February 2026 · E-commerce Notes

February offered a clearer view of how AI is beginning to move deeper into everyday e-commerce. Several updates across platforms and retailers pointed to AI influencing not only product discovery but also how purchases are assembled and completed.

At the same time, logistics competition, social commerce dynamics, and ongoing operational pressures such as returns and tariffs continue shaping how retailers approach the year ahead.

Below is a curated selection of February updates observed over the course of the month.

Technology & AI in Commerce

AI remained one of the most visible themes in February. Several updates suggest AI is beginning to move beyond product discovery and into the mechanics of purchase decisions themselves.

AI-assisted shoppers are building larger baskets

Walmart reported that shoppers using AI-powered tools are building baskets roughly 35% larger than those of other shoppers. The finding suggests that AI systems are beginning to influence purchasing decisions directly rather than simply assisting with product discovery.

As retailers introduce more AI guidance inside search and recommendation layers, the structure of the shopping cart itself may increasingly reflect algorithmic assistance.

Sources
- https://www.modernretail.co/technology/walmart-says-ai-users-build-35-bigger-baskets-than-others/
- https://www.digitalcommerce360.com/2026/02/26/ecommerce-trends-what-shoppers-are-using-ai-to-buy/

AI assistants begin shaping grocery purchases inside the cart

Uber Eats introduced an AI-powered cart assistant designed to guide grocery shoppers while they build their orders. The assistant recommends products and helps complete baskets directly inside the cart environment.

The development illustrates how AI tools are gradually moving beyond search and discovery toward influencing the later stages of the purchase journey.

Source
- https://www.digitalcommerce360.com/2026/02/11/uber-eats-cart-assistant-ai-tool-grocery-shopping/

Agentic commerce continues gaining attention

OpenAI expanded its push into agent-driven commerce, reinforcing the idea that automated systems may increasingly participate in product selection and purchasing decisions.

As these systems evolve, product discovery and transaction execution may increasingly occur through AI intermediaries rather than traditional browsing behavior.

Sources
- https://www.digitalcommerce360.com/2026/02/16/openai-expands-agentic-commerce-push/
- https://www.digitalcommerce360.com/2026/02/24/why-ai-agents-are-reaching-checkout-without-clear-rules/

Brands navigating the operational “messy middle” of AI

Retailers and brands continue experimenting with internal AI tools while working through the operational realities of implementation. Data readiness, workflow integration, and internal capabilities continue shaping how quickly these initiatives translate into practical outcomes.

These discussions suggest that while adoption is gaining momentum, many organizations are still navigating the early operational stages of AI integration.

Source
- https://www.modernretail.co/technology/brands-at-etail-palm-springs-share-lessons-on-the-messy-middle-of-building-ai-tools/

Platforms & Logistics

Competition between major platforms continues to be shaped heavily by logistics capabilities. Delivery infrastructure remains one of the clearest areas where marketplaces compete directly on operational scale.

Amazon reports record same-day and next-day deliveries

Amazon reported record volumes of same-day and next-day Prime deliveries during 2025. The update highlights how fulfillment infrastructure continues to define competitive positioning among large marketplaces.

Delivery speed remains one of the most visible differentiators as retailers continue investing heavily in logistics networks.

Source
- https://www.digitalcommerce360.com/2026/02/03/amazon-prime-same-next-day-delivery-record-2025/

Parcel lockers gaining traction in the United Kingdom

Parcel lockers are becoming increasingly common across the United Kingdom as consumers adopt alternative delivery and pickup options.

These systems help reduce last-mile delivery pressure and support the growing volume of e-commerce shipments.

Source
- https://ecommercenews.eu/41-uk-consumers-use-parcel-lockers/

Social Commerce & Discovery

Social platforms continue expanding their role in product discovery, increasingly acting as demand engines rather than simply awareness channels.

TikTok Shop emerges as a powerful demand engine

Recent analysis suggests TikTok Shop has become one of the most effective channels for generating product demand, increasingly competing with traditional marketplaces for shopper attention.

Short-form video and algorithm-driven discovery allow products to surface inside entertainment environments rather than through traditional search journeys.

Sources
- https://www.forbes.com/sites/jamiegutfreund/2026/02/23/tiktok-shop-is-now-amazons-most-powerful-commerce-demand-engine/
- https://ecommercenews.eu/brits-buying-expensive-products-on-tiktok/

Consumer Behavior & Market Pressures

Recent updates also highlighted how consumer behavior is stabilizing while operational pressures remain elevated across the industry.

Weekly online shopping remains common across European markets

In several European markets, a large share of consumers continues to shop online at least once per week. This pattern reinforces how e-commerce has become a routine part of everyday purchasing rather than an occasional activity.

Sources
- https://ecommercenews.eu/40-portuguese-consumers-shop-online-weekly/
- https://www.retaildive.com/news/fewer-people-online-shopping-daily-basis/810523/

Long-term online retail growth remains strong

Despite fluctuations in shopping frequency, long-term projections continue pointing toward steady expansion in global online retail sales. Growth expectations suggest digital commerce will continue expanding across markets over the remainder of the decade.

Source
- https://www.retaildive.com/news/online-retail-sales-ecommerce-forecast-2030/812833/

Returns remain a major industry challenge

Retail returns continue representing one of the largest operational pressures facing the industry, with global return volumes estimated to reach hundreds of billions of dollars annually.

Beyond fraud concerns, the broader logistical and financial impact of returns continues influencing supply chains, inventory planning, and profitability.

Source
- https://www.forbes.com/sites/pamdanziger/2026/02/16/fraud-is-only-the-tip-of-retails-850-billion-returns-challenge/

Tariffs continue influencing retailer planning

Retailers remain cautious about potential tariff developments that could affect sourcing strategies and pricing structures.

Trade policy uncertainty continues shaping inventory planning and supplier relationships across global supply chains.

Source
- https://www.digitalcommerce360.com/2026/02/12/ecommerce-trends-how-retailers-view-tariffs-2026/

Closing Observation

February’s updates highlight how several structural shifts are unfolding simultaneously across the e-commerce landscape.

AI is beginning to influence how purchases are made, logistics infrastructure remains a central point of platform competition, and social commerce continues expanding its role in product discovery. At the same time, operational pressures such as returns and tariffs remain persistent challenges for retailers.

Together, these developments suggest an environment where technological change and operational complexity are advancing in parallel.

We will continue tracking these shifts month by month.