Cambridge Dictionary defines a triple threat as one who is skilled in three different areas, such as a performer who can act, dance, and sing well, or a football player who can run, throw, and kick well. 

When it comes to current trends impacting omnichannel shopping, ease, transparency, and personalization are consumer priorities that, experts note, eCommerce is delivering on all three ― making the channel a true triple threat. 

“Shoppers expect to go from discovering a product to buying it with as little friction as possible — especially in beverage categories, where convenience and lifestyle alignment shape their choices,” says Mitch Madoff, head of retail partnerships for Keychain, New York. 

“Today’s shoppers are also more intentional,” he continues. “They read reviews, compare ingredients, and follow brands on social media, essentially curating their own shopping experiences. This behavior is pushing companies to lean into direct-to-consumer (DTC) sites, marketplaces, and social commerce, driving a more data-informed and omnichannel approach to eCommerce.”

Katie Hansen, senior analyst for retail and eCommerce at Mintel, Chicago, says that convenience is “everything” to consumers. 

“In fact, Mintel data shows that 42% of consumers agree the convenience that on-demand delivery services provide is worth paying a premium for, something that will continue into 2026,” she explains. “Brands and retailers are offering faster and faster delivery times, increasing competition in this space. 

“Social commerce also drives eCommerce growth, albeit on a smaller scale,” Hansen continues. “Shoppable posts add convenience to shopping, but consumers are still unsure about the trustworthiness of those posts and sellers. However, as mobile use continues, social commerce will be another avenue for eCommerce sales.”

Hansen further notes that brands and retailers are improving on their mobile experience — either through their app capabilities or through their mobile-friendly websites. 

“AI is being integrated across brand and retailer capabilities, improving everything from supply chain management to consumer search options and personalization,” she says. “Brands and retailers are also experimenting with drone delivery and autonomous vehicles to improve quick-commerce options, as well as extending delivery windows to offer late-night delivery services. And, brands continue to look for opportunities to use social commerce for everything from discovery to research and purchase opportunities.” 

Hansen considers mobile commerce to be a “big” area to watch. 

“Smartphone usage is at an all-time high, and most consumers rely on their phones for shopping research as well as purchases,” she says. “Sales made via mobile devices are projected to account for most eCommerce transactions in 2025, and Mintel foresees that growth continuing over the next several years. 

“Innovations such as AR and AI will enhance and evolve the mobile shopping experience,” Hansen continues. “Furthermore, 50% of consumers use mobile apps while shopping, showing how brands and retailers need to take a mobile-first approach.”

From a brand perspective, Keychains’ Madoff also highlights how the omnichannel has evolved in recent years.

“A few years ago, eCommerce was mainly about getting online and driving sales volume,” he says. “Now, it’s much more strategic. Brands are using AI, analytics, and digital tools to make smarter decisions around pricing, inventory, and product visibility.”

Moreover, Madoff notes that technological advancements are furthering the future of eCommerce.

“AI and automation are reshaping how brands operate,” he says. “These tools make it easier to forecast demand, personalize marketing and prevent over- or under-production. Instead of guessing what consumers want, brands can now use real data to match their preferences.”

Similarly, Mintel’s Hansen considers AI to be a major factor in changing how consumers use eCommerce options. 

“Mintel data shows that 61% of consumers want brands and retailers to offer AI tools, showing how consumers are interested and ready to use this technology,” she says. “AI will continue to improve the search and discovery process, personalize the shopping experience, and help consumers identify the product best suited to their individual needs.”

Considering the advantages

As omnichannel shopping continues to evolve, alcohol markets have adjusted to eCommerce opportunities. Yet, there are limitations in this arena that brands are still contending with, Keychain’s Madoff notes.

“Alcohol brands have a lot more room to experiment online these days, but the biggest challenges haven’t gone away,” he explains. “Varying state-by-state shipping laws, age verification and fulfillment requirements continue to make eCommerce tricky and expensive. So even when customers find brands online, many sales still wrap up through retail or local delivery partners.

“That said, the shift toward online discovery has still changed the game,” Madoff continues. “Brands are using digital channels to build awareness, gather consumer insights, and create stronger loyalty, so when shoppers do walk into a store, they already know what they’re looking for.”

As far as which beverage categories seem to perform best in eCommerce, Madoff says that functional and better-for-you beverages are leading the way.

“[A]nything tied to wellness or daily routines has real momentum right now. Shoppers know what they want and feel confident buying these products directly. Keychain continues to see strong growth in categories like sparkling water, zero-sugar drinks and plant-based options,” Madoff explains. “These products lend themselves to subscriptions and repeat purchases, helping brands build loyal followings without massive retail footprints.

“For emerging beverage brands, eCommerce is the easiest place to test new ideas, whether that’s flavors, formats or packaging,” he continues. “Instead of guessing demand, companies can launch small, learn fast and scale what works without taking on unnecessary risk.”

Looking ahead, Madoff expects that omnichannel growth will continue in the year to come, noting that eCommerce is only going to get smarter.

“Brands are moving from a ‘sell everywhere’ mentality to a ‘sell efficiently’ one instead,” he says. “Personalization, profitability and faster product development will drive the next wave of decisions.

“We’ll see more beverage companies using eCommerce data to shape both what they make and how they bring it to market,” he continues. “The brands that win will be the ones turning consumer insight into action, getting the right products onto shelves at the right time.

Mintel’s Hansen anticipates that eCommerce trends will continue to grow and evolve in the coming year.

“Most consumers, now, are naturally omnichannel shoppers, so they will look to eCommerce for everything from search and discovery to purchase and customer service,” she says. “AI will continue to change the landscape, improving how consumers find and research items and even enhance customer service options. Personalization will become even more important as consumers look for brands and retailers to go beyond a transactional interaction and make the shopping journey more experiential and engaging.”