If you were at the E-commerce Bridge conference in Žilina, you already know what awaits us in e-commerce this year. If you couldn't be there, I have prepared a summary of the most important e-commerce trends, recommendations, and insights for 2026 for you.
In the lecture, we discussed why the growth of many e-shops is slowing down, what is really holding them back today, and what actually determines whether an e-shop can grow in an increasingly challenging and competitive environment.
E-commerce is changing faster than many e-shops can keep up with. What worked a few years ago – more advertising, a higher budget, more aggressive campaigns – is no longer delivering results. Customers are more cautious, advertising is more expensive, and increasing spending doesn't automatically mean higher profits.
From our practice, we see very clearly that more advertising is no longer the solution.
In 2026, e-shops that understand their data, work with profitability, and use technology to increase value – not just traffic – will win.
Why is e-shop growth stalling?
When we talk to e-shop owners, we often hear the same arguments – the market is uncertain, customers are spending more cautiously, and competition is stronger than ever. All of this is true, but these are factors that an e-shop has minimal control over.
The problem usually doesn't lie in the market, but in three key metrics that every e-shop has in its own hands:
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Average Order Value (AOV)
Customers are buying, but in one purchase, they leave approximately the same amount as they did a few years ago. -
Advertising Costs (CPC / CPM)
Performance advertising has increased in price by about 20% year-on-year. -
Conversion Rate (CR)
From the same traffic, fewer orders are generated, significantly reducing the return on marketing investments.
It is from this combination that the main e-commerce trends that e-shops should focus on in 2026 arise.
Increasing Average Order Value (AOV)
Increasing traffic is becoming more expensive today. Therefore, we recommend that e-shops focus more on getting the most out of existing traffic. One of the most effective ways is to increase the average order value.
AOV - HACK 1: Free Shipping as a Psychological Trigger
The free shipping limit ("Free shipping over €30") is one of the simplest yet still extremely effective tools. It naturally motivates the customer to add another product to the cart – often without the need for any discount.
AOV - HACK 2: Cross-sell: "Customers also bought…"
Cross-sell, or recommending related products directly on the product page or in the cart, also works very well. If a customer is solving a specific problem, it is the ideal moment to offer them an accessory that solves this need comprehensively. A properly set cross-sell is not intrusive but increases the value of the entire purchase.
AOV - HACK 3: Volume Discounts
Only 4% of e-shops actively work with volume discounts, even though it is one of the most effective tools for increasing AOV.
A simple example:
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1 piece of product: €59.90
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2 pieces of product: –5% / piece
2. Smarter Work with CPC / CPM
Advertising is more expensive – and it won't get cheaper. Therefore, the answer is not further increasing budgets, but changing the way campaigns are managed.
CPC / CPM - HACK 1: Optimization Based on Data
The foundation is quality analytics and regular work with data. However, the real gamechanger is product scoring and profit bidding. Most e-shops still optimize campaigns based on revenue, which means they promote products that generate sales but ultimately do not bring profit.
In the long run, it is much more effective to shift budgets to products that actually earn the e-shop money and gradually eliminate loss-making items from campaigns.
CPC / CPM - HACK 2: Video and Influencer Marketing as the New Standard
Another strong trend is video content and influencer marketing. Static banners are gradually losing effectiveness. Customers want to see the product in real life – in use, in context, and ideally through the eyes of someone they trust.
Authentic videos, UGC content, unboxings, and real experiences have a significantly higher impact on decision-making than traditional advertising. In 2026, it's no longer an add-on but a standard.
3. Conversion Rate Optimization (CR)
Data from Q4 2025 clearly showed, that high traffic alone is not enough. The ability of the e-shop to convince the visitor to make a purchase is decisive.
CR - HACK 1: Price Yes, but Not at Any Cost
Price still plays an important role, but the cheapest e-shop no longer wins. Working with value – a discount in exchange for an email, a reminder of an abandoned cart, or emphasizing the uniqueness of the product – works much better.
CR - HACK 2: FOMO Effect
A strong psychological element is also the FOMO effect – information about limited availability, time-limited offers, or interest from other customers. However, the absolute foundation remains a quality product page with clear content, photos, videos, and trustworthy reviews.
CR - HACK 3: Perfect Product Page and Reviews
Quality photos, videos, clear content, and trustworthy reviews are the second most important decision-making factor after price. The greatest weight is given to reviews from real customers, ideally supplemented with photos or video.
What Will a Successful E-shop Look Like in 2026?
A successful e-shop in 2026 will not be the one that spends the most money on advertising. It will be the e-shop that can get the most out of every visit. It systematically increases the value of each order, advertises based on the real profitability of products – not just revenue – and works with authentic content and video that help customers make decisions.
At the same time, it continuously focuses on conversion optimization, from the product page to checkout, and uses AI for faster decision-making and more efficient marketing management. It is the combination of data, technology, and quality content that will determine which e-shops will grow in 2026.
At ui42, we operate as a ONE-STOP SHOP partner – connecting development, UX, marketing, creativity, data, and AI into one functional unit that supports the growth of e-shops in the long term.
