Consumer Shopping Trends in 2026 and How Your Data Strategies Should Evolve 

In 2026, shoppers will be more connected, intentional, and value-driven than ever. Technology, economic realities, and shifting lifestyles are shaping not just what consumers buy—but how, when, and why they buy. 

For marketers, these behaviors aren’t just interesting observations—they’re powerful data signals. The brands that can capture, interpret, and act on them will lead the market. 

Here’s what’s ahead—and how your data strategies should adapt. 

1. Online Shopping Continues to Grow 

According to SellersCommerce, the number of online shoppers will climb to 2.86 billion in 2026—up from 2.77 billion in 2025, already 33% of the global population. 

How to Pivot Your Data Strategy: 

• Integrate and Enrich Profiles: Don’t let data sit in silos. Bring together browsing history, purchase records, and demographic details into one unified view. Then enrich that view with third-party insights like household attributes, lifestyle signals, or financial indicators. This gives you the full context needed to target with precision. 

• Act on Intent in Real Time: A cart abandonment or product view shouldn’t just sit as a log in your system. Combine it with accurate, fresh data and trigger a tailored campaign immediately. Real-time response can turn consideration into conversion before the moment passes. 

Why it matters: With millions of new shoppers online, brands that unify and enrich their data will be the ones who stand out with relevance. 

2. AI Hyper-Personalized Shopping Experiences 

By 2026, Nordstone predicts Artificial Intelligence will function as the operating system of modern eCommerce, powering autonomous shopping and hyper-personalized product experiences. 

How to Pivot Your Data Strategy: 

• Feed AI Fresh, Complete Data: AI thrives on large, accurate datasets. If your profiles are incomplete, outdated, or full of duplicates, your recommendations will miss the mark. Regularly refresh and enrich your data so your AI has the best possible inputs. 

• Automate Micro-Moments: AI can act faster than humans ever could. Use it to identify high-value actions—like repeat visits to a product page or comparing models—and instantly deliver a recommendation, upsell, or discount. These micro-moments, powered by clean data, can dramatically lift conversions. 

Why it matters: AI personalization is only as smart as the data feeding it. Garbage in = garbage out. 

3. Privacy Concerns Remain High 

According to AtOnce, 86% of Americans say data privacy is a growing concern, and 90% say it matters “a lot.” 

How to Pivot Your Data Strategy: 

• Give Consumers Control: Provide clear, transparent consent tools that let people opt in, opt out, and adjust their preferences easily. Consumers reward brands that respect their choices with higher engagement and loyalty. 

• Communicate Your Practices: Don’t bury your policies. Share how and why you collect data in plain language. Reinforce that your processes are compliant and consumer-first. This transparency builds long-term trust and helps avoid compliance headaches. 

Why it matters: In a crowded market, trust can be your biggest competitive advantage. 

4. Purpose-Driven Spending 

PR Newswire reports 92% of consumers purchase with intent, and 62% say it’s important their purchases reflect personal values. 

How to Pivot Your Data Strategy: 

• Capture Value-Based Insights: Surveys, polls, and preference centers are powerful ways to ask customers what they care about—sustainability, affordability, luxury, or convenience. Combine these inputs with lifestyle and interest data to align campaigns with shared values. 

• Adapt to Shifting Preferences: Values evolve over time. A consumer focused on sustainability in 2024 may prioritize affordability in 2026. Refresh enriched profiles regularly so your messaging reflects these changes. 

Why it matters: When your marketing aligns with what customers care about most, you move from being a brand they buy from to a brand they believe in. 

5. Monthly Subscriptions Grow 

According to TechTarget, The e-commerce subscription market is projected to hit more than $900 billion by 2026 

How to Pivot Your Data Strategy: 

• Blend Subscription + Lifestyle Data: Look beyond basic churn metrics. Enrich subscriber records with lifestyle attributes (e.g., fitness habits, family size, or household income) to predict who’s most likely to cancel or upgrade. 

