Mark Monte-Colombo, Director of Seller Development & Brand at eBay UK, looks at the two trends which will shape how sellers business develops in 2026:
As 2026 gets underway, retail is entering another year of rapid transformation. Shoppers are more informed, more confident and more considerate in their shopping decisions — and sellers are challenged to respond with speed, clarity and confidence. New tools, new channels and new customer expectations are reshaping what effective brand building looks like, and the sellers that thrive will be those that adapt early and stay consistently present.
What follows are two of the biggest trends shaping the year ahead – grounded in what we’re seeing across the eBay ecosystem and wider retail landscape.
1. Closing the knowledge gap unlocks growth
For small, independent online sellers, one of the biggest challenges will be competing with larger, more established players.
The good news? The tools to level the playing field are already out there and small businesses now have access to the same digital capabilities as big brands. But while the technology is available, knowing where to start is often the hard part. Navigating platforms, analytics and marketing options can feel overwhelming, and that uncertainty can widen the knowledge gap between those who use these tools confidently and those who don’t.
Setting aside time to build digital know-how is one of the best investments sellers can make. And while many smaller sellers juggle multiple roles — from sourcing stock to packing orders — building digital confidence doesn’t have to mean finding hours of extra time. Even small, consistent steps can make a meaningful difference.
Exploring one new tool, watching a short tutorial or testing a simple optimisation can boost knowledge without adding stress. Sellers shouldn’t feel pressure to master everything at once; progress, not perfection, is what closes the gap.
2. ‘Always-on’ advertising builds visibility and keeps sales flowing
The way shoppers browse and buy has changed. Today’s customers move fluidly between search engines, social platforms, marketplaces and shops, and in 2026 these shopping journeys will only become more fragmented. In a world where consumers are spoilt for choice, sellers that maintain visibility between campaigns will keep their brand front of mind and sales moving.
A steady, always-on approach to advertising helps sellers build their visibility while driving momentum behind the scenes. It ensures products stay discoverable and stock continues to move, supporting both growth and cash flow. With attention spread across multiple channels, relying on short bursts of activity is no longer enough – sellers need to show up regularly in the moments that matter most.
By maintaining visibility through smart, targeted campaigns, sellers can strengthen recognition, trust and loyalty over time. In the year ahead, it is this continuity that will outshine one-off campaigns. For businesses of every size, always-on advertising will be a vital tool – building stronger brands, sustaining steady sales and supporting long-term success.
Looking ahead, it’s clear that momentum will come from sellers who stay adaptable and open to new ways of working. That doesn’t have to mean overhauling everything at once. Small, steady steps – trying out a new tool or showing up more regularly where shoppers are browsing – can make a difference.
