This year’s theme was “retail alchemy”– blending science (data, technology) with the art of retail (human connection, creativity) to create gold for customers.
Virid was in attendance, and we’ve compiled three key takeaways from the show for online retailers to win at eCommerce in 2026 and beyond.
1. Loyalty should be top priority, and it starts with the customer experience.
Customer loyalty and retention are more important now than ever and turning shoppers into brand advocates begins with the customer experience.
Speaker Kim Lefko from Ace Hardware, said “consistency is our superpower” when it comes to brand marketing and building loyalty. While growing brands may not be able to outspend their competitors on advertising, they can invest in creating a solid customer experience to see significant ROI with customer loyalty. Delivering a reliable product and strong customer experience across every channel will win customers’ hearts and minds before a new ad campaign will.
Bennett Fox-Glassman from Macy’s noted, “Great experiences always drive loyalty above all else.” In a session with Ruggable’s Sarah Kleinman and Primark’s Rene Frederico, the trio discussed how retention starts the moment someone becomes aware of your brand. This means whether they find your product on shelves, come across it in an Instagram post, hear about it from a friend, or anywhere in between, customers are constantly discovering and evaluating your brand.
For growing online retailers especially, it is critical to invest in the foundation of your customer experience – your eCommerce site. Every element from the site navigation to search functionality to checkout process reflects your brand and forms an impression in potential customers’ minds.
At Shoptalk, we met with retailers to share personalized insights to optimize their eCommerce sites for conversions. To request a free site assessment for your own eCommerce site, schedule a consultation here.
2. AI can transform retail businesses – but only if customers remain the north star.
Unsurprisingly, AI was a throughline of most of the sessions, as consumers are undoubtedly changing the way they find information and products.
In fact, according to EMARKETER, 38% of US consumers have used generative AI for online shopping. Their research also suggests GenAI–referred shoppers engage more meaningfully with brands, with 10% more pages per visit and 32% longer dwell time. In addition, they predict AI search advertising will scale rapidly in the next four years.
During his keynote, entrepreneur Gary Vaynerchuk emphasized the importance of generative engine optimization (GEO) and answer engine optimization (AEO) for B2C and B2B brands alike. For retailers to win in the coming year and beyond, they will need to meet customers where they are and optimize their sites and content to fit these new discovery methods.
Leading retailers are already leveraging AI to optimize their operations and improve the customer experience. From merchandising to supply chain management, AI has applications that can empower eCommerce teams to work smarter and more efficiently.
When used strategically, AI also has the ability to reduce friction and add value to the customer experience. Brands are now using AI tools to analyze browsing patterns, purchase history, and other engagement signals to create more personalized experiences for their customers, and this trend is not slowing down.
In the modern retail landscape, utilizing AI to deliver greater personalization and high-touch customer engagement will separate retail leaders from the rest of the pack.
3. Consumers still crave personal connection and custom brand experiences.
Despite the heavy focus on AI across most Shoptalk sessions, one central theme emerged – personal connection and brand experiences are still at the forefront of consumers’ minds, both in store and online.
Keynote speaker Jonathan Adler spoke about the importance of creating moments of surprise and delight for customers. This extends beyond brick-and-mortar experiences, although several sessions did cover the return to brand activations in physical stores.
But consumers are looking to be delighted in every aspect of the buyer’s journey, including online. In fact, 80% of consumers prefer brands that offer personalized experiences and even report spending 50% more with these brands.
So how can retailers create the experiences customers are looking for?
Creating retail magic for consumers starts by reducing everyday friction and adding value to the customer experience.
If you have an omnichannel business, ensure the customer experience across your eCommerce site and brick-and-mortar stores is consistent and seamless for customers– think BOPIS, real-time inventory visibility, and integrated communications across email and SMS. For pure-play online retailers, focus on engaging customers on your site with dynamic content, increased personalization using AI tools, and robust loyalty and rewards programs.
Need Help Optimizing Your eCommerce Site?
If you didn’t get a chance to attend Shoptalk Fall this year, or if you attended but didn’t find the eCommerce solution you were looking for – reach out to our team. We’ll work with you on a complementary site analysis and provide personalized recommendations for you to start optimizing your eCommerce business for revenue growth.
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