Exactly.com predicts AI & agentic commerce for 2026

Exactly.com expects social commerce, artificial intelligence and so-called agentic commerce to shape a pivotal year for online retail in 2026, as merchants respond to shifting customer expectations around trust, convenience and transparency.

Mark Andreev, Chief Operating Officer at the UK-based payments firm, has set out a series of predictions that place omnichannel retail and AI-driven shopping journeys at the centre of eCommerce strategies for the year ahead.

Andreev, who has worked in card payments and fintech for more than two decades, said retailers are moving beyond experiments in digital channels and now face a reset in how they design customer journeys and manage risk across platforms.

"Omnichannel isn't optional anymore; it's the foundation for trust," said Andreev, COO, Exactly.com. "Personalisation and social commerce are reshaping journeys, turning casual engagement into transactions and brands into recognisable identities that consumers notice and respond to. Together, these elements create a seamless, connected experience that customers demand for 2026."

Retailers spent much of 2025 improving links between physical outlets and digital storefronts. Many introduced click-and-collect models, richer in-app experiences and more joined-up loyalty schemes as they tried to maintain sales in a mixed economic environment.

Exactly.com notes that merchants also faced regulatory changes and tighter scrutiny of data use and payments. Those shifts pushed more retailers to review how they handle customer information and payment security, particularly across social platforms and mobile channels.

Agentic commerce emerges

Exactly.com identifies agentic commerce as a key development for 2026. The term describes shopping journeys that rely heavily on autonomous or semi-autonomous digital agents that act on behalf of consumers.

The company expects this model to move from early pilots into broader testing as AI tools become more embedded in everyday services and devices. This trend is likely to influence how retailers present product information, structure pricing and design consent flows.

"We're already seeing the early emergence of agentic commerce, and we expect this trend to accelerate as consumers demand new levels of convenience," Andreev added. "At Exactly.com, our experts anticipate that AI will likely play a vital role in helping users research, compare, and we may even see test runs of autonomous transactions, ushering in a new era where AI is a key driver of the shopping experience."

Retail executives are reviewing the impact of these tools on both online and in-store operations. Digital-first brands are adjusting their strategies as AI-driven recommendations and conversational interfaces change how customers discover products.

High-street retailers are considering how to integrate AI into stores. Many are testing clienteling apps, digital fitting tools and automated inventory systems that connect store staff with data from online channels.

Leadership under pressure

Exactly.com argues that these shifts demand what it calls algorithmic leadership. Senior teams must understand how automated systems influence pricing, promotion, fraud checks and customer experience across several platforms.

This expectation increases pressure on boards and executives that are more familiar with traditional retail cycles. They now face rapid feedback loops from social media, real-time campaign performance data and AI tools that can change outcomes in minutes.

Andreev links these developments with a broader change in how organisations structure decision-making around technology and data. That change includes governance around AI models and how retailers test new forms of automated purchasing.

Trust and transparency

Despite the focus on innovation, Exactly.com highlights ongoing concerns about customer trust. Many consumers remain wary of how retailers collect and use data and how social platforms handle payments, identity checks and dispute resolution.

The company expects trust and security issues to become more prominent as agentic systems conduct more steps of the shopping process without direct human input at every stage. That includes product discovery, comparison, payments and post-purchase support.

"Shoppers are now demanding more than just a fast checkout and convenience - they expect transparency, security and a frictionless experience across channels that doesn't involve a trade-off between safety and convenience," Andreev emphasised.

Exactly.com positions this shift as a central challenge for online and offline retailers in 2026. It notes that merchants with clear policies on data, authentication and dispute handling may find it easier to retain customer loyalty as more transactions start on social networks or through AI agents.

The firm also expects payments infrastructure and integrations with card schemes and digital wallets to remain an area of investment. That includes connections with emerging forms of AI-led shopping interfaces and new compliance requirements in the UK and EU.

"Personalisation and social commerce are reshaping journeys, turning casual engagement into transactions and brands into recognisable identities that consumers notice and respond to," said Andreev.