By Shannon Williams
Publication Date: 2026-01-09 08:15:00
Exactly.com predicts that social commerce, artificial intelligence and agentic commerce will be a pivotal year for online commerce in 2026 as retailers respond to changing customer expectations for trust, convenience and transparency.
Mark Andreev, chief operating officer of the UK-based payments company, has laid out a series of predictions that put omnichannel retail and AI-driven shopping experiences at the heart of e-commerce strategies for the coming year.
Andreev, who has worked in card payments and fintech for more than two decades, said retailers are moving beyond experimentation with digital channels and are now facing a new beginning in designing customer journeys and managing risk across platforms.
“Omnichannel is no longer optional; it is the foundation of trust,” said Andreev, COO of Exactly.com. “Personalization and social commerce are transforming travel, transforming casual engagement in transactions and brands into recognizable identities that consumers perceive and respond to…”
