Market insights: what manufacturers must prepare for in 2026

Recent IMRG and industry trends in 2025 show a clear pattern: steady growth early in the year, softer trading in the second half, and customers buying later and only when value is obvious. Black Friday has effectively become a month-long event, with shoppers waiting for early November deals before converting.

The result?

A tougher, more competitive, discount-driven market where timing, planning and operational readiness matter more than ever.

What this means for manufacturers in 2026

1. Earlier, stronger planning
Digital projects need clear scope and early alignment to avoid delays and missed peak opportunities.

2. Acquisition is harder and more expensive
Customers compare more, wait longer, and convert only when value is strong. Efficiency matters as much as traffic.

3. Returning customers drive profitable growth
Retention, CRM and lifecycle experience will matter more than first-purchase volume.

4. Sustainability expectations keep rising
Transparency, low-waste practices and ethical messaging are moving from differentiator to baseline.

5. Channel expansion becomes essential
Multi-channel strategies,  D2C, marketplaces, retail partnerships, and international will be key to reaching new audiences and reducing risk.

6. AI readiness depends on integration
AI is only as strong as the data beneath it. Clean, well-integrated systems (ERP, PIM, eCommerce, CRM, logistics) are the foundation for meaningful AI in forecasting, personalisation and operations.

7. Involving comsim early protects timelines and outcomes

Bringing comsim in at the earliest stages of scoping or sales conversations helps manufacturers set realistic go-live dates, select the right platforms and partners, and avoid underperforming or delayed launches,  especially around peak.

2026 will favour manufacturers who plan early, involve the right partners, and build strong, integrated digital foundations, so AI, channels and growth sit on solid data, not chaos. 

Book your 2026 plan review

Minimise costs. Maximise profits.

If you're planning a new digital project in 2026, this review gives you an indicative view of timelines, key risks, integration needs, and commercial opportunities, so you invest in the right work, at the right time, for the highest return.

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Warm regards,

The comsim team

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