SALESmanago, a leading Customer Engagement Platform in Europe, has released new research highlighting the digital challenges facing eCommerce and retail marketers as they navigate evolving consumer expectations and tech disruption.

According to the study, 73% of marketers believe traditional SEO will be obsolete by 2026, marking a seismic shift in how brands think about online visibility and consumer engagement. The research, based on a survey of 150 marketers across the UK, Poland, and Italy, reveals mounting pressure on brands to adapt to fragmented platforms and increasingly unpredictable consumer behaviors.

Key findings from the report include:

  • SEO Obsolescence: 73% of marketers predict traditional SEO will be dead by 2026.
  • Social Commerce Surge: 44% report increased demand for commerce via platforms like TikTok, with 35% adopting AI-powered tools to keep up.
  • Dark Social Dilemma: 63% cite platforms like WhatsApp and Instagram DMs as obstacles to measuring web traffic effectively.
  • Personalisation Pressures: 51% struggle to meet growing expectations for tailored digital experiences.
  • Sustainability Spotlight: 41% are adjusting strategies to meet eco-conscious consumer demands.

“Brands across Europe are rapidly realising that consumer journeys are no longer linear, and the fact that so many marketers are questioning the value of SEO speaks volumes,” said Brian Plackis-Cheng, CEO at SALESmanago. “As consumers move to private platforms and engage in more unpredictable, cross-channel journeys, brands need real-time intelligence over keywords, and personalisation over products.”

In response to these shifts, marketers are doubling down on strategic investments to stay competitive:

  • 47% are prioritising Customer Data Platforms
  • 38% are integrating social commerce tools
  • 35% are adopting AI-powered capabilities
  • 34% are focusing on omnichannel marketing automation

“Marketers are under pressure to show ROI, despite growing blind spots like dark social,” Plackis-Cheng added. “The winners will be those who unify their data, adopt AI with a clear segmentation strategy, leverage messaging channels like SMS and WhatsApp for targeted and personalised engagement, and deliver tailored experiences at scale.”