In 2026, “being everywhere” is no longer enough: your brand must be seamless everywhere. Your audience expects to move fluidly between mobile, app, web, and in-store without losing context or relevance.
In this article, we dive into four omnichannel trends that will play a pivotal role in advertising, as well as how your team can turn each trend into tangible advantage using creative automation, data integration, and dynamic execution.
The largest part of your buying audience has been shifting towards younger millennials and Gen Z. And when it comes to shopping, their cell phones are their decision-making tools. Global mobile-commerce sales accounted for an estimated 57% of all e-commerce in 2024. In the U.S. alone, mobile commerce sales in 2024 were about US$564.1 billion, up around 14.8% YoY.
Mobile shouldn’t be treated just as an extension of e-commerce but as the core of your omnichannel strategy. Your team needs to design all omnichannel campaigns for a mobile-first experience: fast-loading creative, vertical formats, short-form storytelling, and frictionless paths to purchase. Integrating your mobile app and web data helps personalize offers across devices and bridge online and offline journeys.
The line between online and offline commerce is getting blurrier by the day. Retailers that have invested in unified commerce — integrating online, mobile, in-store, and back-end operations — are seeing 1.5× higher customer lifetime value than those still working in silos. They also report 23% higher inventory turnover, 31% lower fulfillment costs, and 24% higher customer satisfaction.
When it comes to omnichannel strategies, integration is key. Your ad platform, commerce engine and fulfillment system should all be connected. When these systems are connected, data flows between them - which, in turn, means all systems are up-to-date, and customer journeys are streamlined. Integration ensures that customers always see accurate, relevant, and timely ads.
Marketing teams have turned their attention to flexible fulfillment. And it’s not a surprise. Over 65% of U.S. consumers report using Buy Online, Pick Up In Store (BOPIS) or Click-&-Collect services at least once a month in 2025, according to Statista. The appeal? Immediacy and control: customers can browse and purchase online but still enjoy the speed and assurance of in-person pickup.
This customer behavior trend is changing how brands plan omnichannel campaigns. Each interaction of the customer with your brand is an opportunity to create a seamless and contextual brand experience. Teams use dynamic creatives that can adapt to fulfillment stages, showing location-specific offers, real-time inventory updates, or pickup reminders that align perfectly with each customer’s journey.
Marketing teams focus on taking advantage of creative automation platforms to reduce manual work and stay ahead of the competition: instead of manually updating assets for hundreds of stores or delivery regions, brands can set up data-driven campaigns that stay relevant and timely across every channel.
The role of AI in e-commerce has moved from recommendation engines to full-scale creative intelligence. The AI-enabled eCommerce market is valued at approximately $8.65 billion in 2025 and is forecast to nearly double to $17.1 billion by 2030. AI systems are growing more sophisticated, and marketing teams are using them to create hyper-personalized customer experiences.
When it comes to omnichannel campaigns, this shift means your team can no longer limit their operations to an email or website level. Marketers utilize AI-powered platforms, which can now interpret real-time customer behavior across channels to inform ad creative and messaging dynamically. By combining live data feeds with AI-driven creative optimization, marketers can automatically serve the most relevant version of an ad - whether that means highlighting nearby store availability, a personalized offer, or creative that matches a user’s current funnel stage.
The future of omnichannel isn’t built on presence. It’s built on coherence. To stay ahead, your brand needs to move beyond tactics and adopt systems that tie every touchpoint together.
With mobile-first design, unified commerce, flexible fulfillment, and AI-driven personalization, your teams have the ingredients. Now, it’s time for the execution. That’s where creative automation comes in: enabling you to adapt, scale, and deliver relevance in real time. Now’s the time to align your data, your creative, and your operations into a single, responsive engine.