AI to redefine eCommerce discovery, emotion & subs by 2026

Ecommerce leaders expect 2026 to be defined by heavier use of artificial intelligence across discovery, subscriptions and customer journeys, with a growing focus on data quality and emotional cues rather than front-end design.

Executives from Athos Commerce, PushON and Genstore say retail growth will depend on how well brands connect product information, shopper intent and AI systems that can act on behalf of consumers.

Discovery infrastructure

Kate Massey, General Manager for APAC at Athos Commerce, said product discovery is shifting from a standalone function to a core system within eCommerce operations.

"Product discovery in 2026 isn't just about being found. It's about being the next logical choice. When every piece of data, content, and intent aligns, the shopper's path feels effortless, and that's what drives loyalty."

Massey expects search, recommendations, merchandising, content and logistics data to be managed as a single stack rather than fragmented tools. She argues that retailers will need to design their product and data architecture around this, treating discovery as part of the store's core infrastructure.

Athos Commerce is seeing more brands invest in clean product data and connected systems as a marker of operational maturity, according to Massey. She links effective discovery to improvements in marketing, merchandising and fulfilment performance.

Massey also expects AI-powered search to be standard rather than a differentiator. She points to systems that interpret shopper context and intent, using structured product data, behavioural signals and first-party information.

She says brands that build those foundations will be able to control their own customer experience rather than relying on third-party platforms.

Shopping with AI

Massey notes that product discovery is no longer confined to on-site search bars. She highlights social feeds, video, voice and live shopping as entry points that require consistent product data and taxonomy across channels, from inventory systems to creative assets.

She identifies conversational commerce as a key shift in 2026, citing ChatGPT's shopping capabilities as an example of how consumers can describe needs in natural language and receive curated product suggestions within a chat interface.

In this environment, Massey says that discovery performance depends on data quality and structure. She frames enriched, standardised product information as equivalent to search engine optimisation for AI systems, with model-readable content needed for algorithms to interpret, match and recommend products.

Massey expects retailers to measure how quickly and confidently shoppers move from curiosity to purchase, and to use those insights to adjust creative, product naming and merchandising approaches.

Flexible subscriptions

Simon Wharton, Founder of eCommerce agency PushON, sees subscription models remaining important for retailers, but under more scrutiny from cost-conscious customers.

He predicts higher expectations for flexibility in 2026, with consumers paying closer attention to recurring commitments and focusing on monthly disposable income.

Wharton expects shoppers to favour brands that allow pausing, one-off purchases, loyalty linkages and mix-and-match replenishment instead of strictly fixed contracts.

He also anticipates wider adoption of AI within eCommerce infrastructure, not only for recommendations but for agentic systems that plan and optimise transactions for shoppers.

These agents could handle tasks such as comparing retailers, restructuring baskets around budgets, or anticipating service issues and intervening before they result in complaints, Wharton suggests.

Simon Wharton, Founder, PushON, said, "Subscriptions will continue to be a major revenue driver in 2026, particularly across consumables, lifestyle products and memberships. But the landscape around them is shifting."

"Consumers are becoming far more conscious of how many ongoing payments they're tied into, and they're thinking harder about the money in their pocket each month. Instead of rigid, commit-or-cancel subscription schemes, shoppers will favour brands that offer flexibility, such as pause options, one-time add-ons, loyalty-linked discounts, and mix-and-match replenishment."

"More broadly, 2026 will be the year AI moves into infrastructure within eCommerce. Agentic commerce, where AI systems plan, source and optimise on behalf of the shopper, will begin to surface in meaningful ways. Instead of simply recommending products, these systems will automatically coordinate tasks such as comparing retailers, reshaping baskets to fit budgets, and pre-empting service issues before they become customer complaints."

"For retailers, the opportunity will be to build subscription schemes that earn their keep, and to embrace AI in ways that genuinely simplify the customer journey. Those that manage both will be well placed in a year where shoppers expect transparency, control and intelligent support as standard."

Emotional journeys

Junwei Huang, Chief Executive of AI-native eCommerce platform Genstore, frames the next phase of online retail as "emotional commerce", where user interfaces adapt to the shopper's emotional state.

Huang expects this to move from experiment to standard expectation by 2026. He predicts retailers will adjust layouts and options dynamically, simplifying journeys for frustrated users or widening discovery for engaged ones.

Huang describes this as a way to reduce the emotional burden of buying online, using real-time emotional signals as data rather than relying on static personalisation segments.

He argues that while many eCommerce sites still offer similar experiences, emotional commerce represents a form of personalisation that shoppers will actively perceive.

Huang also forecasts that by 2026, the first brand operated primarily by AI will achieve profitability. He believes most customers will see this as a routine development if core outcomes such as delivery reliability, pricing and returns remain satisfactory.

Huang says consumers already assume brands use AI and are more focused on frictionless outcomes than on whether humans or machines run specific processes.

He expects the boundary between human and machine operations in retail to continue to blur as buyers select brands that minimise both emotional and operational friction.