The way people shop is changing faster than itself retail. After years of economic uncertainty, hyperconnection and digital oversupply, the global consumer faces 2026 with new priorities: less impulsive, more informed, more demanding. According to the Consumer Outlook 2024 According to NielsenIQ, shoppers are reevaluating entire spending categories and prioritizing convenience, simplicity and real value.

“Today's consumer no longer chooses just for price or convenience. Choose by resonance. Look for brands that understand your rhythm, your reality and your emotions. What we see towards 2026 is a return to essentials: connection, clarity and meaning”, shares Pablo Silva, SVP Business Development a another, strategic communication agency with a wide offer in LATAM.

Silva's view reflects a turning point: the consumer no longer responds to what brands project, but to what they really deliver. And in this new scenario, understanding their behavior is key. These are the five trends that will mark the course of the retail around 2026:

The consumer looks for purpose, not campaigns

The consumer of 2026 will expect more than just a good product: they will want values, consistency and a vision of the world they can identify with. It will not be enough to “say”, it will be necessary to demonstrate.

People will buy less, but better; They will question the provenance, impact and intention behind each brand. And, as anticipated NielsenIQ, they will choose what makes their lives easier, reduces friction, and connects with what they truly value.

The demand will not be moralistic: it will be deeply practical.

The AI ​​that anticipates: predictive and frictionless retail

Artificial intelligence is transforming shopping into something more fluid and natural. Today, technology no longer waits for the consumer to search: it goes ahead. A recent market study reveals that 53% of consumers have purchased something based on generative AI recommendations, y 46% are willing to order products directly from AI tools. This ability to anticipate intent turns each interaction into a simpler, more intuitive and personalized experience.

As AI integrates logistics, inventory, recommendations and conversational assistance, the retail hybrid takes on new meaning: physical, digital and predictive at the same time. When technology understands the user's context, every step feels tailor-made. It is hyperpersonalization taken to its most sophisticated version: frictionless, effortless, noiseless, but deeply human.

Hyperpersonalization becomes standard

Personalization stopped being an aspirational gesture and became an expectation. McKinsey confirms it: 71% of consumers expect personalized interactions and 76% are frustrated when they don't receive them.

AI will allow every interaction – online or in store – to feel tailored: from predictive recommendations to intelligent inventory and conversational service. He retail The one who survives will be the one who learns to get to know people without invading them: anticipate without overwhelming, suggest without interrupting.

Immersive experiences will be worth more than the product itself

The experience became cultural currency. The industry confirms it: Immersive technology reached USD $44.1 billion in 2024, according to data from Immersive Technology Business Analysis Report 2025. The consumer will look for experiences that awaken the senses, narratives that surprise them and spaces that invite them to feel.

Las pop-ups, las flagship sensory and cultural activations will continue to grow because they turn purchases into memories. He retail It is no longer a place: it is a moment.

Hybrid retail will be the norm

The future is neither digital nor physical. It is both, at the same time. Human interaction continues to be decisive: Retail CX Insights Report 2025 is based on 57 million feedbacks in physical stores and demonstrates that the in-person experience continues to be the emotional pillar of retail.

The consumer discovers online, validate on networks, experiment in store and buy where it is most convenient. The challenge will be to build fluid experiences - the same pulse between channels, inventory, service and logistics - without feeling fragmented.

Responsible consumption is consolidated

The consumer of 2026 will be more aware and less forgiving of brands that practice “speech” sustainability. It will look for traceability, responsible materials, circular design and clear policies.

And, as anticipated NielsenIQ, you will choose what brings real value to your life, not just your closet or your cart. Brands will need to demonstrate impact, not advertise it.

A retail that is more human than technological

What unites these six trends is a simple idea: the consumer wants to feel seen. You want useful, beautiful, responsible and coherent experiences. Technology will be an ally, but not the protagonist. The differential will continue to be emotional.

“The brands that lead the future will be those that read between the lines: what people feel, not just what they declare. The retail that is coming is built from empathy, innovation and the ability to design experiences that improve everyday life", concludes the expert from the strategic communication agency another, Pablo Silva, Senior Vice President of Business Development.

He retail 2026 will be more complex, yes, but also more human. Brands that understand these signals will not only compete: will belong.