Fünf Jahre nach COVID-19 ist Konsum nicht „zurück“, sondern neu kalibriert: Verbraucher:innen kaufen taktischer, vergleichen intensiver, erwarten Nachweise statt Versprechen – und bewegen sich selbstverständlich zwischen Store, E‑Commerce und Social Commerce. Das zeigt das Retail Trends Book 2026 von Havas Commerce, das sechs grundlegende Retail-Trends sowie acht strukturelle „Shifts“ für 2026–2027 herausarbeitet. Im Zentrum steht eine neue Logik der Kaufentscheidung: weniger Überangebot, mehr Auswahlpräzision – zunehmend kuratiert durch KI.
Kernaussage: Handel wird zur Infrastruktur für Relevanz, Orientierung und Vertrauen – und muss in einer Welt algorithmischer Vorauswahl nicht nur sichtbar sein, sondern „eligibel“: auswählbar in den Systemen, die Kaufentscheidungen vorfiltern.
Kernaussage: Handel wird zur Infrastruktur für Relevanz, Orientierung und Vertrauen – und muss in einer Welt algorithmischer Vorauswahl nicht nur sichtbar sein, sondern „eligibel“: auswählbar in den Systemen, die Kaufentscheidungen vorfiltern.
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