What we learnt at Ecommerce Expo 2025

This year at Ecommerce Expo, we caught up with some of our key partners to talk about what’s next for ecommerce. From AI-driven automation to evolving subscription models, the conversations gave a clear picture of the trends, challenges, and opportunities brands need to focus on in 2026. Here’s a snapshot of what we learnt. 

AI as the new commerce engine 

BluestonePIM highlighted the rise of agentic AI — systems that don’t just assist but actively drive processes. The next wave of ecommerce will focus on automation that makes managing product data easier and smarter. Crucially, brands will be able to plug in multiple AI models for different tasks, from analytics to translation, giving them flexibility and control. BluestonePIM is positioning itself at the forefront of this shift, helping brands manage complex SKUs and large-scale remodels while preparing for a more AI-driven commerce landscape. 

Migration with an eye on the future 

Commerce emphasised that choosing the right platform isn’t just about the here and now, it’s about long-term strategy. For brands, successful migration hinges on a holistic view of the consumer experience and a partner that’s ahead of the curve. The key takeaway: brands should pick solutions that allow them to plan for evolving consumer behaviour, not just tick boxes for immediate needs. Long-term partnership and foresight are what set the right platform apart. 

Subscription models get personal 

Subscription commerce continues to grow, but the focus is shifting from volume to personalisation. Recharge highlighted that in 2026, the best subscription experiences will be those tailored to individual customers: considering factors like location, lifestyle, family setup, and product usage patterns. Lowering technical barriers to personalise offerings, testing new merchandising paths, and integrating across multiple channels will be critical to keeping subscribers engaged and reducing churn. It’s not just a recurring sale; it’s a fully customised experience. 

Loyalty beyond discounts 

Loyalty programmes are evolving from simple points-based schemes into differentiators that deliver unique brand experiences. According to Yotpo, successful loyalty in 2026 will focus on engagement that goes beyond discounts; experiences that feel meaningful and tied to the brand’s identity. The brands that get it right will use loyalty as a tool for brand differentiation, deepening relationships and encouraging repeat business through authentic value rather than just incentives. 

The bottom line 

Ecommerce in 2026 is shaping up to be smarter, more personalised, and more strategic. AI, platform choice, subscriptions, and loyalty will all play a bigger role, but the common thread is clear: brands that plan ahead, embrace innovation, and put the customer at the centre will have the advantage. 

Watch our VP of Commerce, Al Ward below as he chats with our partners at Ecommerce Expo about their industry forecast for 2026.  

PLAY VIDEO

...