The 2026 FIFA World Cup will once again move millions of consumers around the world. But, unlike other editions, the event will come in a context where the technology, digital culture and purchasing habits They changed radically.

In a scenario crossed by artificial intelligence, the oversupply of content and more demanding consumers, the retail faces a bigger challenge: Turn a spike in demand into an integrated, personalized and frictionless experience.

A different consumer for a different World Cup

The tournament will take place in an ecosystem where AI is now part of everyday consumer life. Today, users receive automated recommendations, make algorithm-assisted decisions, and prioritize fast, relevant experiences.

In this context, the World Cup will generate impulsive and concentrated consumption, especially around the matches.

Omnichannel: the basis for not being left out

To capitalize on this demand, omnichannel stops being a competitive advantage and becomes a condition basic. “In order for businesses to increase their sales and improve their profit margin, they need to implement true omnichannel strategies and that their promotions are as personalized as possible,” explains Martín Malievac, Director of Research and Development at TOTVS Napse.

The challenge is not minor. Today, the consumer moves between channels and expects the same from brands. “Between 60% and 70% of current buyers find out the price on the website and then buy in the physical store,” recalls the executive.

This forces companies to ensure consistency between channels, clear and consistent information and synchronized stock availability, because any mismatch directly impacts conversion.

Smart promotions in a saturated context

The World Cup multiplies commercial opportunities but also noise. In this scenario, Malievac highlights the importance of hyperpersonalization: “Promotions should be as personalized as possible, so that the customer feels cared for in their individual needs and tastes.”

The most effective strategies will be those that achieve Link the offer to the context of the event:

• Promotions per match
• Discounts associated with equipment
• Time-limited offers

But the difference is not only in creativity, but in the use of data. “Data in itself is not of much use if you do not know what to do with it or how to convert it into tools to design value propositions,” warns Malievac.

A World Cup that redefines the game for retail

Beyond the sales volume, the 2026 World Cup will be a test of adaptation for the retail sector. In an environment where AI influences decisions, attention is limited and competition is global, companies will need to evolve towards more integrated models, intelligent and customer-focused.

In this sense, solutions such as those offered by the Napse suite They integrate physical stores, e-commerce and marketplaces on a single platform, allowing you to centrally manage orders, stock, payments and returns to offer an agile and frictionless experience.

Because, as the new scenario suggests, the challenge is no longer just to capture the consumer's attention, it is to be relevant at the exact moment they decide to buy.