For the last few years, Always-On has been treated as the responsible answer to social media.

Post consistently. Maintain presence. Fill the calendar. Avoid gaps. Stay visible.

In 2026, this definition of Always-On is no longer enough.

In many cases, it is actively holding brands back.

For most of the internet’s history, commerce followed attention.

You earned attention through content, advertising, or search. You built interest. You nurtured intent. You converted at the end of the journey. Commerce was downstream of culture.

What is becoming clear as we move into 2026 is that this sequence is reversing.

Commerce is no longer the outcome. It is the organising principle.