Key business trends shaping 2026: What Businesses need to know
A forward-looking look at the trends shaping the future of Small and Medium Businesses (SMBs) and how to stay competitive in a rapidly evolving landscape.
Agility, resilience, and smart adoption of technology remain essential for success of any business. As we move through 2026, businesses are navigating rapid advances in AI, changing customer expectations, heightened security risks, and economic uncertainty alongside new opportunities for growth.
AI moves from experimentation to everyday operations
By 2026, Artificial Intelligence is no longer optional or experimental. It’s embedded into daily business operations. In Canada, over 70% of SMBs now actively use AI tools1, and nearly three in four plan to increase AI investment1, particularly in generative AI and automation.
Businesses using AI report tangible benefits including improved productivity, reduced operational costs, and faster decision-making. For Businesses, AI is especially impactful in automating administrative work, content creation, forecasting, and customer support, helping owners and teams focus their time where it matters most.
Notably, around 70% of Canadian SMBs using AI report measurable gains in efficiency and productivity1, reinforcing AI as a practical growth driver — not just a technology trend.
Personalization becomes predictive — not reactive
In 2026, customer experience has evolved from personalization to prediction. SMBs are using AI and analytics to anticipate customer needs, behaviours, and preferences before they surface.
Customers now expect relevant, timely interactions across every touchpoint. SMBs that use predictive insights to craft tailored offers, content, and service experiences will build deeper loyalty and long-term value.
Tip: Tools like Microsoft 365 offered by Rogers Business can help SMBs generate personalized content, respond faster to inquiries, and adapt messaging in real time.
Cybersecurity shifts from protection to resilience
As digital activity accelerates, cybersecurity has become a boardroom issue for SMBs. Cyberattacks targeting small businesses continue to rise, with almost three of four half of SMBs experiencing at least one cyber incident2 in recent years.
In 2026, the focus has shifted from basic protection to cyber resilience — minimizing downtime, securing access, and ensuring fast recovery. Practices like multi factor authentication, secure networks, employee training, and real time monitoring are now essential.
Solutions such as Advantage Security help SMBs safeguard customer data, maintain operations, and protect their reputations in an increasingly digital economy.
Sustainability becomes a business expectation
Sustainability is no longer a “nice to have.” Canadian consumers increasingly expect businesses to demonstrate environmental and social responsibility.
Research shows that nearly six in ten Canadians are willing to pay a premium for locally made or responsibly sourced products3, and sustainability now ranks among the top purchasing considerations — alongside price and quality.
In 2026, SMBs are adopting energy-efficient operations, reducing waste, partnering locally, and communicating their values clearly. These steps build trust, strengthen brand loyalty, and differentiate businesses in competitive markets.
Subscription and outcome-based models gain momentum
The subscription economy continues to grow in 2026 as SMBs seek predictable revenue and deeper customer relationships. From software and services to memberships and managed solutions, subscription models provide long-term stability.
Alongside subscriptions, outcome based pricing is emerging where customers pay based on usage, results, or performance. These models align value with outcomes and foster stronger partnerships between businesses and customers.
Hyperlocal and community-first marketing take centre stage
Marketing in 2026 is increasingly local, authentic, and community driven. Over 70% of marketers say micro influencers generate stronger engagement than traditional influencers4, making them especially effective for SMBs.
By partnering with local creators, supporting community initiatives, and encouraging user-generated content, businesses build trust and relevance where it matters most. Hyperlocal targeting and “near me” search optimization continues to boost visibility and conversion.
Tip: Focus your marketing efforts on local partnerships, reviews, events, and community storytelling.
Video becomes the default storytelling format
Video remains the most engaging content format in 2026. More than 90% of businesses use video as part of their marketing5, with short form videos delivering the highest return on investment.
Consumer behaviour supports this shift:
• Over 70% of consumers prefer learning about products through short videos5
• Short form videos generate over twice the engagement5 of long form content
• Nearly 80% of consumers say video influences their purchase decisions5
SMBs are using video for product demos, FAQs, customer stories, and behind the scenes content to educate, entertain, and inspire. High speed internet options from Rogers Business are designed to meet speed and bandwidth requirements of your business.
Digital payments and always-on connectivity are essential
Digital payments now account for more than 85% of total payment volume in Canada6, with contactless and mobile payments continuing to rise. Customers expect fast, flexible, and secure ways to pay both in store and online.
At the same time, uninterrupted connectivity is critical. Backup internet solutions and network resilience ensure SMBs can continue taking payments, serving customers, and operating smoothly even during outages. Accept payments anywhere, manage operations effortlessly, and give your customers the experience they expect with Rogers Red POS.
Continuous upskilling becomes a competitive necessity
With technology evolving rapidly, workforce development is a top priority. In 2026, SMBs are focused on upskilling employees in AI, digital tools, cybersecurity awareness, and data literacy7.
Organizations that invest in continuous learning report stronger adaptability, higher employee engagement, and greater resilience in fast changing markets.
Final thoughts
As we navigate 2026, SMBs that embrace these trends will be better positioned to grow and adapt. From operational AI and predictive personalization to cybersecurity resilience and community first marketing, success increasingly depends on being connected, flexible, and customer centric.
By investing in the right technology, empowering their teams, and staying close to their communities, SMBs can turn today’s challenges into tomorrow’s opportunities.
Contact a Rogers Business specialist to learn about right solutions for your specific business needs.
Sources:
1. Microsoft Canada, Majority of Canadian SMBs Embrace AI (June 25, 2025)
https://news.microsoft.com/source/canada/2025/06/25/majority-of-canadian-small-and-medium-sized-businesses-embrace-ai-with-71-actively-using-tools-to-drive-efficiency-and-growth/ [news.microsoft.com]
2. Business Development Bank of Canada (BDC), Survey of cybersecurity and Canadian SMEs
3. Business Development Bank of Canada (BDC), Even in tight times, most Canadians would pay a premium for Canadian-made products (April 14, 2026)
https://www.bdc.ca/en/about/mediaroom/news-releases/even-in-tight-times-most-canadians-would-pay-premium-for-canadian-made-products [bdc.ca]
4. Digital Conic, Canadian Brands Influencer Marketing Statistics 2025
https://digitalconic.com/2025/10/22/canadian-brands-influencer-marketing-statistics-2025/
5. Wyzowl, Video Marketing Statistics 2026
https://www.loopexdigital.com/blog/video-marketing-statistics [loopexdigital.com]
HubSpot / Hootsuite benchmarks Social media benchmarks: 2026 data + tips
6. Payments Canada, Canadian Payment Methods and Trends Report 2025
https://www.payments.ca/sites/default/files/PaymentsCanada_Canadian_Payment_Methods_and_Trends_2025_EN.pdf
7. Diversity Institute / Future Skills Centre, Bridging the AI skills gap in Canadian SMEs
Bridging the Artificial Intelligence Gap in Small and Medium-sized Enterprises in Canada