopper behavior. As consumers become more intentional with spending, promotions, discounts, and retailer incentives are playing a larger role in determining which products ultimately make it into the cart.
Another key theme explored in the research is the growing impact of product availability and retailer experience on purchase outcomes. When shoppers encounter friction — such as unavailable products or confusing purchase paths — they often switch retailers, choose alternative brands, or abandon the purchase altogether.
Together, these behaviors illustrate how ecommerce is becoming more retail-driven, price-aware, and conversion-focused. For brands and digital marketers, adapting to these shifts requires a deeper understanding of how discovery, retail presence, and shopper intent intersect throughout the purchase journey.
The 2026 Ecommerce Trends Report provides insights to help brands:
Understand how consumers discover new products today
Identify the factors that influence brand choice and switching behavior
Adapt ecommerce strategies to evolving shopper expectations
Improve conversion across retailer websites and digital commerce channels
Align marketing investment with real retail outcomes
For brand marketers, ecommerce leaders, and retail media teams, these insights offer a clearer view of how consumer behavior is evolving – and what brands must do to stay competitive in the rapidly changing retail landscape.
Download the full report to explore the research and learn how shopper behavior is reshaping ecommerce performance in 2026.