Here is the first part of our special series “Takeaways NRF 2026”, by Laurence Faguer, retail & e-commerce expert at FW.MEDIA.
In New York, the energy felt this year at the NRF is unusual. Dense. Tense. And above all very execution oriented.
This climate is not disconnected from economic reality. In the United States, core retail sales increased by +3.58% year-on-year (excluding restaurants, automobiles and gas stations, source: Retail Monitor). Retail is entering 2026 with solid momentum, visible both in malls and in the performance of major brands.
Without dwelling on this consumer appetite – already widely commented on – this edition of the NRF above all highlights a structural shift. Here are the key lessons to remember.
AI is becoming a purchasing channel in its own right.
The introduction of direct payment in conversational AI interfaces (ChatGPT, Gemini, Perplexity, etc.) marks a breakthrough comparable to the arrival of mobile or online payment.
In 2025, AI was mainly used to explore, compare and obtain information.
In 2026, it becomes transactional.
According to Adobe Analytics:
- Traffic to retail sites from generative AI increased by nearly 700% year-over-year
- Over the holiday season, these sources generated conversion rates 31% higher than other channels
The topic is no longer “AI as an assistant”, but AI as an entry point to commerce.
Universal Commerce Protocol: standardizing agent commerce.
Google, through Sundar Pichai, announced the launch of Universal Commerce Protocol (UCP)alongside Shopify, Etsy, Wayfair, Target and Walmart.
The objective is clear:
lay the technical foundations of a trade orchestrated by AI agentsinteroperable between platforms, merchants and payment systems.
What the UCP allows
- A common language for agentic commerce
- An open, standardized protocol
- Agents capable of managing the entire process: recommendation, purchase, payment, after-sales service
The key point for retailers
According to its designers, the merchant maintains the customer relationship : transaction, data, experience.
The agent acts, but the brand remains structuring.
From product purchasing to “mission” purchasing.
One of the strongest signals observed at the NRF:
AI agents no longer just buy products. They perform complete intentions.
Walmart: structuring the purchase by intention
On Walmart.com, research becomes a “mission”:
- organize a birthday
- prepare for a day at the beach
- equip a home
The agent takes care of the search, selection, transaction and delivery.
Ralph Lauren: the agent as advisor
With Ask Ralph, Ralph Lauren transforms the experience:
- previously: navigation → filters → decision
- from now on: conversation → guidance → purchase
The agent acts as an expert seller, integrated into the brand ecosystem.
AI-driven content
At Zalando, 80% of marketing content is now generated by AI, with a 70 to 80% increase in click-through rates.
AI does not replace creation: it changes the scale and speed.
Why now: the shift in the purchasing journey
What we now call the agentic trade is based on a profound change in consumer behavior.
The route is transformed:
- from research to conversation
- agent-executed showcase pages
- from multi-click to almost instant purchase
Actors are already structuring this ecosystem:
- Shopify (commerce infrastructure)
- Meta (transactional conversation)
- Google (distribution)
- Amazon (Rufus)
- Walmart (Sparky)
Direct consequence:
- fewer clicks
- fewer pages
- more decisions made “in conversation”
The very notion of homepage and checkout becomes secondary.
Brands and retailers: new performance levers
In this context, the question is not “should we go?” but how to exist in agent-driven conversations.
Strategic priorities:
- Be present where intention is formed
- Deliver value, not noise
- Build credibility and trust
Operational sites:
Moving from classic SEO to LLM research methods.
Thoroughly rethink product pages:
- comprehensive attributes
- exact data (local stock, availability)
- videos
- answers to real consumer questions
Multiply the contents:
- brand
- product
- micro-creators
The deciding factor: confidence in payment
As in the early days of e-commerce, everything is based on trust.
Jason Del Rey (The Aisle) observes a gradual adoption:
- first purchases capped around 50 dollars
- then 100 to 200 dollars
- before, potentially, higher baskets
Concrete cases: when the actors get involved.
Beyond the speeches, several brands have shared tangible commitments.
JD Sports Fashion Plc
The group wishes to enter into agentic commerce without losing control :
- prices
- stocks
- from checkout
- preparation and delivery
- customer experience
“GenAI channels will become a major entry point to commerce. Our goal is to make purchasing as easy as possible, regardless of channel. »
Intelligent inventory: from operational tool to strategic lever.
Another strong lesson from the NRF: inventory becomes a strategic asset.
In 2026, the winning brands will be those capable of:
- guarantee close to 100% availability
- free store teams from product research
- streamline the link between store and e-commerce
RFID is no longer a counting tool.
It becomes a lever of trust, loyalty and growth.
Dynamite Group Case.
Before :
- inventory discrepancies
- team frustration
- lost sales
Today (gStore platform):
- inventory updated every 10 minutes
- fine localization of products
- near real-time vision
- store extended beyond its walls
- best omnichannel execution
Marketplace: an orchestration tool, not a “side business”.
In 2026, players like Best Buy, Nordstrom or Target are using their marketplace as a strategic tool.
Goals :
- expand the assortment without saturating the stores
- test new categories
- identify trends (“curation at scale”)
- stay agile
Walmart adopts a complementary approach: physical display of large products, QR codes for information and ordering.
The quote
“One of the biggest transitions I had to make was helping the team understand that you can’t tell the customer what they want.”
Fran Horowitz – CEO, Abercrombie & Fitch Co
Under his leadership, the group continues twelve consecutive quarters of growthworn in particular by Hollister.
A profound transformation, based on field listening, even in informal exchanges with the teams.
