British retailers expect a significant ecommerce growth in 2026 as artificial intelligence becomes integrated throughout the shopping process, according to new research from Metapack and Retail Economics.
The Ecommerce Delivery Benchmark Report 2026 from Metapack indicates that 80% of UK retailers anticipate online sales growth this year, driven by rapid AI adoption and agentic shopping. Nearly half of UK adults under 45 use AI for product research, price comparison, and exploring delivery options. As consumer behaviour evolves, retailers are adapting accordingly. Globally, 90% of retailers plan to increase AI investment to optimise ecommerce operations over the next 12 to 24 months.
“AI is changing the way people find, choose and buy products, as well as how they are delivered,” said Al Ko, CEO of Auctane, Metapack’s parent company. “Retailers who adopt AI now will get ahead. Those who hesitate will fall behind as AI reshapes every part of retail, from discovery to delivery.”
The study, which surveyed more than 8,000 consumers and 400 retailers across eight markets, shows AI moving into the retail mainstream. Globally, 78% of consumers used AI tools in the past year, rising to 93% among under‑35s. In the UK, 30% of adults say they are open to AI acting as a personal shopping agent — and platforms such as ChatGPT are already driving more than 50 million monthly shopping‑intent visits.
Britain forges ahead
The UK is leading the AI charge; British consumers stand out as Europe’s most confident AI adopters, with 64% expressing trust in AI-assisted ecommerce.
Meanwhile, retailers are using the technology to improve product discovery, warehouse efficiency and fulfilment, linking AI investment directly to conversion and delivery performance.
Adoption challenges
Adoption challenges remain. More than a third of European retailers cite keeping pace with AI as a key concern for 2026, with large retailers pointing to skills gaps and legacy system complexity, while smaller firms highlight development costs and compliance demands. The report also shows a maturity gap between regions: 28% of North American retailers have scaled AI across multiple functions, compared with just 17% in Europe.
“AI is reshaping retail strategy, not just the customer experience,” said Richard Lim, CEO of Retail Economics. “In 2026, the focus shifts from experimentation to execution, where success will be shaped by how effectively retailers can embed AI into their data, systems and everyday operations.”
Delivery expectations are also increasing. Most UK shoppers now expect free two-day delivery as standard and are willing to pay £5 to £8 for faster or more convenient options. Cost remains the top delivery priority for 36% of shoppers globally. Retailers are increasingly using AI to improve speed, tracking, and proactive communication, which 38% of European businesses identify as having the greatest impact.
The research identifies four emerging AI-driven shopper personas: Delegators, Collaborators, Selectors, and Skeptics. These groups reflect varying approaches to integrating AI into the retail experience.
Looking ahead, nearly half of shoppers expect AI to serve as a helpful assistant by 2030. With previous research suggesting many retailers are unprepared for the full arrival of agentic shopping from a tech perspective, those who get ahead of the curve are best positioned for ecommerce growth.
How much ecommerce growth there is remains to be seen. According to the latest Office of National Statistics data, online sales accounted for 28% of all UK retail sales in September 2025. The impact of AI on this figure will be interesting to monitor.
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