Latest Trends in E-commerce: What You Should Know?
What are the latest e-commerce trends? Apart from using artificial intelligence and machines for content personalisation, intelligent product recommendations and customer segmentation, we may observe virtual reality and augmented reality becoming crucial elements in e-commerce marketing efforts and the tendency to embrace social commerce. Naturally, the trend to sell cross-border is still prevalent, with new markets emerging as the next opportunities. Do you want to learn more? Then keep reading!
Key Points:
- Cross-border e-commerce continues to grow, with the global e-commerce sales expected to reach around $7 trillion in 2026.
- Artificial intelligence and machine learning are increasingly being used in e-commerce for customer segmentation, content personalisation and intelligent product recommendations.
- Virtual and augmented reality (VR and AR) are becoming key elements of marketing strategies, allowing customers to visualise products in their environment and test them in virtual fitting rooms, which reduces the number of returns.
5 Latest Trends in the E-Commerce Industry
Let’s look closely at the current e-commerce trends. What does the year 2026 bring? Here is a list!
Cross-Border Remains Popular
Cross-border e-commerce, first seen as an opportunity to combat the consequences of local market slowdowns, remains an increasingly popular option for current e-tailers with the global e-commerce sales expected to reach around $7 trillion in 2026. This is mainly due to the benefits coming with it, such as:
- Increased brand reach – It’s an opportunity to acquaint new customers with your brand and products.
- Higher revenue – New markets mean new sales, usually increasing the overall profitability of an e-commerce store.
- Building reputation – Expanding your business abroad helps you build the reputation of a trustworthy, large e-commerce store.
Add to that the fact that the customers themselves are often willing to purchase products cross-border, and you can clearly see why cross-border is popular. Therefore, at Landmark Global, we offer reliable international shipments, including customs clearance, to ensure that your parcels arrive safely and on time every time.
New Emerging Cross-Border Markets
While cross-border sales remain popular, there are new markets that have become the target of foreign online stores. Currently, we can observe a trend among e-commerce stores to approach Eastern and Central Europe, with countries such as Slovakia and the Czech Republic being the two vital markets, but also to expand their reach to more distant countries in Asia.
What are the most important Asian emerging markets currently? Namely:
- Vietnam,
- Malaysia,
- Singapore,
- Hong Kong,
- Indonesia.
We understand that these markets offer a plethora of opportunities for e-commerce stores. Thus, at Landmark Global, we have invested in international fulfillment solutions and signed partnerships with local final-mile carriers to offer you reliable delivery to these emerging markets.
Artificial Intelligence and Machine Learning
With AI becoming a buzzword across all industries, we naturally need to mention it in terms of online shopping. Currently, there are three main e-commerce trends regarding the use of artificial intelligence and machine learning:
- Customer segmentation – Firstly, AI-ML engines are more commonly used to segment customers based on their purchases, the products they view, and all other customer data that e-commerce stores acquire.
- Content personalisation – The same customer data is used to personalise the content delivered to customers via e-mail, pop-up notifications, or even messages.
- Intelligent product recommendations – Finally, AI is used to analyse customer data and prepare bespoke product recommendations based on it, hence offering products that the customers are more likely to purchase. Over 78% of companies now utilize generative AI in at least one area of their business, a significant increase from 55% the previous year. According to Salesforce, AI driven $67 billion in sales during Cyberweek 2025 alone, influencing 20% of all purchases.
In 2026, we are moving beyond simple recommendations towards Agentic AI. AI is no longer just a research tool; it acts as a shopping agent capable of executing multi-step decisions. This includes autonomously creating listings across multiple marketplaces and dynamic pricing optimization in response to real-time competitor moves.
Naturally, there are other uses of AI in e-commerce – for instance, to automate e-mail marketing campaigns. Nevertheless, the above are the relatively new trends that are bound to become a standard in the near future.
Virtual Reality and Augmented Reality
Despite being associated mainly with gaming, virtual reality and augmented reality have a plethora of other applications, including marketing. This technology is projected to grow at a CAGR of 37.9% from 2025 to 2030, enhancing customer engagement and reducing return rates. This is why we can observe a trend to use these technologies in e-commerce. How does it work?
Imagine you sell furniture. With an AR app, you can provide your customers with an overview of what your products would look like in their homes and how they would fit in. Or, let’s say you sell clothes. You can create a world in virtual reality with virtual fitting rooms and a customer service agent at your customers’ disposal.
Both examples show how VR and AR let you mitigate the natural downsides of e-commerce, namely the lack of possibility to test the products out. Thus, we are not surprised that more and more brands employ these technologies in their marketing strategies.
Social Commerce
Another important mention regarding the trends in the e-commerce industry is social commerce. It is the practice of selling and buying products via social media platforms, such as Facebook, Instagram or TikTok. Why is it becoming so popular?
Social commerce lets stores leverage the power of social networks and user-generated content on such platforms. What is more, it can be effectively combined with influencer marketing, enabling businesses to reach a wider audience and increase overall customer engagement. In a nutshell, it’s a way to connect brands and customers more directly, build stronger relationships, and leverage the ongoing trend of making purchases online via mobile devices.
The Rise of Dupe Culture
Mainstream shopping behavior is now heavily influenced by 'lookalike hauls' on social media. Price-conscious Gen Z consumers prioritize style and function over brand prestige. This shift forces brands to benchmark their prices against cheaper alternatives in real-time to remain competitive in a value-driven market.
ESPR Compliance
Sustainability is no longer optional due to the Ecodesign for Sustainable Products Regulation (ESPR). Starting in mid-2026, large fashion and footwear brands in the EU are banned from destroying unsold goods. This requires a strategic shift toward circular operations, including efficient refurbishment, recycling, and resale (re-commerce) strategies.
The Takeaway
The above are some of the most important trends in the e-commerce industry in 2026. However, you should remember that the trends are constantly changing – with new technologies available and updated legislation in place, we are bound to see new tendencies emerging, so remember to stay up-to-date!
Sources:
- Gartner (2025): https://www.gartner.com/doc/reprints?id=1-2M8VBKA2&ct=251106&st=sb
- Tradebyte 2026): https://www.tradebyte.com/en/state-of-ecommerce-in-2026-report/?gad_campaignid=23567142622
- European Commission (2024): https://environment.ec.europa.eu/strategy/circular-economy/ecodesign-sustainable-products-regulation_en
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Frequently Asked Questions
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Key trends include the rise of cross-border e-commerce, the use of AI for personalization, and the increasing importance of social commerce and virtual/augmented reality.
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Cross-border e-commerce offers benefits like increased brand reach, higher revenue potential, and enhanced reputation for businesses expanding into new markets.
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E-commerce stores are focusing on Eastern and Central European markets, particularly Slovakia and the Czech Republic, as well as exploring opportunities in Asia.
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Social commerce is driving brands to integrate shopping experiences within social media platforms, allowing for direct sales and enhanced customer engagement.
