In 2026, the retail sector is transforming. Generative AI (GenAI) and agentic AI is disrupting consumer shopping behavior at the product discovery phase, forcing brands go all in on generative engine optimization (GEO) in their digital marketing strategies. Meanwhile, TikTok Shop is proving that at least one upstart third-party marketplace platform can navigate the new climate of trade protectionism that is clipping the wings of other cross-border marketplaces to find success in the US. Finally, quick commerce, which is exploding in India and other emerging markets, is again making tentative headway in the US thanks to the backing of the world's most important retailer, Amazon.