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Retail’s New Rhythm: Always-On Shopping, Seamless Experiences

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As we step into the new year, it’s worth reflecting on the whirlwind that was the 2025 holiday shopping season.

What might surprise you is that the shopping surge didn’t just start on Black Friday; it began well before, and the momentum carried on long after Cyber Monday. Many retailers saw elevated demand beginning as early as late October, a trend that industry data continues to validate: 

  • The Salesforce Shopping Index reported that global digital sales grew 7% year-over-year, driven by earlier promotions and mobile-first shoppers. 
  • Mastercard SpendingPulse confirmed retail sales strength before and after Cyber Monday, highlighting that peak shopping is no longer confined to one weekend.

The data tells a clear story: today’s consumers are always on the lookout for value, and they’re finding deals outside the traditional shopping milestones.

But there’s more to this shift than just timing. Shoppers now expect: 

  • Seamless omnichannel experiences — Today’s shoppers fluidly move between websites, apps, and instore touchpoints as they navigate their buying journey. 
  • Personalized incentives and dynamic pricing — Shoppers tend to engage more with timely, tailored offers than with broad, one size fits all promotions. 
  • Perks that feel standard, not premium — Shoppers increasingly view benefits like free shipping, expedited delivery, and loyalty rewards as baseline expectations rather than add-ons.

Retailers that deliver fluid, personalized journeys supported by strong tax and compliance operations will be the ones that win shopper loyalty in 2026.

Another trend that stood out is the rise of new shopping avenues. Artificial intelligence is powering unique user experiences, with Adobe reporting that over 40% of consumers use AI for product recommendations. Social commerce continued climbing (driven by TikTok and Meta) where TikTok Shop alone saw record traffic during Cyber Week. Mobile shopping dominated as Shopify’s Black Friday Cyber Monday (BFCM) insights revealed that 75% of global orders were placed on mobile devices. The days of waiting in long lines at the mall for a great deal are gone. Now, you can shop from any device, at any time, and check out with a virtual cashier.

As we look ahead to 2026, these trends will only accelerate. Retailers who prioritize seamless, personalized, and tech-enabled experiences will be best positioned to meet evolving consumer expectations. To continue exploring how Vertex helps retailers stay compliant, confident, and future ready, visit our tax technology solutions page and see why we lead at the corner of commerce and compliance.  

Blog Author

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James Blake

Practice Leader

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With more than 20 years of industry experience, James has equal tenure as a consultant in both finance and retail. Currently leading a team of tax technology professionals responsible for indirect tax automation for retail companies, his primary focus is designing end-to-end multi-channel transaction tax solutions. Leveraging advanced technology and scalable software, his keen understanding of compliance aids in enhancing productivity, reducing risk, and improving customer satisfaction.