Mars research reveals a new future for shopping and retail

AI could automate repeat purchases through shopping assistants. (Source: Supplied)

By Uyen Duong October 7, 2026

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Physical stores and digital shopping platforms are set to shift from transactions to discovery and experiences as AI automates more everyday purchases, according to research by Mars, Kantar and Synthesis.

The three organisations analysed more than 180,000 data signals globally to assess how shopping demand could change over the next decade.

The research identified three trends: AI automation, personalisation and shopping experiences. Mars said retailers and digital platforms would need to give consumers more reasons to seek them out as technology handles more routine transactions.

“We’re standing on the brink of a retail revolution, one where people may never have to manually shop for household staples again. For a category like snacking, this is both an opportunity and a strategic challenge,” said Neil Reynolds, global CCO, Mars Snacking.

AI could handle more repeat purchases as shopping assistants use purchase history, preferences and inventory data to recommend products and complete transactions.

Data from BrightEdge showed AI referrals to ecommerce brands increased 752 per cent year on year during the 2025 holiday season, with this projected to grow to $788 billion by 2035.

Personalisation is another area of change. According to TransUnion, 39 per cent of consumers expect personalised online experiences. Shopping systems could use consumer data to recommend products based on individual needs. Greater personalisation also raises requirements around the collection and protection of consumer data.

As routine transactions become automated, stores and digital platforms could shift their focus towards experiences. Experiential brand spaces grew 15.3 per cent year on year, while 22 per cent of US digital buyers already shop via livestream, according to Emarketer.

As consumers automate purchases of products they already buy, retailers and brands may need new touchpoints to support product discovery. Retail could therefore take on two roles: technology handles routine transactions, while stores and digital platforms support discovery and interaction.

Reynolds said brands and retailers would need to work together to adapt.

“No single company can solve this alone. The only path forward is to work hand-in-hand with retail customers and all partners who are ready to lead this transformation to drive consumer satisfaction and long-term growth across the entire ecosystem,” he said.