Trends in Commerce 2027

Commerce is becoming more connected, more competitive, and more platform-driven. Consumers expect frictionless experiences across every touchpoint — from discovery and checkout to delivery, service, and returns. At the same time, AI is reshaping how products are found, recommended, and purchased, while retail media, social commerce, and marketplaces continue to shift power across the ecosystem. 

This panel explores the developments shaping commerce in 2026: the growing influence of AI on shopping behavior, the next phase of omnichannel retail, the battle for customer loyalty beyond price and convenience, and the increasing importance of profitable growth in a demanding market environment. How can brands stay visible when discovery journeys are changing? What role will marketplaces and platforms play in the future of commerce? And where can companies still create real differentiation in an increasingly standardized customer experience?