Now in its sixth edition, the Retail Insights Barometer 2026 comes from Locala, a location intelligence and advertising platform that helps retail brands understand how their customers behave and adapt their advertising as the market shifts. Produced with research firm Marketing Insights, it combines an international trend study, interviews with retail decision-makers and a survey of 8,000 consumers across Europe, the US, Canada and APAC.

Here are five findings from the report, part of the thirteen trends it maps out.

1. The store still closes the sale.

The UK is one of the most digital-leaning markets in Europe, and even here 53 percent of shoppers prioritise the physical store to complete a purchase, against 36 percent online. The store still wins the moment that matters.

2. The path to purchase runs through digital first.

Before they ever reach the till, most shoppers research and compare online, rising to 66 percent in some markets. The decision is shaped on screens long before it is made in the aisle.

3. Mobile is the entry point to the whole journey.
 
Smartphones now generate 75 to 78 percent of global e-commerce traffic and account for 55 to 60 percent of online sales in Europe. It is where discovery and comparison begin, even when the purchase ends in store.

4. Personalisation tips the purchase.
 
88 percent of shoppers say they are more likely to buy when the experience is personalised in real time. For 35 percent of them, it is a strong driver, not just a nudge.

5. AI has not reached the checkout yet.

For all the noise around AI shopping, only 5 percent of UK shoppers name an AI assistant as their preferred channel to buy. AI is reshaping discovery and comparison, not the final purchase, at least not yet.

Whether you plan media or are questioning how your consumers now behave, the full report is built to sharpen your 2026 thinking. It breaks down every trend, with the data behind it.

Read the full free report here by filling in your details in the form below.