• Personalize Retention Offers: Instead of generic “please stay” discounts, tailor offers based on actual usage patterns. For instance, a customer barely using their box might appreciate a lower-frequency plan, while a heavy user might upgrade with added perks. 

Why it matters: In a saturated subscription market, personalized retention beats blanket promotions. 

6. Loyalty Is Becoming Conditional 

eMarketer reports 74% of shoppers switched brands in the past year. 

How to Pivot Your Data Strategy: 

• Spot Erosion Early: Monitor metrics like smaller basket sizes, longer purchase gaps, or decreased engagement. Enrich with external data (like competitor ad engagement) to predict when loyalty is slipping. 

• Reconnect with Relevant Value: Don’t just send discounts—reframe your value proposition. Personalize offers to match the customer’s history and current priorities, whether that’s convenience, price, or premium quality. 

Why it matters: Loyalty is fragile. Catching and addressing churn signals early can save millions in lost revenue. 

7. Consumers Engage via Social Research 

The McKinsey State of Consumer Market Survey shows 32% of consumers now research products on social media—up from 27% in 2023. 

How to Pivot Your Data Strategy: 

• Track and Enrich Social Signals: Monitor sentiment, influencer reach, trending topics, and add these insights back into consumer profiles. Social data often reveals emerging needs before they show up in purchase data. 

• Align with Social Timing: Launch campaigns, influencer partnerships, and ads during peak interest windows uncovered through listening tools. Timing is just as important as messaging. 

Why it matters: Social isn’t just for engagement anymore—it’s a discovery engine. 

8. Hybrid In-Store/Digital Shopping Journeys Surge 

According to The Paypers, in the US alone BOPIS is projected to continue growing by approximately 10% on a yearly basis and exceed USD 131 billion in 2026 

Trend: More shoppers are blending online research with in-store experiences—buying online, picking up in store (BOPIS), or browsing in person before ordering online. 

 How to Pivot Your Data Strategy: 

• Merge POS and Online Data: Don’t treat store and online shoppers separately. A customer who researches online but buys in-store is one person—your data should reflect that. 

• Serve Channel-Specific Offers: Use channel behavior to personalize incentives—like discounts for in-store visits or free shipping for online purchases. 

Why it matters: Connecting in-store and digital data ensures you show up seamlessly across the entire journey. 

9. Gen Z Becomes Dominant Spenders 

According to Exploding Topics, Gen Z makes up 40% of global consumer spending, despite being just 30% of the population. 

How to Pivot Your Data Strategy: 

• Map Gen Z Behaviors Deeply: Track their social, mobile, and purchase activity, then enrich with lifestyle data to understand values and motivators. 

• Match Their Style: Gen Z expects authenticity. Use platform-native content (TikTok, YouTube Shorts, memes) and two-way engagement instead of corporate polish. 

Why it matters: For Gen Z, relevance equals authenticity. 

10. The Rise of the Ambient Shopper 

VTI finds 70% of consumers shop continuously—while streaming, browsing, or commuting. 

How to Pivot Your Data Strategy: 

• Connect Cross-Device Behavior: Use identity resolution and enrichment to unify fragmented signals into one profile—so you know that the person watching Netflix on their tablet is the same one searching products on mobile. 

• Trigger Contextual Offers Instantly: Base campaigns on real-time context (e.g., mobile browsing at night, weekday desktop activity) to make offers feel natural instead of intrusive. 

Why it matters: Perfect timing transforms passive browsing into immediate purchases. 

Conclusion 

Marketing in 2026 moves fast. Customers are more connected, informed, and deliberate in how they spend. They expect brands to know what they want—and when they want it. 

The smartest marketers know: 

• It’s not about collecting more data, but the right data. 

• Combining first-party insights with deep behavioral understanding drives personalization at scale. 

Now’s the time to review your strategy and get ready to meet these trends head-on.