As we gear up for the New Year, Exactly.com spotlights the trends that are set to redefine e-commerce in 2026. Mark Andreev, COO at Exactly.com and a renowned fintech leader with decades of experience launching card payment solutions, shares his expert predictions for the year ahead.  

“Omnichannel isn’t optional anymore; it’s the foundation for trust,” said Andreev. “Personalisation and social commerce are reshaping journeys, turning casual engagement into transactions and brands into recognisable identities that consumers notice and respond to. Together, these elements create a seamless, connected experience that customers demand for 2026.”  

Reflecting back on 2025, Mark Andreev notes the major progress retailers have made in integrating offline and online channels. He also highlights the continued rise of social commerce and how, over the past year, staying competitive meant navigating economic pressures and adapting to regulatory shifts.  

“We’re already seeing the early emergence of agentic commerce, and we expect this trend to accelerate as consumers demand new levels of convenience,” Andreev added. “At Exactly.com, our experts anticipate that AI will likely play a vital role in helping users research, compare, and we may even see test runs of autonomous transactions, ushering in a new era where AI is a key driver of the shopping experience.”  

Retail leadership is also undergoing a transformation: digital businesses must keep pace with AI-driven consumer expectations, while brick-and-mortar stores need to figure out ways to integrate AI to enhance in-store experiences. In short, algorithmic leadership will be crucial to maintaining a competitive edge in the near future.  

However, for AI and social commerce to thrive sustainably, Andreev explains that some long-standing trust challenges must be first addressed. As we look toward 2026, building customer confidence will be critical and should remain a central focus for retailers, both online and offline.  

“Shoppers are now demanding more than just a fast checkout and convenience – they expect transparency, security and a frictionless experience across channels that doesn’t involve a trade-off between safety and convenience,” Andreev emphasised.  

Mark Andreev’s insights signal a pivotal year ahead for e-commerce, with trust, integrated channels and AI-driven convenience set to redefine how consumers shop in 2026.