Trends in Commerce 2027

Commerce is entering a new phase. Product discovery is shifting from search bars and category pages to social feeds, marketplaces and AI assistants, while brands and retailers are under growing pressure to connect these journeys across channels without losing control of customer data, margins or loyalty. At the same time, consumers expect convenience everywhere, but increasingly standardised experiences make real differentiation harder.

How will AI change what gets discovered, recommended and purchased? Which role will platforms, marketplaces and retailers play when the customer journey is increasingly mediated by algorithms? And how can brands create loyalty and profitable growth when price, speed and convenience are becoming basic expectations? In this panel we discuss the commerce shifts that will matter most in 2027.