Digital fashion try-on is entering a new era. No longer just about fit, early adopters are instead playing dress-up. The best use diffusion models (advanced image-focused generative AI) to show how an outfit fits users’ style – with flattering selfie-models proving more seductive than exacting, measurement-focused fit tech. In 2026/27, human-meets-AI styling services and avatar video feeds will be compelling, highly personalised differentiators.

As identified in our 2026 Look Ahead, agentic AI – able to plan and execute tasks independently – will rewire retail in 2026/27. Concierge commerce amplified, it will be particularly influential in utilitarian-centric ‘task-tailing’ (think ordering the weekly shop, or re-ordering repeat items bought for a particular task), easing time and money pressures, but super-apps will also service more premium desires such as fitness goals.

GEO (generative engine optimisation) – whereby online copy/code is optimised for generative AI engines such as ChatGPT or Perplexity rather than traditional search engine optimisation (SEO) – will become critical as the ‘zero-click age’ (getting information via AI summaries rather than a website or Google search) accelerates throughout 2026/27. Smart brands will preserve their identities by using tools that feed agentic intermediaries their tone of voice.

Many more 2026/27 ecommerce journeys will begin with visual search. While image matching has the potential to let marketplaces divert brands’ sales (if shoppers request similar options), when used on brands’ own sites, it presents a major boon. Direct application both better serves shoppers who find ecommerce overwhelming (78% globally – Criteo, 2025) and – more imaginatively – galvanises those who say ecommerce lacks excitement (73% globally, Criteo, 2025); see Pinterest’s rabbit-hole-esque search.

With social media feeds increasingly making users feel they’re at the mercy of the algorithm, and customer acquisition costs soaring by 40% between 2023 and 2025 (UpCounting, 2025), there will be significant mileage in creating alternatives to Big Tech’s monopoly in 2026/27. The pulling power of influencer-led commerce (see stats below) will spread to creator-customised brand storefronts and alternative platforms, powered by specialist tech.

With preloved fashion sales and repair contributing to the displacement of new fashion sales worldwide and DIY and electronics dominating rentals (respectively set to reach $40bn and $16.5bn in revenue in 2026 – Statista, 2025), there is a major cross-sector opportunity to create digitally enabled, repair-centred recommerce. Critically, resales with built-in repair services generate 25% more repeat purchases than those without (Save Your Wardrobe, 2025). For 2026/27, look to agentic repair and AI-enabled ‘predictive maintenance’.

A balm to those who abandon online shopping due to overwhelm, smart brands will also make headway in 26/27 by helping consumers cut through ecommerce noise with advanced goal-based or conversational filters. Particularly applicable to results-driven or spec-heavy sectors such as beauty, outdoors kit or tech, the best can deliver highly personalised regimes using products from across a retailer or brand’s catalogue.

Digital product passports (QR- and barcode-accessible product IDs that track product provenance, life cycles and more) will be mandatory in Europe from 2026 (see Eco-Comms: Winter 2025/26 for more) – a looming deadline that presents opportunities for greater consumer connection. While access to repair services and circularity information will be key, contextual pop-cultural content and fan communities will add vital new brand touchpoints.