Marketing
The endless aisle gets smarter: 5 predictions that will shape retail in 2026
The endless aisle isn’t disappearing but it is getting smarter, more intentional, and more aligned with how people actually shop.
January 20, 2026 by Bennett Carroccio — CEO, Rokt Catalog
Retail enters 2026 in a moment of unusual tension: consumer demand remains steady, but shoppers are more intentional, competition is more fluid, and expectations are shaped less by category peers and more by the best digital experiences anywhere. Consumers now assume every retailer should have what they're looking for, surface meaningful alternatives instantly, and make the path to purchase feel personal not generic.
This shift has redefined the stakes of discovery. "Search abandonment" (when shoppers leave because they can't find what they need) costs U.S. retailers more than $234 billion each year. It reflects a simple truth: shoppers no longer tolerate dead ends. If a retailer can't meet the moment, they'll go elsewhere.
To close that gap, retailers are turning to AI and expanded digital assortments. The "endless aisle" has existed for years, but it's entering a new phase that is defined not by infinite choice, but by intelligent, curated relevance. Below are five predictions for how that evolution will unfold in 2026.
1. Marketplaces become a core growth strategy, not an experiment
In 2026, marketplaces shift from optional growth bets to strategic imperatives. Shoppers don't distinguish between "sold by" and "sold through." They simply expect help finding what they want.
The winning model won't be massive third-party sprawl, but curation. Retailers will partner with a focused set of brands that fill assortment gaps, reflect their values, or respond faster to emerging demand. Marketplaces will function as extensions of a retailer's identity, helping retain customers, deepen category authority, and spread inventory risk.
2. AI shrinks brand onboarding from months to days
Trends now emerge in hours, but onboarding systems still move at legacy speed. In 2026, AI will dramatically compress that gap. Models will help assess brand fit, predict performance, automate compliance checks, and normalize product data before humans step in.
Tasks like catalog mapping, attribute matching, and claim verification will increasingly be handled algorithmically. The result: retailers can respond to cultural moments and category surges while they still matter, turning agility into a competitive advantage.
3. The endless aisle becomes the intelligent aisle
Infinite choice was the original promise of the endless aisle, but shoppers want the right choice. As digital assortments grow, relevance becomes the real challenge.
In 2026, AI will power an "intelligent aisle," where expanded assortments are organized around real-time intent. Search becomes more personal, out-of-stocks trigger smarter alternatives, and marketplace items surface naturally within the journey. Advantage shifts from SKU volume to precision.
4. Retailers monetize more moments with a lighter touch
Profitability remains top of mind, but interruptive ads are losing ground. Instead, retailers will monetize through AI-driven moments that feel useful, such as complementary products, loyalty incentives, or relevant alternatives.
Success will be measured not just by revenue, but by whether monetization reinforces trust and helps shoppers complete their mission. The best experiences feel integrated, not imposed.
5. Retailers finally reduce leakage to Amazon
Expanded assortment and smarter discovery give retailers a real chance to keep shoppers from leaving mid-journey. When customers consistently find what they need, and feel confident in the alternatives, they have fewer reasons to look elsewhere.
This isn't about beating Amazon on scale. It's about removing the friction that pushes shoppers away.
The year ahead
2026 will reward retailers that prioritize agility over sheer assortment. Those that expand digitally, onboard partners quickly, personalize discovery, and monetize without friction will set the pace.
The endless aisle isn't disappearing but it is getting smarter, more intentional, and more aligned with how people actually shop. Retailers that embrace that shift won't just reduce abandonment; they'll build loyalty in a landscape where attention is fleeting and hard-won.
About Bennett Carroccio
Bennett Carroccio leads GTM for Rokt's distributed commerce solutions, including Rokt Catalog and third-party product placements through Rokt Aftersell. These solutions help brands and retailers unlock new sales and marketing channels, enabling partnerships across marketplaces, Transaction Moment experiences, and brand-to-brand distribution. Together, they power access to over 7.5 billion annual transactions through partners like Nordstrom, Macy’s, and Best Buy.
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