In 2026, commerce will thread itself even more tightly into the platforms consumers already use, whether they're watching TV, scrolling TikTok, or browsing a retailer’s site. Streamers will hunt for new revenues beyond subscriptions and ads, fashion shoppers will polarize toward luxury or low-cost, and TikTok Shop will transition from experiment to expectation. Meanwhile, creators will embed more directly into retail environments as brands seek safer, more strategic partnerships.

Across sectors, the line between media and marketplace is dissolving, forcing marketers to rethink where audiences discover, evaluate, and ultimately buy. Here are our retail predictions for 2026.

At least one big streamer will roll out a marketplace allowing viewers to buy via TV

CTV’s success comes from being an effective channel to reach customers, but it also follows revenues.

In 2026, expect to see at least one major streamer launch a marketplace to allow viewers to buy directly from ads. Amazon Prime Video users already can do this on some ads, and clicking “Buy Now” with a smart TV remote will continue to grow in popularity.

Behind the scenes, CTV is proving to be an important growing channel for retail media. New partnerships, like the one between Albertsons Media Collective and NBCUniversal, will forward the convergence of TV and retail.

The gap between luxury and low-cost fashion widens

In 2026, consumers will either cling to luxury or low-cost clothing, leaving mid-tier brands scrambling for relevance.

US personal luxury ecommerce sales are expected to rebound after a slight dip this year, while fast-fashion platforms like Amazon, Temu, and Shein are projected to capture 61% of ecommerce growth from 2025 to 2027, per EMARKETER forecasts. Shoppers seeking something in between will increasingly turn to second-hand options and discount retailers rather than mid-tier brands.

Gap, a mid-tier brand, has made a comeback with creative campaigns and influencer marketing. Its peers can survive this shift if they give consumers a clear reason to choose them.

“The dynamic heading into 2026 is clear: Consumers will keep spending, but they’ll be increasingly selective about where and how they do it,” said  Michael Skordeles, head of US economics at Truist Advisory Services.

TikTok Shop gets more legitimate with consumers and brands

TikTok Shop is shedding its reputation as a Temu equivalent. Brands like Skims, Glossier, and Sunglass Hut have set up official storefronts, giving the platform legitimacy as more than just a space for cheap dupes.

“Retail in the age of agentic will remove barriers between intent, discovery, and purchase, but effortless must also mean trusted,” said Pablo Fourez, chief digital officer at Mastercard.

Building trust is the next step for TikTok Shop, which has mastered price and convenience.

The platform’s momentum is clear. TikTok Shop has almost caught up to eBay in global merchandise value (GMV), according to EchoTik data. 26% of consumers have made a purchase from TikTok, up from 18% the year before, according to a June EMARKETER survey.

In 2026, no brand will be above TikTok Shop, and the marketers who haven’t considered the space will see it as a necessary step in connecting brand awareness and commerce.

“As brands continue to move from ‘awareness’ to ‘transactions,’ CMOs will double down on strategies that connect creators directly to revenue,” said Brit Starr, CMO of CreatorIQ.

Creators move more on retailers’ websites

The maturation of creator marketing has left both creators and brands seeking greater security and confidence in the partnerships. Companies want greater assurance in brand safety from their partners. Additionally, as consumers move to AI platforms and social media grows crowded, creators are looking to maintain their influence over audiences and find exposure.

This year, we predict that an answer to all sides of this will be for retailers to bring more creators off their own feeds, and onto brands' websites.

A few retailers have already moved to tighten their relationships with creators. Both Walmart and Pacsun have launched programs to work directly with selected creators both on and off the brands' sites.

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