NRF 2026 marked the shift from AI hype to real-world execution. This recap highlights the four strategic themes digital commerce leaders must act on now, from agentic commerce and data discipline to unified commerce and next-generation loyalty.

An expert's behind-the-scenes look at NRF 2026, where global retailers reveal how AI is moving from experimentation to execution. From agentic commerce to AI-native experiences, this blog captures the shifts redefining retail competitiveness.

In this article, we outline the key takeaways from our Gen Z panel, from the influence of social media, the power of technology and the role of second-hand e-commerce platforms, and look ahead to what the future of e-commerce holds.

What’s next for AI, sustainability, and changing consumer expectations

AI is a topic that’s on every retailer’s mind right now.

Retail media is a fast-growing revenue stream which is taking up an increasingly larger share of the advertising market, particularly in the US.