2026, New retail at a crossroads

Artificial intelligence is no longer simply optimising customer journeys or improving product recommendations; it is reshaping the very infrastructure of commerce.
Systems are becoming decision-making tools, platforms are orchestrating operations, stores are becoming media channels, and payments are becoming invisible.

We are entering a new age of retail: a unified ecosystem, driven by data, structured by AI, and shaped by growing demands for performance, value and trust.

In this context, the question is no longer, “How can we be present across every channel?” but “How can we operate as a single, coherent and profitable system?”. The challenge is no longer to be everywhere, but to make every lever work as
part of an overarching structure.

The players that succeed in 2026 will not be those that multiply initiatives, but those that rebuild their technological, operational and strategic architecture around unified, measurable and orchestrated commerce.