Tap, trust, and true loyalty: How retail will be reshaped in 2026

Fixed payment terminals were the backbone of in-store checkout for years. Then that changed in 2025 as mobile terminals surpassed fixed terminals on the Adyen platform.

67% of in-person transactions in the U.S. were contactless in H1 2025 (up from 45% in 2023)

Here’s why that shift is a clear sign of where in-person payments are headed.

Mobile-first

Mobile and contactless payments are redefining how store employees interact with customers, as illustrated by a leading luxury retailer.

• Tap to Pay on iPhone and Android allows associates to accept payments directly on their smartphones, eliminating the need for traditional terminals altogether.

• Catalog, checkout, and recommendations all in one place means employees can focus on the customer and deliver a human experience.

Autonomous

An autonomous store model puts customers in the driver seat of their shopping experience, a long-held ambition for a major beauty conglomerate.

• Customers will be able to tap their card upon entry, shop freely, then walk out without stopping at a checkout counter. 

• As this vision evolves, it underscores the growth of trends like invisible payments and effortless retail experiences.

Trustworthy

Building some friction intentionally for categories where guidance and trust remain key allows luxury goods and tech brands to use a hybrid approach.

• Employees can assist and complete transactions on mobile devices, achieving the right balance of personalization and efficiency in-store.

• Tailored support for individual locations allows the experience to mirror the quality of a brand’s products and craftsmanship.

Key takeaway: Retailers that embrace fully mobile, contactless systems will create faster, more flexible checkout experiences, without losing the human touch that builds trust.

High-value transactions, multi-channel operations, and global complexity are opening new doors for fraudsters. In 2025, fraud remained a top operational concern for retail executives.

28% of retail businesses say that fraud attempts have increased over the last 12 months 

Whether it’s counterfeit goods, return scams, or payments disputes, forewarned is forearmed.

Balanced

Across industries, the tension is the same: preventing fraud without frustrating customers. Striking the right balance protects against bad actors without blocking legitimate transactions.

• A luxury retailer highlighted the importance of precision in fraud detection, noting that a single false-positive (i.e. incorrectly flagging a trusted client) can damage long-standing relationships. 

• For others, such as large beauty or wine retailers, fraudulent returns or blocked inventory lead to significant operational costs.

Integrated

Many enterprise retailers still rely on legacy systems or brand-by-brand setups, making it difficult to identify patterns across stores or channels. 

• Without a unified fraud view, response times slow and losses grow.

• A single view also streamlines reporting, allowing built-in risk models to uplevel threat recognition and resolution by learning in real-time.

Automated

With AI and automation working in tandem, retailers can monitor transactions in real time, recognize suspicious patterns, and focus human attention where it matters most. 

• The path forward is data-driven, cross-channel fraud management. 

• The result is a system that both protects revenue and safeguards customer trust.

Key takeaway: Retailers who integrate smarter fraud tools into their operations will deliver secure, seamless experiences that strengthen brand integrity and customer confidence.

Loyalty programs have long been a retail staple, but today’s consumers are rewriting the rules. Over 90% of retailers offer a loyalty program now, yet there’s a gap in consumer perceptions.

44% of customers believe loyalty programs offer rewards they actually want

Addressing this entails rebuilding loyalty programs from the ground up to better serve customers

Aligned

Traditional loyalty programs that rely solely on discounts or transactional rewards are losing relevance with younger customers are more likely to chase trends than points. 

• Brands are winning loyalty by building communities and offering personalized, exclusive experiences that go beyond discounts.

• A growing D2C dog food brand even removed its loyalty program entirely to focus on delivering a high-quality checkout experience that keeps customers coming back.

Community-based

Tapping into the power of community is especially important with younger customers, such as Gen Z and Gen Alpha. The result? Loyalty driven by belonging, not just benefits.

• A leading tech company, for example, invests in its “superfans” by offering early access to product launches and invitation-only events.

Consistent

Customers expect their engagement—whether online or in-store—to be recognized seamlessly. Unifying loyalty across channels not only simplifies participation but reinforces trust in the brand.

• As a large beauty retailer emphasized, loyalty can’t be meaningful if it’s inconsistent.

Key takeaway: Loyalty is shifting from points to participation. Focusing on experiences, community, and personalization will help you build stronger, longer-lasting relationships.

Enterprise retailers that align frictionless payments, intelligent fraud management, and evolving loyalty models can create experiences that are faster, safer, and more meaningful.

In 2026 and beyond, success will belong to those who combine technology and human connection, turning every tap, transaction, and touchpoint into a moment of trust.

Want more insights? Explore our latest Retail Report. Or get in touch with our team.