Ecommerce & Growth Marketing Trends

AI Driven Personalisation is ‘Table Stakes’

Artificial intelligence is no longer a differentiator; it’s embedded in the foundation of every successful ecommerce strategy.

Capital One and Demand Sage estimate that 85% of online revenue will be influenced by AI powered recommendations and dynamic content. Brands that rely on static segmentation will fall behind, as consumers expect every interaction across web, email, and ads to feel uniquely tailored to them and relevant to their purchasing intention.

Social & Conversational eCommerce Go Mainstream

Social platforms are now core sales channels, not just awareness drivers. Shoppable content, live shopping, and creator storefronts are expected to top $1 trillion in sales globally by the end of 2028.

Meanwhile, AI powered chat and voice assistants are converting at rates up to 30% higher than traditional browsing, turning every conversation into a potential transaction.

Platforms like TikTok Shop and Instagram Shopping are driving rapid adoption across demographics previously considered less digitally native, with 46% of consumers having purchased products directly through social media Vs 19% in 2019

The timeline for social commerce integration isn’t ‘future-focused’ anymore. It’s an immediate competitive necessity.

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Growth Marketing Gets Predictive & Privacy-First

Performance marketing is shifting from reactive to predictive. AI models now forecast which creatives, audiences, and channels will deliver the best ROI, before campaigns even launch. By combining historical data, behavioural signals, and contextual factors, predictive models can estimate:

• Which audiences will convert
• How budget shifts impact pipeline
• Which channels are under or overperforming

Creative performance moves from a test and learn model to using historical and eye-tracking data to predict creative performance and allow smarter creative decisions ahead of campaigns launching. Maximising effective creative performance times ‘in-market’ and enabling messaging certainty.

At the same time, stricter privacy regulations mean brands must double-down on first-party data, transparent consent, and privacy-safe personalisation.

Table comparing predictive vs. traditional performance marketing metrics (e.g., CPA, ROAS, LTV).

Insight: Predictive AI improves CPA (£40 → £28), ROAS (3.0x → 4.5x), and LTV (£300 → £400)

Explore more here.

Immersive & Frictionless Shopping Experiences

Augmented reality (AR), virtual try-ons, and hyperlocal fulfilment are now expected by consumers. Brands that enable shoppers to preview products in their own space, or offer same-day delivery via local inventory, will see higher conversion and importantly, loyalty. Frictionless checkout powered by biometrics and unified commerce platforms, is fast becoming the norm.

Authenticity, Sustainability & Community Drive Loyalty

Consumers are demanding more than just convenience. They want brands that align with their values. Transparent sustainability claims, authentic partnerships, and community-driven experiences are key to building long-term loyalty. Micro-influencers and user-generated content can outperform celebrity endorsements, as shoppers seek genuine connections.

Purpose-driven brands / mission-based causes have the opportunity to enhance lifetime value by ensuring they stand by their claims and consistently reinforce their values through their communications, with their customers.

Pie chart showing consumer priorities: sustainability, authenticity, convenience, price.

Conclusion: What Should Brands Focus on in 2026?

2026 will reward brands that move fast, experiment boldly, and put the customer at the centre of every decision. Invest in AI-powered personalisation, embrace social and conversational commerce, and build trust through privacy, transparency, and authentic engagement. The brands that thrive will be those who see change not as a threat, but as an opportunity to lead their category.