If there’s one thing I know for sure about eCommerce, it’s that it never stops evolving. Every month I’m inside dozens of Shopify and Klaviyo accounts — from startup founders finding their feet to multi-six-figure brands ready to scale — and the patterns are unmistakable.

2025 brought big shifts. 2026 is shaping up to be the year of clarity, personalisation and customer-led design.

Here’s what’s actually working across client sites right now — and what to leave behind as you grow.

1. Product Pages Are Getting Simpler (But Smarter)

The highest-converting product pages across my clients share one thing: clarity beats cleverness.

Founders are stripping back noise and doubling down on what shoppers need to say “yes” quickly.

What’s working:

• Benefit-led product descriptions (not features for feature’s sake)
• Sticky add-to-cart buttons — mobile users rely on them
• Short explainer videos replacing long paragraphs
• “Confidence builders”: size guides, comparison charts, UGC, ingredients lists, FAQs
• Cleaner layouts with one clear action

Why it matters: A confused customer doesn’t buy. In 2026, friction-free wins.

2. The Rise of Quizzes — But Only the Right Kind

Shopowners are tired. Customers are tired. No one wants a “personality quiz” that ends in generic recommendations.

But… product-matching quizzes? They’re exploding.

The quizzes converting right now:

• Fast (5 questions or less)
• Based on actual psychological or product-use logic
• End with a single, confident recommendation
• Integrated into email flows for smarter segmentation

These are gold for AOV and retention — especially for beauty, fragrance, lifestyle, baby, and fashion brands.

3. Less Pop-Ups, More Embedded Offers

Pop-ups had a moment… then they got a bit needy.

In 2025 I saw something shift: brands who embedded offers within the browsing experience (rather than interrupting it) saw higher signup rates and happier customers.

Top performers:

• Embedded email blocks halfway down the homepage
• Quiz-to-email capture flows
• “Unlock 10% when you add your favourites to your wishlist”
• In-cart incentives instead of “WAIT! DON’T GO!”

People want to opt into brands — not be cornered by them.

4. Founder-Led Storytelling Is Boosting AOV

The founder era is back, but evolved.

Not in a “pose in front of your warehouse” way — but in a connection and trust way.

What’s working now:

• A heartfelt About page that’s actually written by the founder
• Founder messages inside packaging
• Short, sincere intros in email flows
• Sharing the why behind product development or brand values
• Showing the person behind the strategy — not the hustle

Brands with stronger founder presence saw higher AOV, faster trust-building, and more repeat customers. People want to buy from humans again.

5. Klaviyo Flows Are Becoming More Personal (and More Profitable)

Flows aren’t “set and forget” anymore — and performance proves it.

Across my clients, the best-performing flows in 2025–2026 share three traits:

They’re segmented.

VIPs, first-time customers, lapsed customers, subscription vs. one-time…

Segmentation is no longer optional.

They’re written for real people.

No corporate jargon. No fluffy filler.

Just helpful, human, founder-led messaging that cuts through inbox fatigue.

They include smart logic and conditional content.

Things like:

• “If they viewed X, show Y.”
• “If they’re a repeat customer, skip the ‘who we are’ content.”

Flows are becoming less “automations” and more “conversations”.

6. Personalisation Is Moving Beyond ‘Hi {{ first_name }}’

2026’s standout brands personalise the experience, not just the greeting.

I’m seeing big lifts from:

• Product page upsells that match what’s in cart
• “Complete your routine” sections based on metafields or product tags
• Back-in-stock alerts that include style alternatives
• Emails that shift visual tone based on product category interest

It feels like 1:1 shopping — at scale.

7. What to Ditch in 2026

Let’s clear the clutter. The things dragging conversions down right now:

❌ Long homepage banners that say nothing

❌ 3–4 hero sliders (no one waits, promise)

❌ Over-designed product pages with tiny fonts

❌ Pop-ups firing instantly on page load

❌ Walls of text in flows

❌ Menu structures that require a GPS

Your customers deserve a smooth journey. So does your revenue.

Final Thoughts

eCommerce in 2026 is all about ease, clarity, personalisation, and connection.

When you combine:

• a clean, confident Shopify experience
• a smart Klaviyo ecosystem
• and founder-led storytelling that builds trust…

…your brand becomes unforgettable.

Let’s build something brilliant. ✨

If you’d love expert eyes on your Shopify or Klaviyo setup, my Shopify & Klaviyo Success Blueprint spots are now open for late January.