Shopping Habits are Changing Fast

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 (Millennials) — the highest of all generations.

• 6.5 purchases per month for Sustainability Shoppers, making them the most active segment.
  

Clarity Now Outranks Cost and Speed

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.

• #1: A clear returns policy (57%)

• #2: Lowest delivery cost (55%)

• #3: Delivery visibility & tracking (51%)

• Only 36% value “quickest delivery” as their top priority.
  

Tomorrow’s Channels are Already Here

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.