Expect the next 18 months to reshape global retail more dramatically than any period in the past decade. That’s the warning from Akeneo as the France-based product information tech company unveils its 2025-2026 commerce outlook that includes positive news for physical retail.

It spotlights the “convergence of [artificial intelligence] AI, regulatory upheaval and a new wave of circular shopping behaviours… set to transform how consumers discover, evaluate and buy products”. 

Throughout its analysis, it noted that one theme consistently emerged: “Brands that invest in accurate, consistent, enriched and transparent product information will be the ones that win”.

Akeneo CEO Romain Fouache also noted that although AI- powered commerce has accelerated sharply for major retailers, “the technology is entering a critical trust phase.” 

Its latest research shows that only 27% of shoppers who have used an AI checkout experience intend to do so again, “highlighting the importance of transparency and clear communication around how these tools work”, it said. 

Fouache added: “AI doesn’t drive sales unless consumers trust it. In the 2025 holiday season, successful brands were those that could help shoppers understand how AI enhances accuracy, convenience and value.”

In 2026, “there will be a striking shift in how people plan to shop”. 

“With more than half of consumers preparing to buy through third-party apps rather than brand websites, the traditional model of directing shoppers to owned channels is eroding”, Akeneo said. 

“As Google, Amazon and ChatGPT become competing conversational storefronts, high-quality, consistent product information has effectively become a brand’s frontline salesperson”, it said. 

Fouache also noted: “A shopper may now discover, evaluate and purchase your product without ever visiting your website. If your product data isn’t complete and consistent, you simply won’t show up.”

Akeneo spokesman Andy Vidan, meanwhile, also pointed to a “surprising resurgence in physical retail”.

He said that with Gen Z increasingly returning to malls and formerly online-only brands rapidly opening stores, he believes that “e-commerce risks [having lost ground] this holiday season.

“Although consumers believe they get the best deals online, many are disappointed when products fail to meet expectations, which is reflected in the high return rate tied to major online sales events.”

The report said that “improving product data — its accuracy, completeness and consistency across every channel— is essential for rebuilding trust”.

And it cautioned that while AI investment is booming, with more than 1,300 start-ups now valued over $100 million, much of the current market is speculative.

“Yet, even if consolidation follows, the infrastructure built during this period will underpin the next wave of innovation.”