If Part One of this series established why RetailTech matters by the numbers, this section is about listening to the executives, analysts, and consumers who are actively shaping the industry’s direction right now. What emerges when you pull back the lens is that two very different conversations are happening simultaneously. And the RetailTech companies that understand both are the ones building durable businesses.
What Retailers Are Saying: The Engagement Imperative
The conversation in retail leadership has matured well past the hype stage. Executives have moved on from the debate about whether to adopt AI or invest in omnichannel infrastructure, and now the conversation had turned to how fast to move and where to place their bets.
Deloitte’s 2026 Retail Industry Outlook — which surveyed 330 executives, 86% from companies with at least $1 billion in annual revenue — found that 46% of retail executives are prioritizing enhanced omnichannel experiences. (Source)
91% of retail IT leaders now name AI and automation as a top priority for 2026, with intelligent engagement platforms cited as the most transformative tools in play. (Source) The promise is real: brands that unify customer data and deliver personalized, real-time messaging across channels are seeing measurable lifts in conversion, retention, and lifetime value.
Social commerce is becoming a primary sales channel, not a supplemental one. The number of U.S. social shoppers grew from 96 million in 2023 to 104 million in 2025. (Source) And 43% of Gen Z consumers now begin their product searches on TikTok or social platforms rather than Google or Amazon — a seismic shift in discovery that retail engagement strategies must now account for.
What Consumers Are Saying: The Privacy Reckoning
While retailers are racing to collect more data and deliver more personalization, consumers are pushing back.
24% of shoppers already report feeling manipulated by AI-driven personalization. (Source) Data breaches at major retailers have become routine news. And consumers are increasingly aware that their email addresses, phone numbers, and purchase histories don’t stay where they left them — they’re bought, sold, and re-packaged by data brokers, often without their knowledge.
Companies with strong omnichannel strategies retain 89% of their customers, but that retention is built on a foundation of trust, not just technology. (Source) When a shopper provides their phone number at checkout or creates an account to track an order, they’re betting that the brand will handle that information responsibly. Too many retailers are losing that bet on their behalf.
The result? Savvier consumers are taking protective measures. Virtual card numbers at checkout. Alias email addresses. Phone numbers that aren’t their real ones. Privacy tools that remove their data from the broker ecosystem before it can be exploited. These behaviors are rapidly becoming mainstream as consumers discover that the cost of convenience is often their identity.
What It Means for RetailTech
The brands that will define RetailTech in the next five years are the ones solving for both sides of this equation. Engagement without trust is a leaky bucket. Privacy without personalization is a missed opportunity. The companies building at the intersection — giving consumers control while giving retailers the intelligence to act on it — are the ones worth watching.
Ready to build a RetailTech brand that earns attention on both sides of the equation? Reach out to us at info@tpalmeragency.com.
