E-commerce has never evolved so quickly. Between the explosion of AI, the rise of mobile, the internationalization of markets and the search for ever more personalization, the rules are changing.
And at the heart of these transformations, a trend is emerging: Conversational commerce.
In 2026, it will no longer be just about selling online, but about engaging with customers, understanding their intentions and streamlining each stage of the buying journey.
Here it is 5 key trends that will shape the e-commerce experience of tomorrow.
1. Real-time personalization is becoming the norm
Consumers are no longer just waiting for suggestions based on their history. In 2026, they want every search, every click, every word exchanged to adapt the experience instantly.
- Contextual data : location, time of day, device used... so many signals that conversational AIs exploit to offer the right product at the right time.
- Concrete example : a customer types in “white sneakers”. Depending on his profile (history, style, budget), he will see a premium model or a more accessible pair, without even having to specify.
- Market profit : align recommendations and commercial objectives (sell stock, push for something new) while respecting user expectations.
👉 Customization will no longer be a “plus”, but a Prerequisites.
2. The rise of voice buying
Voice assistants (Alexa, Siri, Google Assistant...) are no longer gadgets. In 2026, they are integrated directly into the e-commerce journey.
- Hands-free search : asking “Show me some blue shirts on sale” becomes as natural as scrolling a page.
- Multimodal experience : the user starts the search by voice, then continues on the screen with visual suggestions.
- New habits : younger generations, used to talking to their devices, naturally adopt this mode of interaction.
👉 For retailers, the challenge is clear: to be audible in a journey that is no longer just visual.
3. Visual search is becoming the standard
In addition to text and voice, images are becoming a central tool for buying.
- Current scenario : a user photographs a pair of shoes on the street and immediately gets similar models online.
- Generative AI : tomorrow, we can even ask an AI to “create” a combination of products inspired by a photo or a style spotted on social networks.
- Impact business : visual search reduces friction and opens the door to new impulsive and inspirational buying behaviors.
👉 In 2026, ignoring visual search means cutting yourself off from a growing part of uses.
4. AI assistants are becoming real advisers
Traditional chatbots have shown their limits. But the new generation of conversational AI goes further: it accompanies.
- Contextualized dialogue : ask an open-ended question (“I am looking for a bag to travel by plane”) and get specific suggestions (cabin size, lightness, robustness).
- Fluid sequence of actions : refine, compare, add to cart... without leaving the conversation.
- Business alignment : the assistant integrates the merchant's business rules, seasonality and marketing strategy.
👉 The assistant is no longer a simple robot, but a digital salesperson available 24/7.
5. Conversational commerce extends to B2B
Long behind B2C, B2B is accelerating. Professional buyers, accustomed to fluid interfaces in their personal lives, expect the same quality at work.
- Simplified complexity : grouped orders, multiple references, specific pricing rules... these are all obstacles that conversational AI makes fluid.
- Time saver : instead of looking through a 300 page PDF catalog, the buyer asks his question and gets the right reference directly.
- Added value : cross-recommendations (consumables, compatible parts, accessories) that increase the average basket.
👉 In 2026, conversational will no longer be reserved for retail, but A B2B standard.
Conclusion
Conversational commerce is no longer an emerging trend: it's a fundamental movement.
In 2026, the brands and retailers that will succeed will be those who know how to:
- Personalize in real time,
- Integrate voice and vision into their journeys,
- Transform their AI assistants into real advisors,
- And offer professionals the same fluidity as individuals.
The challenge is no longer just technological: it is experiential and business.
Because a customer who feels understood, accompanied and guided is a customer who buys.
💡 The future of e-commerce is conversational. And it starts today.
Keep exploring
Dive into more articles to explore the future of conversational commerce and AI for conversion.
