After a turbulent few years of rapid digital acceleration, shifting consumer confidence and the explosion of AI tools, UK ecommerce is entering a new era - one defined less by hype and more by clarity.
To cut through the noise, we spent the final months of 2025 speaking directly with brand-side ecommerce teams across home & interiors, fashion, luxury, jewellery, lifestyle and FMCG.
Brands including Tala, The Conran Shop, House of Hackney, Boodles, Robert Welch, Little Greene Paint Co., iCandy, Dash Water, and many more shared an honest view of their biggest challenges in 2025 - and where they’re placing their bets for 2026.
The result is Beyond the Basket: The Future of UK Ecommerce 2026, a new insight report that captures what’s really happening inside ecommerce teams today. And here’s a sneak peek at the 6 most common challenges that kept cropping up when we surveyed ecommerce managers:
AI is here - but it’s not the revolution many expected
A huge majority of brands told us they’re actively using AI, but almost all described it as helpful, not transformational. Instead of replacing teams, it’s supporting them: speeding up reporting, improving translation, boosting content velocity and strengthening search or merchandising.
AI’s next frontier?
Turning it into something measurable - not magical.
"AI has created as many challengs as it has solved. Every platform is pushing automation, but we still have to guard our brand identity."
Little Green Paint Co.
The cautious consumer has arrived
60% of brands reported slower spending, longer decision-making and more price sensitivity. Gone are the fast-fashion impulse buys.Today’s consumer wants reasons: quality, ethics, longevity, reassurance and proof.Brands are adapting by elevating:
storytelling
product education
UGC and reviews
transparency around delivery, duties and returns
The new conversion strategy? Confidence.
Loyalty has finally overtaken acquisition
With rising CAC and unstable ad performance, brands told us their 2026 focus is clear:
loyalty, retention and community over constant acquisition.
We heard from multiple brands building:
richer post-purchase journeys
education-driven loyalty ecosystems
community-led membership programmes
segmentation-heavy CRM strategies
The most successful brands in 2026 will be those that communicate like humans, not campaigns.
Tech stacks are being simplified - not scaled
55% of the teams we interviewed either replatformed or modularised their tech stack in 2025.
Not to chase features - but to eliminate bottlenecks.
Brands want:
faster content editing
flexible merchandising
fewer dependencies on developers
unified systems across B2B, D2C and retail
The goal? Agility, not complexity.
Sustainability has shifted from story to standard
Three-quarters of brands told us sustainability is now embedded into operations, not a campaign layer. From material transparency to product longevity to ethical supply chains — sustainability is becoming a commercial differentiator. Brands that educate customers on why their products are better for the planet will win long-term trust.
Cross-border commerce is now the toughest growth channel
40% of brands cited US tariffs, duties and customs friction as a top challenge. The message was unanimous: Customers can accept higher delivery costs - but not surprises.
The highest-performing teams are redesigning their global experience from the ground up, treating each international market like its own product.
If you’re still planning for 2026, this report is for you
This ebook distils what UK ecommerce teams are really doing right now - beyond the marketing noise.
Inside, you’ll find:
✨ How brands are using AI in practical, measurable ways
✨ Why loyalty and retention now outrank acquisition
✨ How cautious consumers are changing conversion strategy
✨ What “platform agility” actually looks like in 2026
✨ The reality of cross-border growth and tariff complexity
✨ Where ecommerce leaders expect the next wave of opportunity
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