What eCommerce brands need to know in 2026 – trends, tips and predictions

While retailers race through the biggest shopping weeks of 2025, the real opportunity lies in what comes next. Our Marketing Manager, Hannah Masterman, shares her predictions for the year ahead.

2025 has brought high pressure to the sector. With the cost of living crisis, rapid tech shifts and changing behavioural patterns from customers, eCommerce retailers need to take stock and consider their approach to 2026.

Varying results in 2025 for large marketplace players

The major marketplace players have experienced mixed results this year. Etsy and Temu, in particular, have seen very different performances.

• Etsy active buyers: down 5% year on year
• Temu revenue: up 9% year on year (Q3 2025)

These two marketplaces could not be more different. One focuses on handmade and vintage products that appeal to shoppers seeking sentimental gifts. The other is a low cost marketplace built on extremely competitive pricing and gamified features such as in-app games that encourage dwell time and create the impression of better deals.

Etsy’s active buyers were down 5 per cent year on year in 2025 and growth has slowed. In contrast, Temu’s Q3 2025 revenue increased by 9 per cent year on year. Despite its reputation for low quality and misleading advertising, as well as a 2.1 Trustpilot rating and a 2 million dollar Federal Trade Commission fine, Temu continues to gain traction with shoppers.

This suggests two things. The cost of living crisis is significantly affecting spending habits, and gamification is effective. Customers are seeking value and Temu’s pricing, combined with engaging mechanics, is currently outperforming Etsy’s craft-led approach.

Social Commerce: Will the bubble pop?

Most of us know someone who is hooked on TikTok Shop. It has become the QVC of 2025. While product demonstrations are not new, social commerce is reshaping how influence works.

Traditional influencer marketing (think Molly Mae, Joe Wicks or MrBeast), appears to have passed its peak. Consumers are more aware of sponsored content and are treating it with increasing scepticism. As a result, a new style of TikTok marketing has taken hold. Everyday creators show products through videos and livestreams with clear links to purchase.

From conversations with colleagues and clients, the purchasing journey tends to follow a consistent pattern. The algorithm presents a video or livestream showing the product in use, either directly or woven into lifestyle content. The shopper then follows a link to the creator’s shop section, which rewards the creator for each sale.

As more creators adopt this approach, saturation is likely and a level of fatigue may follow, similar to the decline in large scale influencer marketing. However, the current results are strong and retailers not exploring TikTok Shop may be missing out.

One of our eCommerce clients, who had previously sold exclusively through a WooCommerce website, trialled a TikTok Live and experienced a 520% increase in revenue that quarter compared to the year before. Expanding into different channels can open the door to an entirely new audience.

The omnichannel experience matures

Retailers looking to improve their ecommerce reach in 2026 should be looking further than their organic and paid traffic. Other online channels are now playing a role in purchasing decisions. For example, Pinterest has shifted from being an inspiration tool to directly influencing purchasing decisions, with users making unbranded searches and converting there and then. I’d encourage FMCG and fashion retailers to take another look at Pinterest. Pinterest drives 2x more traffic to shopping sites than Facebook so it’s not one to overlook!

It’s also time to look offline. Brand activations are working harder than ever, especially when a brand has an opportunity to spark an emotional connection with a well-timed, well-matched collaboration. Look at the LEGO X Formula 1 Build the Thrill experience – for Formula 1’s 75th year, LEGO delivered a suite of partnership activations, from Fan Zones at races, in-store experiences, pop-up stores and publicity stunts, including using a full-sized driveable LEGO 1950s Cadillac to chauffeur the top three drivers to the podium at the Las Vegas Grand Prix. LEGO has credited strategic partnerships as a key element of its recent market growth for a number of years.

Whilst the majority of eCommerce retailers cannot claim to have the connections or resources that LEGO enjoys, it’s a lesson that resonates across the industry – partnerships make us stronger, and getting into the real world and aligning to events that are happening can make all the difference to your online sales. Customers don’t exist entirely online, providing a coherent omnichannel strategy that speaks to your customers in the real world, on social media and on your website is what consumers are expecting.

Gen Z emerges as spenders and splurgers

Gen Z’s average age is now 22 and 19% of Gen Zers are in decision-making roles at work. This means their spending power, and crucially their spending behaviour, must not be overlooked. From using social media as search engines, to using AI tools to curate their next purchases, algorithmic influence is a key factor in where this generation spend, and where they don’t. In research shared by PWC, Gen Z’s spending indicates that they are value-conscious, rather than price-conscious. PWC found that emotional and social value inform the buying decision, just as much as discounts.

Value-driven purchasing from this demographic has lead to a return of the circular economy. For Gen Z, a desire to be sustainable, combined with the cost of living crisis has led to a growing trend of reselling and second-hand purchasing in 2025. Big brands have taken notice – earlier this year, eBay collaborated with Marks & Spencer to launch the retailer’s first dedicated resale service on eBay. The partnership allows customers to trade in pre-loved Marks & Spencer items online or in-store, giving these high-quality products a second life.

Ultimately, Gen Z will splurge when it makes sense to them. As PWC identify, Gen Z tie value to quality, purpose and exclusivity. Whether that’s from limited product runs, or products with a brand story that resonates, there are many ways eCommerce brands can convey value to this generation of spenders. In fact, some sites have incorporated new features that cater almost exclusively to this demographic, such as this shop by mood feature from clothing brand Cider.

Guidance for eCommerce brands in 2026

2026 will be an interesting year for eCommerce retailers. Whilst we don’t know what the year will hold, here are four key learning points from 2025 to carry forward:

Don’t underestimate Gen Z

Gen Z’s spending power is expected to reach $12tn by 20230. If you would like a slice of that pie, take stock of your products, your channels and your brand. Do these elements of your marketing mix align with any of Gen Z’s key pillars of quality, purpose and exclusivity?

We’re not saying you need to change your entire business model, but if Gen Z is a demographic you’re keen to market to, you might find that some key tweaks to your marketing mix opens up a whole new world for you. Look at the Stanley Cup – launched in 2016 the Stanley Quencher was one of Stanley’s poorer performing products. In 2020, Terrence Reilly (former CMO of Crocs) worked with influencers to get the Quencher in front of a younger audience. Today, it’s Stanley’s bestseller and is seen as a must-have accessory rather than a functional kitchenware product.

Find a partner

Market development can be risky. When it comes to reaching a new audience, partnership can make the experience much less daunting. Align your brand to one that your target audience already responds to, and with some savvy timing and authentic messaging. You might not be Lego and Formula 1, but the concept is sound. Consider sponsoring events, creating product bundles or in-person activations. The key here is relevance, ensure what you’re doing (and who you’re doing it with) is relevant to you and your intended audience for a collaboration that cuts through the noise.

Extend the experience

In 2026, your eCommerce store needs to be more than products displayed in a grid on a page. It needs to solve problems for your customers. Features such as wishlists have always ranked high on our eCommerce tips articles in the past. However, in 2026, users expect more from their shopping destinations. Wisepops is a company specialising in AI-powered onsite engagement tools. Take a look at their case studies for AI tool inspiration.

2026 – your best year yet?

There’s a lot of uncertainty surrounding 2026 – supply chain challenges and the cost of living crisis mean it’s natural for ecommerce companies to feel nervous. However, 2025 has given us a great deal of insight into spending behaviour under these conditions, and there are plenty of opportunities to make great progress in 2026.

We hope you found these tips useful. If you would like to unpack 2025, and discuss how 2026 can be your best year yet, get in touch for an informal chat.