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AI Commerce in Europe 2026
Consumers Embrace AI-Assisted Shopping, but Trust Concerns Limit Appetite for Autonomous Purchasing
AI commerce is taking shape in Europe as consumers increasingly use AI to discover products, compare options, and make purchase decisions. For now, Europe remains largely in a “co-pilot” phase: Consumers are more comfortable letting AI assist with shopping than handing over the transaction. But as AI platforms increasingly influence which brands enter the consideration set—and agentic commerce moves closer to reality—retailers and brands must adapt to a shopping journey mediated by AI.
Key Question: What is the outlook for AI commerce in 2026 and beyond?
Key Stat: The UK has the highest ecommerce penetration in Europe, and by 2030, 5.5% of ecommerce sales in the country will originate on AI platforms.
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authors
Carina Lamb
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