Akeneo today unveiled its 2025-2026 commerce outlook, warning that the next 18 months will reshape global retail more dramatically than any period in the past decade. The convergence of AI, regulatory upheaval and a new wave of circular shopping behaviours is set to transform how consumers discover, evaluate and buy products. Throughout their analysis, one theme consistently emerged: brands that invest in accurate, consistent, enriched and transparent product information will be the ones that win.
Romain Fouache, CEO at Akeneo, noted that although AI- powered commerce has accelerated sharply, with major retailers such as Walmart integrating ChatGP-T assisted checkout, the technology is entering a critical trust phase. Akeneo’s 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. “AI doesn’t drive sales unless consumers trust it,” Fouache said. “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. As Google, Amazon and ChatGPT become competing conversational storefronts, high-quality, consistent product information has effectively become a brand’s frontline salesperson. “A shopper may now discover, evaluate and purchase your product without ever visiting your website,” Fouache said. “If your product data isn’t complete and consistent, you simply won’t show up.”
Looking further ahead, Akeneo expects agentic AI to begin playing a far more active role in purchasing itself. With a third of US consumers already open to the idea of allowing an AI assistant to make purchases on their behalf, the company predicts an immediate future in which shoppers describe their needs conversationally and delegate the entire purchasing process to an AI agent. Fouache warned that in this environment, brands will only be recommended if their product data is structured, detailed and trustworthy.
Meanwhile, regulation is poised to add a new layer of complexity. Akeneo highlighted the potential impact of an upcoming U.S. Supreme Court ruling on customs duties, along with expected changes to EU policy that may soften certain regulations while introducing far stricter enforcement at the border. These shifts could revitalise the second-hand market by making resale more attractive both to consumers and to the brands themselves. Circularity is becoming a strategic imperative, particularly for retailers facing intense competition from ultra-fast fashion players. Akeneo warned that many brands invest heavily in traceability systems but fail to connect this data to compelling customer-facing experiences. Fouache explained, “In the age of AI and Digital Product Passports, transparency and storytelling matter more than ever.”.
Andy Vidan, meanwhile, pointed to a surprising resurgence in physical retail. With Gen Z increasingly returning to malls and formerly online-only brands rapidly opening stores, he believes eCommerce risks losing 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. Vidan argued that improving product data—its accuracy, completeness and consistency across every channel—is essential for rebuilding trust. He also cautioned that while AI investment is booming, with more than 1,300 startups 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.
Despite the complexity of these trends, Akeneo’s leaders agree on one simple truth: the next chapter of commerce will be defined by trustworthy and, unified product information. Whether powering AI recommendations, feeding Digital Product Passports, enabling consistent social commerce, or ensuring meaningful omnichannel experiences, product data is the foundation on which every competitive advantage now depends. Brands that fail to strengthen that foundation, they warn, risk falling behind as the pace of change accelerates.
