At a recent Patchworks event of retail and ecommerce technology leaders, the conversation quickly turned to peak trading, the shifting landscape of consumer expectations and what it will take to help retailers thrive in the years ahead. From data integrity to fulfilment, omnichannel and disciplined execution, the consensus was clear – retail success in 2026 and beyond will hinge on focus, flexibility and flawless operations.
Data as the ultimate differentiator
“Data isn’t just an asset – it’s your co-founder,” said Ella Rouse, Client Success Manager at 5874 Commerce. “As the world becomes increasingly AI-driven, the quality of your product and customer data is the key to unlocking success. We’re seeing more clients prioritise data integrity above everything else.”
A longer, more digital peak season
David Duke, Director of Partnerships at Visualsoft, highlighted the shifting dynamics of this year’s golden quarter: “This year’s peak trading season looks set to be more drawn-out and digital-centric than ever. We’re seeing retailers launch deals earlier and focus on value, responding to cautious but steadily improving consumer confidence.”
Looking further ahead, he warned of the balancing act retailers will face: “In 2026, retailers will be caught between rising costs and sky-high customer expectations, but they’ll also have incredible opportunities to innovate – from harnessing AI-driven personalisation to blending online and in-store experiences into one seamless journey. My one piece of advice is to stay agile and truly customer-centric – be ready to pivot as shopper needs change and embrace the partnerships and technology that will elevate the customer experience.”
Fulfilment as the new battleground
Luke Hilton, VP of Solution Engineering Global at Marketplacer, was clear that this year’s peak trading will hinge on one thing: “It’ll be all about fulfilment. Shoppers will spend, but they won’t forgive friction. The Amazon fulfilment experience is the new norm for customers and retailers with tight integrations, streamlined fulfilment and real-time availability will win. The rest will be scrambling.”
He added that the next year will be defined by retailers’ ability to scale smartly. “Margins are under pressure while customer expectations keep rising. The opportunity is in marketplaces and partnerships – scaling range without scaling risk. Marketplacer’s connector is a great way for retailers to test, trial and adopt a range extension strategy with less risk. My advice? Stop waiting for perfection. Move fast, test new ranges, and let integration partners do the heavy lifting.”
Omnichannel resilience and adaptation
Bruce Wright, VP of Sales & Channel at Pimberly, pointed out that the final quarter of the year is often make-or-break: “The last quarter of the year is typically very active, both from a project and activity perspective. Many retailers will be looking at Black Friday, Christmas and New Year sales to bolster figures, whilst keeping an eye on what they need to do technology-wise to remain competitive.”
Looking ahead, he emphasised the continued importance of omnichannel. “With the High Street taking a battering from online trade over the last few years, I think omnichannel retailers will have a big focus on how they can provide a seamless customer experience – buying online and picking up, or returning to a local store. Technology can help them overcome this challenge.” His advice to retailers: “Stay true to your principles, but be prepared to adapt to market conditions.”
Back to basics in a complex landscape
Elie Maalouly, CTO & Co-founder at Randem Retail, agreed that while peak season will bring a much-needed boost, the real challenge lies in simplifying retail’s growing complexity. “This year’s trade has been slower than previous years, but peak should see an uplift for brands who offer discounts around key events like Black Friday. Online channels will see the biggest lift.”
He stressed that 2026 will test retailers’ ability to manage a fragmented ecosystem of channels and marketplaces. “The retail sector is doing it tough. The introduction of so many new platforms makes it even more complex to navigate. Retailers who go back to basics and nail their customer journey – especially around delivery and returns – will differentiate themselves from the noise in the market.”
His advice is clear. “Focus on your customers, both existing and new, and earn their loyalty through every touch point of the experience. Loyalty isn’t just a programme; it’s about making every interaction predictable and simple, from two-hour delivery to click-and-collect to hassle-free returns. That’s where retailers will see the biggest uplift in both revenue and long-term survival.”
Nailing the last mile
Jash Choksi, Partnerships Lead at what3words, highlighted that success during peak trading often comes down to mastering the basics. “Even small errors – like overlooking the importance of accurate addressing – can cause major delays when volumes surge. From recent conversations at the Patchworks event, it’s clear retailers are focused on making the last mile as reliable as possible. My advice is to make the most of the tools and connectors at your disposal to ensure high-quality location and address data. This is key to boosting delivery efficiency and keeping customers satisfied, even through the busiest season of the year.”
