Economic uncertainty, fragmented discovery, shifting generational behavior and rising expectations around trust are all reshaping how retailers plan for growth. In this CommerceNext webinar, Forrester, Mejuri, B&H Photo and RTB House came together to explore what digital retail leaders need to know about 2026 and how brands can adapt without losing sight of the fundamentals.
What We Covered:
- Peak ambiguity and the new planning environment
- Discovery is fragmenting, but proven channels still matter
- Consumer behavior is more research-heavy, generational and multi-device
- Trust, fulfillment and measurement will define the winners
Speakers:
- Sucharita Kodali, VP & Principal Analyst, Forrester
- Rohit Nathany, CTPO, Mejuri
- Jeff Gerstel, CMO, B&H Photo
- Jaysen Gillespie, VP, Global Head of Product Marketing and Analytics, RTB House
- Moderated by: Jenny Marlo, Head of Content, CommerceNext
Peak Ambiguity and the New Planning Environment
Forrester framed 2026 with a phrase that set the tone for the entire conversation: peak ambiguity. Between high interest rates, soft consumer sentiment, geopolitical volatility and ongoing questions around AI’s impact on jobs, creativity and decision-making, retail leaders are operating in an environment where certainty is in short supply.
The panel reinforced that there is no single playbook for how adjusting to this ambiguity. Mejuri explained that for growing brands like themselves, the answer is not to retreat but to focus on sustainable growth, scenario planning and the fundamentals that matter most: strengthening the brand, investing in customer experience and building community. B&H Photo offered a similarly pragmatic view, emphasizing the importance of focusing on what you can control, staying flexible and continuing to execute against what already works while remaining ready for sudden change.
2026 planning cannot be passive. Retailers need to actively plan around softer demand, operational pressure and uneven market conditions, even if the exact shape of disruption is still unfolding.
Discovery Is Fragmenting, But Proven Channels Still Matter
The “front door” to retail is getting more crowded. Search is no longer the only place discovery begins. Social platforms, AI tools and answer engines are increasingly entering the mix, especially for younger consumers. But that does not mean retailers should rush to abandon the channels that already perform.
Forrester described this shift as discovery disrupted. Google remains dominant, but consumers are also turning to Instagram, TikTok and AI tools like ChatGPT for product discovery and research. Much of that activity is still top-of-funnel, focused on research, comparison and summaries rather than transactions. Forrester also noted that even if AI could make purchasing faster than Amazon, 80% of consumers would still prefer to complete their purchase through Amazon.
B&H Photo emphasized a measured approach, testing emerging platforms without pulling spend from proven channels. Discovery is evolving, but not fully transformed, so brands should keep experimenting while staying disciplined on performance.
Mejuri noted that AI-driven discovery will vary by category, especially in highly visual spaces like jewelry. Still, the brand is reinforcing the importance of core fundamentals like community, UGC and strong brand presence, with added focus on monitoring how brands surface in AI search.
The takeaway: discovery is widening, not replacing. Retailers should test new platforms, but protect the channels that still drive meaningful performance.
Consumer Behavior Is More Research-Heavy, Generational and Multi-Device
RTB House’s research added a sharp consumer lens to the webinar and challenged some familiar assumptions about how people shop online today. One of the most striking findings was that even relatively low-cost purchases often require multiple site visits before conversion. For higher-ticket products, that consideration cycle becomes even longer, with many shoppers returning four, five or six times before they are ready to buy.
This behavior is especially pronounced among younger consumers. Gen Z and Millennials are more likely to research extensively, spend longer evaluating options and leave products sitting in their cart for days before checking out. By contrast, older shoppers are more likely to arrive knowing what they want and complete the purchase in fewer steps. RTB House argued that these younger behaviors are not a passing phase. They are likely to shape the future of commerce more broadly.
The research also reflected a more price-conscious consumer environment. Shoppers are still switching retailers due to cost, and RTB House’s findings pointed to a K-shaped economy where spending pressure is unevenly distributed. One of the more surprising patterns: younger cohorts were more likely than older ones to say they planned to spend more, challenging the assumption that spending resilience is concentrated among older consumers.
For marketers, that means the growth path is getting longer and less linear. Winning no longer comes down to the last click. It requires staying visible and relevant throughout an extended consideration cycle and across every device and touchpoint involved.
Trust, Fulfillment and Measurement Will Define the Winners
If discovery is fragmenting and behavior is becoming more complex, the webinar made clear that trust, fulfillment and measurement will be critical differentiators in 2026.
Forrester emphasized that Amazon’s advantage isn’t just scale, but trust in the post-purchase experience—reliable delivery, easy returns and consistent service. That standard now shapes expectations across ecommerce, with B&H Photo reinforcing that the real work often happens during and after the transaction to drive repeat customers.
On measurement, RTB House highlighted the need to move beyond platform-reported performance toward true incrementality. Attributed results can be misleading, making unbiased testing and clear success metrics essential for understanding real impact.
As media fragments across channels, marketers should align measurement to each tactic’s role—using transactional metrics for lower funnel and awareness or consideration metrics for upper funnel.
Finally, Forrester noted that while shopper-facing AI commerce is still early, “agentic under the hood” use cases are already delivering value—pointing brands toward practical, ROI-driven AI applications over hype.
CommerceNext Steps
- Peak ambiguity demands proactive leadership. Plan ahead, advocate strategically and collaborate to stay ahead.
- Discovery is fragmenting. Balance innovation with proven channels. Test new platforms, but protect high-performing search and social.
- Trust and fulfillment remain core differentiators. Consumers still default to Amazon – AI-first leaders can capture the gap.
- Consumer behavior is now age-driven, research-heavy & multi-device. Marketers must meet shoppers on every channel and win the long consideration phase – not just the last click.
Want more insights on what’s next for retail growth, AI and ecommerce strategy? Join us June 23-24 in NYC for the 2026 CommerceNext Growth Show by registering today.
