E-commerce continues to evolve rapidly, but 2026 looks set to be a year with a clearer direction. After several years of economic uncertainty and cautious consumers, signs of recovery are starting to show. At the same time, competition from international low-price platforms is increasing, and both B2C and B2B companies need to work smarter than ever with technology, customer experience and efficiency.
In this article, we highlight the most important insights and trends in digital commerce in 2026, and what they mean for your business.
(Last updated: January 2026)
Quick overview: E-commerce 2026 in brief
E-commerce in 2026 is shaped by three clear shifts:
- Margins are being squeezed as price focus and low-cost platforms continue to influence purchasing decisions.
- AI has matured and is now used more broadly, from product data and pricing to customer service and personalisation.
- Digitalisation in B2B is accelerating, where self-service and customer portals are becoming crucial for growth.
What’s new in 2026?
2026 is about raising the level and creating stability in a more competitive market.
- AI is becoming business-critical and is used for pricing, personalisation and efficiency.
- Low-price platforms are driving polarisation between low-price and premium, making quality and trust even more important.
- Accessibility (EAA) is becoming a requirement that must be followed up — not just implemented.
- The B2B buying experience is moving closer to B2C, with smoother flows and stronger product data as hygiene factors.
What separates winners from losers in 2026 is not who has the most traffic, but who can convert better, deliver reliably and build loyalty despite price pressure.
B2C: Growth, but pressure on margins
Consumers are shopping online extensively, but their behaviour is still shaped by:
- price focus
- higher demands for flexibility
- increased expectations for fast service and easy returns
- and a growing habit of comparing local and international players
At the same time, e-commerce continues to show positive signals in Svensk Handel’s e-commerce indicator, where a large majority of Swedes shop online each month. We also saw that 2025 reached new record levels.
🔍 Trends in B2C e-commerce 2026:
- Price pressure + value-based selling
Cost-conscious consumers mean that companies need to work more strategically with offers, loyalty and value communication. Bundling, memberships and smart campaign strategies will be important to protect margins. - International low-price platforms continue to gain ground
Temu and Shein have continued to grow rapidly in Sweden, and competition is driving a clear polarisation: low-price vs premium. For Swedish brands, differentiation, quality and trust become key competitive factors. - Omnichannel is no longer a “strategy” — it’s the standard
Customers expect seamless experiences across store, online and customer service. Companies that integrate inventory, customer data and product information will win both conversion and loyalty. - AI has matured — and is now used across the entire value chain
Generative AI is no longer only about product texts. In 2026, we see AI being used to:- improve conversion through personalised customer journeys
- create more relevant product recommendations
- optimise pricing and campaigns
- automate customer service and case handling
- streamline product data management (PIM)
- Sustainability + second-hand as a business model
Second-hand continues to grow and shows how circular business models are shaping the future of commerce — even within large retail chains. It is becoming increasingly important to communicate sustainability work in a fact-based way (and avoid greenwashing).
B2B: Digitalisation accelerates, and expectations rise
Within B2B, digitalisation continues to pick up speed. Self-service, automated purchasing and modern customer portals are now expected — not a “nice to have”.
Litium’s report Nordic Digital Commerce in B2B 2025 shows that a large majority of Nordic B2B companies expect continued growth in digital sales in the coming years, and that many expect double-digit growth.
🛒 Key trends in B2B e-commerce 2026:
- Self-service and customer portals continue to grow
- see prices and agreements
- place orders
- manage returns and claims
- track delivery status
… without contacting sales. The customer portal becomes the hub of the B2B business.
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Automation + AI in order intake and customer service
AI is increasingly used to forecast demand, recommend products based on purchasing history and create more efficient sales processes. Read more. -
Scalability and market expansion are prioritised
In 2026, many B2B companies continue to invest in platforms that make it easier to:
- launch in new markets
- quickly add new customer segments
- manage more languages and currencies
- standardise product data and logistics
It’s not only about growth — it’s about resilience.
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Sustainability become business critical
In 2026, sustainability impacts procurement, product data, supplier transparency and compliance. Companies that can provide clear sustainability data and traceability will be more competitive. Read more here: -
Marketplaces and ecosystems become a bigger part of the strategy
B2B marketplaces continue to grow, but in many industries we also see an increase in proprietary partner ecosystems, where suppliers and distributors are connected.
Security and regulation: a crucial competitive factor in 2026
Cybersecurity and compliance have become part of the customer experience. For both B2C and B2B, this means:
- secure payments
- protection against data breaches
- accessibility and stable operations
- regulatory compliance
The Accessibility Directive (EAA) is now in effect 📌
Since 28 June 2025, the EU Accessibility Act applies to many digital services and e-commerce, with requirements including compliance with WCAG 2.1 AA in accordance with EN 301 549. For many companies, 2026 is the first year this needs to be fully implemented and followed up as an ongoing process.
What does this mean for your company?
E-commerce in 2026 is not only about technology or trendspotting, it’s about:
✅ optimising conversion and loyalty as price pressure increases
✅ building competitiveness through experience, service and quality
✅ working smarter with AI, automation and product data
✅ ensuring compliance (accessibility, security, sustainability)
✅ building a brand that stays strong even when low-price platforms dominate traffic
Companies that combine customer value + efficiency + long-term digital strategy will be the winners.
Want to learn more about how to future-proof your e-commerce?
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