Planning ahead to protect margin
Alan Grimsley, Partnerships at Brightpearl & Inventory Planner by Sage, advised retailers to think further ahead than feels comfortable. “Your lead times, cash flow, and demand shifts all collide in Q4. If you’re not already preparing months in advance, you risk compromises that hurt both margin and customer experience.”
Fewer shiny objects, more execution discipline
Gita Samani, Strategy and Transformation Consultant, urged retailers to focus less on chasing trends and more on extracting value from what they already have. “Economic headwinds demand sharpening, not expansion,” she said. “Inflationary pressures, weaker consumer sentiment and rising costs mean there’s little margin for error. Retailers must squeeze more out of their existing assets before adding new ones.”
She emphasised that consumers are becoming more intentional, and that trust, relevance and predictability will matter more than discounts or gimmicks. “AI, hyper-personalisation, and pricing agility are powerful, but only if underpinned by clean, integrated data,” she noted. “Without that, added tech becomes noise, not signal. Sustainability, resale, and circular models are no longer optional. Execution discipline is the true differentiator – in a volatile market, it’s about doing fewer things, doing them better, and being relentless about feedback loops.”
Technology as a driver of profit and efficiency
Nicole Delaney, General Manager, UK – GTM at Shero Commerce, expects a competitive but steady season ahead. “We feel that UK shoppers are being more deliberate with their spending, but there’s still a strong need for value, convenience and trust in the brands they buy from. Retailers who have invested in optimising site performance, flexible payment options and smooth fulfilment will do well. We’re seeing a shift away from short, high-pressure campaigns to longer, data-driven promotional windows that give brands more time to build momentum and manage inventory effectively.”
She added that profitability and technology are becoming inseparable priorities. “The biggest challenge we’re seeing right now, and it’s only going to continue into 2026, is keeping profitability in check while still meeting rising customer expectations. Everything’s getting more expensive – fulfilment, acquisition, advertising – it all adds up. But more retailers are now looking to technology as a lever for profit. We’re hearing from mid-market and enterprise businesses that want to move to Shopify with Shero Commerce to escape legacy systems that have become expensive to maintain and slow to evolve. The retailers who start investing now in scalable, flexible platforms will be in a much stronger position to grow sustainably into 2026 and beyond.”
On AI, she said: “Retailers should start embracing AI in practical, measurable ways. You don’t need to overhaul everything overnight, but begin applying AI where it can make an immediate impact – preparing product data for the rise in large language models and future-proofing growth. At Shero, we see AI as a tool to enhance creativity and efficiency, not replace it. Those who start experimenting now will have a major competitive edge this time next year.”
A grounded and focused future
“Our conversations with retailers and tech providers all around the world show us that heading into 2026, the retailers that will do best aren’t necessarily the ones chasing every new piece of technology,” said Patchworks CEO Jim Herbert. “They’re the ones tightening up what they already have and making sure everything works together properly. The last couple of years have made it clear that connection, not constant change, is what keeps businesses strong. We’ve spoken to people stressed about what they call their ‘retail tech spaghetti’ and we can come in and make a difference.”
Patchworks are focused on helping brands build that kind of stability. When systems are integrated, teams can handle peaks in demand, spot problems before they grow, and run operations more efficiently. It’s not just about speed – it’s about being able to trust your data and make good decisions based on it.
Jim continued: “I think next year will be about using technology in a more grounded way. We all get excited about new innovation. But the retailers that stand out won’t be the ones with the flashiest new tools, but the ones that know how to join things up behind the scenes. When everything’s connected, the customer experience improves naturally – and the people running the business finally get a bit more sleep.”
Looking back and planning ahead
Whether it’s peak trading in 2025 or the retail landscape of 2026, the themes that dominated Patchworks’ event were consistent: data integrity, fulfilment, omnichannel agility, loyalty through execution and disciplined focus. For the retail technology community, the winners won’t be those who add the most tools, but those who help retailers simplify, integrate and execute brilliantly on what matters most to their customers.
