2026 Signals We’re Tracking: Commerce Evolves (Again), the Monoculture is Back, and Celebrity Prevails?

Phillip sits solo to unpack conflicting economic signals: Shopify's monster quarter against a Census report showing eCommerce eating share while retail overall slows. What does this mean for brick-and-mortar? Although stores still make up most retail sales, their mission and value have shifted. The good has become secondary to the experience of acquiring it. Plus, he breaks down why the monoculture returned in a summer of shared events, and what's on the FC docket through November 3rd. ### The Monoculture Isn’t Dead, It’s On Substack ### Key takeaways: - Commerce is growing (online sales grew at nearly twice retail’s pace in 2025), but it’s growing by *disappearing into everything else.* - The product itself is secondary to the experience of purchasing it. - The monoculture isn't dead; it’s been revived by sport, tours, and global events. - "There is a monoculture now of people writing about the summer of the monoculture on their Substack." - "You're not just communicating your vision anymore to the human capital within your business; you now have to communicate vision to machines and put it into machine language. Because increasingly, we are automating more and more of our vision, and it's going on autopilot." ### In-Show Mentions: - See our Celebrity Brands Hub before the Signal Report launches - Spotify Summer Trends Report - Get your early bird ticket for VISIONS Summit: NYC ### Associated Links: - Check out Future Commerce on YouTube - Check out Future Commerce Plus for exclusive content and save on merch and print - Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world - Listen to our other episodes of Future Commerce Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.