Revenues jumped 30% YoY as consumers’ takeaway habits solidified.

The AI Platform Is Closer Than Some Rivals, but It Still Faces Barriers

This FAQ addresses what commerce media is, how it differs from retail media, and where growth opportunities exist for advertisers in 2026.

AI was everywhere at CES 2026, from robots to toilets and toys. The race to define the next computing interface is on, agentic ad tech is emerging, and health wearables are pushing further into physiological data. Best in show: Lego’s Smart Brick.

As genAI assistants play a more prominent role in shopping, retailers and brands will have to rethink how their loyalty programs support direct consumer relationships, and how loyalty benefits can be surfaced in AI conversations.

The automotive dashboard is evolving into a media hub. By 2029, 203 million connected car drivers will give advertisers access to captive audiences through AI commerce, in-vehicle ads, charging sessions, and rideshare integrations.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2026 that businesses should be aware of, as compiled by our forecasting team.

Amazon is testing ultra-fast delivery for fresh groceries and other household essentials in some areas of Seattle and Philadelphia. The service, called Amazon Now, allows shoppers in eligible neighborhoods to receive thousands of items in 30 minutes or less. While Amazon continues to invest in its brick-and-mortar grocery business, enhancing its ecommerce initiatives appears to be taking precedence. Speeding up delivery could help Amazon extend its foothold in grocery while keeping shoppers wedded to its platform, but our forecast expects its share of digital grocery sales to dip as Walmart, pure-play grocers, and intermediary delivery platforms grow their piece of the pie.

Mobile will account for nearly half of US online sales in 2026 and become the dominant channel in 2027. To make the most of this shift, retailers and brands should enhance integration of their shopping apps and loyalty programs.

Kroger is overhauling its ecommerce strategy, closing three Ocado automated fulfillment centers after underperformance and leaning more on stores and third-party partners like Instacart, DoorDash, and Uber. Though initially costly, Kroger expects $400 million in ecommerce profit gains by 2026, helping fund price cuts and store improvements. The shift highlights the high cost of competing with Amazon and Walmart on delivery speed and the appeal of using delivery platforms' existing last-mile networks. The new model should cut costs, add flexibility, and support a stronger customer experience as online demand grows.

From grocery aisles to gig apps, the biggest names in commerce are converging on the same conclusion: Grocery has grown into the ultimate testbed for convenience, loyalty, and AI-driven efficiency.

Uber partnered with ad measurement firms Kantar and Adelaide to launch a custom attention metric for in-ride ads and Uber Eats checkout screens, the companies announced Tuesday. The partnership is Adelaide’s first custom, platform-specific attention metric partnership. As the ad industry inches toward universal standards, Uber’s launch shows the challenges in creating a one-size-fits-all approach. Even post-standardization, advertisers will have to navigate an ecosystem with multiple platform-specific offerings.

Uber is pursuing aggressive cross-platform integration to boost revenue, noting that customers who use both its mobility and delivery services spend three times more and stay longer. With only 20% of users currently overlapping, the company is pushing its Uber One membership and personalized offers to bridge the gap. Delivery growth remains strong, with bookings up 24% YoY, and Uber is expanding into grocery and retail through partnerships with major brands and new promotions like “Fresh Days.” Overall, Uber’s record trip volumes and strong earnings outlook highlight sustained demand for convenience and position the company for continued growth.

Kroger and Uber are joining forces to expand their audiences and attract more incremental spending. Kroger customers will be able to order restaurant delivery—fulfilled by Uber—from the grocer’s website and app. Starting next year, Uber Eats users will be able to order groceries from Kroger’s 2,600-plus stores. Partnering with third-party delivery platforms offers pure-play grocers such as Kroger an opportunity to level the playing field with mass competitors like Walmart and Amazon. Deals like the one between Kroger and Uber will likely become more common as retailers look to reach high-intent shoppers and delivery platforms race to keep their competitors at bay.

Travel media networks like Marriott, Expedia, and Uber are tapping loyalty data to compete in commerce media. To drive growth, TMNs are turning to off-site activations, cross-industry partnerships, and non-endemic advertising.

OpenAI introduced a wide swath of app integrations for ChatGPT, pushing the generative AI (genAI) chatbot toward super app status. Spotify, Booking.com, Zillow, Canva, Figma, and Expedia are now all part of the ChatGPT experience. Brands should start treating ChatGPT like a search engine, app store, and marketplace all in one. Marketers should create and tag their content so it can surface naturally in ChatGPT responses. Generative engine optimization (GEO) strategies include structuring content and product copy with mini headlines and using concrete language over abstract phrasing to boost appearances in output.

OpenAI is now allowing users to connect to select third-party apps within the ChatGPT interface. The integrations expand the chatbot’s utility while encouraging users to spend more time within the platform. Consumers may not yet be willing to make transactions within ChatGPT, but they are open to its recommendations. ChatGPT’s integrations with Expedia and Booking.com could transform how people approach trip planning, all while siphoning more traffic from Google—and familiarizing users with the idea of making more purchasing decisions with the help of AI.

United Airlines teamed up with Instacart to give its loyalty program members sweetened perks like free grocery delivery and bonus miles. The $0 delivery fee—what United calls a first for an airline—applies on orders placed just before, during, or shortly after a domestic flight. Loyalty program participants can also earn miles for setting up new Instacart+ memberships and for linking their United and Instacart accounts.The United-Instacart collaboration is more than just a marketing tie-up. It shows how companies are responding to the desire for more flexible loyalty programs and sets the stage for more cross-industry ties among retailers, travel companies, and other industries.

DoorDash unveiled a host of features designed to make its services stickier for both businesses and customers. DoorDash’s fulfillment updates position the platform as a stronger partner for the many retailers trying to keep pace with Amazon and Walmart on delivery speed. At the same time, the company’s latest features show the pressures of competing with Uber and Instacart, both of which are adding more retailers to their platforms while courting customers with broader perks.

Uber Eats will offer customers weekly discounts on fresh groceries in markets worldwide as it looks to become a top destination for grocery shopping. Fierce competition between Uber and other delivery platforms, as well as Amazon and Walmart, is making grocery delivery more affordable, which is in turn driving online grocery adoption. By offering weekly discounts, Uber is hoping to turn occasional shoppers into regulars—and grow its small share of grocery spending into a much larger one.