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Discover how customer expectations are changing and how to keep up. Ecommerce in 2026 covers the whole customer journey, from brand discovery through GenAI to delivery, returns, and the post-purchase experience.
Shopping Habits are Changing Fast
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Online shoppers are buying more often, across more channels, and with higher expectations at every stage of the journey. Millennials and Gen Z now dominate online spending frequency, while sustainability conscious shoppers buy more frequently than any other segment.
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3.9 average online purchases per month across UK adults.
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5.3 monthly purchases (Millennials) — the highest of all generations.
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6.5 purchases per month for Sustainability Shoppers, making them the most active segment.
Clarity Now Outranks Cost and Speed
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Delivery expectations have changed dramatically. Shoppers now rank transparency and flexibility above pure speed. A clear returns policy is the single most influential delivery factor, even more than low delivery fees.
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#1: A clear returns policy (57%)
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#2: Lowest delivery cost (55%)
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#3: Delivery visibility & tracking (51%)
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Only 36% value “quickest delivery” as their top priority.
Tomorrow’s Channels are Already Here
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From AI product recommendations to live shopping and AR try ons, tech led ecommerce is accelerating. Younger shoppers in particular are driving this shift and converting at high rates.
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49% Gen Z and 47% Millennials have used GenAI for product recommendations.
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1 in 3 bought something because AI suggested it.
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85% Gen Z and 77% Millennials are likely to buy from social media ads.
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Over half have tried or are interested in AR/VR shopping features.
Shopping Habits are Changing Fast
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Online shoppers are buying more often, across more channels, and with higher expectations at every stage of the journey. Millennials and Gen Z now dominate online spending frequency, while sustainability conscious shoppers buy more frequently than any other segment.
-
3.9 average online purchases per month across UK adults.
-
5.3 monthly purchases by Millennials, the biggest buyer age group.
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6.5 purchases per month by Sustainability Shoppers, making them the most active segment.
Clarity Now Outranks Cost and Speed
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Shoppers now rank transparency and flexibility above cost and speed. Our research found that a "clear returns policy" is the single most influential delivery factor. Here's the top three:
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#1: A clear returns policy (57%)
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#2: Lowest delivery cost (55%)
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#3: Delivery visibility & tracking (51%)
Meanwhile, only 36% of shoppers value “quickest delivery” as their top priority.
Tomorrow’s Channels are Already Here
.png "Ecommerce Consumer Research - Desktop (11)")
From AI product recommendations to live shopping and AR try-ons, tech led eCommerce is accelerating. Younger shoppers in particular are driving this shift and converting at high rates.
-
49% Gen Z and 47% Millennials have used GenAI for product recommendations.
-
1 in 3 bought something because AI suggested it.
-
85% Gen Z and 77% Millennials are likely to buy from social media ads.
-
Over half have tried or are interested in AR/VR shopping features.
Bring Clarity, Convenience and Confidence to Your Customers
