The Top 7 E-Commerce Trends Every Entrepreneur Should Know in 2026

South African digital retail has grown rapidly post-COVID-19, as social platforms like Facebook, Instagram, and TikTok added direct shopping features. These are your Facebook marketplace, Instagram, and TikTok shops. What was once a niche channel has become a cornerstone of modern consumer behaviour. Recent research shows that online retail sales in South Africa were expected to exceed R130 billion last year, accounting for roughly 10% of all retail sales, a structural shift rather than a temporary spike. As we move forward in 2026, here are 7 key trends that will shape the future of e-commerce globally, but most importantly locally.

1. Social commerce is on the front lines

Shopping on social platforms is now mainstream. In South Africa, mobile shopping and social commerce are exploding, with platforms like Instagram, WhatsApp, and TikTok being increasingly used as purchase channels. According to the market forecast , social commerce may grow from R18.8 billion (1.14 USD) in 2024 to R63 billion (3.82 USD) by 2030, driven by a roughly 20% compound annual growth rate. This trend reflects a broader shift, customers want to discover and buy without leaving the platforms where they’re already engaged.

For businesses, this means adapting content strategies to fit “shoppable moments” . These are your short-form video, influencer collaborations, and direct messaging storefronts that reduce friction and build trust.

2. AI Integration becomes a customer's expectation

Artificial intelligence (AI) is fast becoming crucial in e-commerce. A recent trend analysis found that over 70% of online sales last year were influenced by AI recommendations, and this influence is expected to grow. Customer research from the South African market Bizcommunity, shows that 81% of local respondents have used AI tools like ChatGPT, and 59% are excited about AI agents that can interact with brands on their behalf.

These tools enhance product search, personalise recommendations, and automate routine interactions. Turning digital retail into a more intuitive experience. Brands that fail to integrate AI for personalisation and intelligent search risk falling behind competitors who meet modern expectations.

3. Sustainability shapes customer decisions

E-commerce has traditionally focused on convenience and price, but sustainability is now a main factor in purchase decisions. Data suggests that over 50% of online customers prefer brands with transparent sustainability practices, and products positioned around ethical values often command greater loyalty. More businesses are responding by offering recyclable packaging, promoting circular commerce, and highlighting environmental footprints. For e-commerce, sustainability isn’t just a marketing line, it can be a difference maker that builds trust and long-term customer relationships.

4. Augmented reality immersive experiences

Augmented reality (AR) and immersive shopping experiences are no longer futuristic, they are practical tools for reducing uncertainty and boosting engagement online. Platforms offering visual try-ons and interactive product previews help customers feel closer to the product before purchase. Although a full VR may remain aspirational for smaller brands, accessible AR features like virtual try-ons and 3D product views are becoming expected parts of online stores, especially in fashion and beauty categories.

5. Multi-channel support and personalised experiences

Customers increasingly expect continuity between digital and physical touch points. Recent customer data highlights that personalised shopping experiences significantly improve customer retention and satisfaction, with tailored recommendations helping 75% of shoppers discover new products. Multi-channel strategies, where websites, apps, social stores, and customer service work together to increase customer lifetime value and strengthen loyalty. Integrating 24/7 support through AI-powered chat and messaging platforms also aligns with growing expectations for instant assistance.

6. Voice and Conversational commerce driving shopping

Voice search and conversational interfaces are changing how people shop online. Growing adoption of voice-activated devices and smart assistants means that customers increasingly prefer natural language queries when browsing products. Gartner forecasts that in 2026, voice interactions will influence more than half of digital commerce journeys.

Social platforms like WhatsApp Business, Instagram DMs, and chat tools are also powering conversational commerce, where customers ask questions, get recommendations, and complete purchases through chat interfaces. For e-commerce retailers, optimising search for voice and creating conversational support can reduce challenges and improve conversions.

7. E-commerce expands market reach

Global cross-border e-commerce continues to grow, with buyers seeking broader product selections and competitive pricing. According to research, cross-border e-commerce will account for over 25% of global online retail this year. This is driven by improved logistics, mobile payments, and an international marketplace. For South African brands, this trend opens opportunities to a list of products on global marketplaces, while leveraging local craftsmanship and cultural products. Cross-border will increasingly define competitive advantage, including integration and global customer service. This proves that the future of e-commerce is data-informed and customer-centred.

The e-commerce sector is now mature and competitive. It no longer suffices for businesses to merely launch an online store, the customer experience must be intentional, data-driven, and adaptive. Digital commerce is no longer the future, it’s here and adapting now will determine which businesses thrive in the years to come.

These trends will alter how businesses attract, retain, and delight customers. In a market growing at a double-digit compound annual growth rate, doing nothing is a strategic decision which at this rate will be the most expensive one. Businesses aren’t moving because it’s trendy, they’re moving because that is where the demand is. So if your business is not leveraging digital retail on social media apps, your brand is missing out on the opportunities on the table.