Customer first

Retail trends 2026

5 forces reshaping the retail landscape

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What’s changing in retail? In a word, everything. So where should retailers focus? Our experts break it down.

In this PoV, our industry leaders identify the five trends that matter most to retailers, and how organisations can respond to unlock growth, adapt to new dynamics, and lead with purpose.

Explore the top technologies, market dynamics, and customer expectations our experts say are reshaping the retail industry.

  1. Moments over merchandise: Unlocking growth in the experience economy
  2. The year of the private label: Differentiating on value
  3. Searchless retail: Anticipating intent and delivering via GEO
  4. Invisible AI: Creating frictionless customer experiences behind the scenes
  5. Trust as a profit driver: Driving margins through consistency, care, and contextualisation
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Did you know:

71%
of consumers want
Gen AI-integrated shopping interactions
78%
of shoppers are buying private-label or low-cost brands
over name brands
45%
of shoppers are willing to order
products via AI tools

Our trends POV features initial findings from the latest edition of our annual consumer research, What matters to today’s consumer, which is set for publication in January 2026.

As retailers face new technologies, evolving consumer expectations, and shifting market dynamics, staying ahead takes more that awareness—it requires action.

Contact our experts to set up a consultation and learn more about how Capgemini can help your organisation unlock channel growth, adapt to compete, and lead with purpose.

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Meet our experts

Mark Ruston

Mark Ruston

VP, Global Retail Lead
Mark Ruston is Capgemini’s Global Retail Lead with 22+ years in consulting and transformation. He helps Tier 1 retailers and CPGs bridge strategy and execution, driving growth and measurable outcomes. With global experience and deep supply chain expertise, Mark champions AI to boost productivity and reduce waste — positioning operations as a key driver of consumer experience.
Jessica Leitch

Jessica Leitch

Managing Director, frog North America, part of Capgemini Invent
Highly experienced business, customer, design and consulting leader. Currently Managing Director for frog North America