According to the sixth edition of Salesforce's Connected Shoppers Report, e-commerce will continue transforming retail by 2026, driven by artificial intelligence (AI) and evolving consumer behaviour. The global study, which surveyed over 8,300 consumers and 1,700 retail decision-makers, including in Sweden and the Nordics, predicts a decrease in physical store purchases from 45% in 2024 to 41% in 2026.
The report highlights the rise of "shopping at the edge," where customers purchase outside traditional e-commerce platforms. Social media plays a crucial role, with 53% of consumers discovering products via platforms like YouTube, Instagram, and Facebook, up from 46% the previous year. Many purchases now happen directly through social media or messaging apps, particularly among younger consumers.
Retailers are investing in "Unified Commerce" to meet demands for a seamless online and offline experience. Some 88% of retailers consider it essential to integrate e-commerce, physical stores, order management, and marketing into a single platform. Although this integration faces challenges like high costs and outdated systems, it is seen as vital for leveraging AI and increasing efficiency.
AI is considered the most significant opportunity for retail. About 84% of companies are already using AI for customer service, personalised offers, and inventory management. The emergence of AI agents, capable of autonomous actions such as product comparisons and payments, is expected to transform purchasing processes. Retailers believe these agents will be crucial for competitiveness by 2026.
AI-driven customer service is becoming common, offering real-time assistance in multiple languages without increasing staff. Meanwhile, the lines between physical and online shopping are blurring, with many retailers offering "buy online, collect in store" services and in-store returns for online purchases. Shoppers increasingly use smartphones in physical stores to compare prices and access loyalty programmes, merging the digital and physical retail experience.
Source: www.ehandel.se