Consumer Research Reveals UK Online Shopping Behaviours
The Online Shopping Experience is Changing Fast
The pace of change in eCommerce has never been faster. But what once mattered most - speed and cost - has now been overtaken by something far more powerful: clarity. This was the key finding from our latest research, 'Ecommerce in 2026: The Search for Clarity and Convenience'. The report is based on a nationally representative survey of 1,000 UK online shoppers and is an essential read if your brand wants to understand the behaviours and expectations shaping the online shopping experience.
From order fulfilment to customer service, today’s online shoppers demand transparency, confidence, and convenience across every stage of their buying journey. This is true across different generations and shopper types. To meet these evolving expectations, it's essential for online stores to have a clear and flexible eCommerce strategy that embraces innovation such as augmented reality, artificial intelligence, and the needs of sustainability-conscious buyers.
Ecommerce Trends Retailers Can’t Ignore
Clarity Beats Cost in Delivery Decisions
A clear returns policy is now the #1 delivery priority for UK shoppers, ranked above cost and even delivery speed. Over half of our sample (57%) told us it's the most influential factor when deciding whether to buy. Shoppers increasingly expect visibility, flexibility, and confidence when clicking “checkout”.
Returns management services are a critical part of eCommerce fulfilment, as they directly impact customer satisfaction and operational efficiency. Comprehensive services and a range of options help retailers support customer needs and drive growth in the competitive UK online shopping market.
![<h3 data-pm-slice="1 1 []"><span class="heading--3"><strong>Clarity Beats Cost in Delivery Decisions</strong></span></h3>
<p>A <strong>clear returns policy</strong> is now the #1 delivery priority for UK shoppers, ranked above cost and even delivery speed. Over half of our sample (57%) told us it's the most influential factor when deciding whether to buy. Shoppers increasingly expect visibility, flexibility, and confidence when clicking “checkout”.</p>
<p><a href="https://www.whistl.co.uk/fulfilment/returns" target="_self">Returns management services</a> are a critical part of <a href="https://www.whistl.co.uk/fulfilment/ecommerce" target="_self">eCommerce fulfilment</a>, as they directly impact customer satisfaction and operational efficiency. Comprehensive services and a range of options help retailers support customer needs and drive growth in the competitive UK online shopping market.</p>
<p> </p>](https://www.whistl.co.uk/1030x860/2217/7089/5053/whistl-ecommerce-research-cover.jpg)
Younger Shoppers Are Redefining Convenience
Gen Z and Millennials are leading the shift toward mobile-first online shopping and alternative delivery options. Over 70% shop via smartphone, and more than half regularly use parcel lockers - valuing control, speed, and reliability.
Ecommerce sites and websites must be optimised for mobile devices, ensuring responsive design and streamlined navigation to meet the needs of mobile shoppers. Supporting mobile wallets like Apple Pay and Google Pay can also help reduce cart abandonment among mobile users.
![<p data-pm-slice="1 1 []"><span class="heading--3"><strong>Younger Shoppers Are Redefining Convenience</strong></span></p>
<p data-pm-slice="1 1 []">Gen Z and Millennials are leading the shift toward mobile-first online shopping and alternative delivery options. Over 70% shop via smartphone, and <strong>more than half regularly use parcel lockers</strong> - valuing control, speed, and reliability.</p>
<p>Ecommerce sites and websites must be optimised for mobile devices, ensuring responsive design and streamlined navigation to meet the needs of mobile shoppers. Supporting mobile wallets like Apple Pay and Google Pay can also help reduce cart abandonment among mobile users.</p>](https://www.whistl.co.uk/515x430/3317/7089/6206/whistl-ecommerce-research-genz-lockers.jpg)
Purchase Frequency Shapes Expectations
The more frequently a customer shops online, the higher their expectations. Among high-frequency shoppers:
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Delivery visibility and clear returns policies outrank delivery cost.
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Quickest delivery becomes significantly more important.
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Sustainability considerations - such as consolidated delivery - carry greater weight.
Understanding and meeting the needs of high value segments is crucial for encouraging repeat purchasing. Our research highlights the need for greater delivery options, enhanced visibility and and reliable service.
Ultimately, effective inventory management and slick logistics are essential for ensuring timely delivery and a positive customer experience.
![<p data-pm-slice="1 1 []"><span class="heading--3"><strong>Purchase Frequency Shapes Expectations</strong></span></p>
<p data-pm-slice="1 1 []"><strong>The more frequently a customer shops online, the higher their expectations</strong>. Among high-frequency shoppers:</p>
<ul>
<li>
<p>Delivery visibility and clear returns policies outrank delivery cost.</p>
</li>
<li>
<p>Quickest delivery becomes significantly more important.</p>
</li>
<li>
<p>Sustainability considerations - such as consolidated delivery - carry greater weight.</p>
</li>
</ul>
<p>Understanding and meeting the needs of high value segments is crucial for encouraging repeat purchasing. Our research highlights the need for greater delivery options, enhanced visibility and and reliable service. </p>
<p>Ultimately, effective <a href="https://www.whistl.co.uk/fulfilment/inventory-management" target="_self">inventory management</a> and slick logistics are essential for ensuring timely delivery and a positive customer experience.</p>](https://www.whistl.co.uk/1030x860/9817/7089/6503/whistl-ecommerce-research-shopper-segments.jpg)
Emerging Tech Is Influencing Buying Decisions
Generative AI, AR try-ons, and social commerce are no longer fringe behaviours. They are now mainstream drivers for younger consumers:
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1 in 3 Gen Z and Millennials have purchased products based on AI recommendations.
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7 in 10 users of VR/AR tools say the experience is engaging and helpful.
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Social Media Shoppers are highly influenced by TikTok, Instagram, and YouTube advertising.
Artificial intelligence and immersive technology is transforming the online customer experience. Livestream shopping and social channels like Instagram, Facebook, and TikTok are now well established in helping brands connect with customers in real time, driving sales and boosting engagement. Meanwhile, virtual reality and augmented reality is becoming increasingly popular for product discovery. This is only likely to continue amongst younger shoppers and the generations that follow.
![<p data-pm-slice="1 1 []"><span class="heading--3"><strong>Emerging Tech Is Influencing Buying Decisions</strong></span></p>
<p data-pm-slice="1 1 []">Generative AI, AR try-ons, and social commerce are no longer fringe behaviours. They are now mainstream drivers for younger consumers:</p>
<ul>
<li>
<p>1 in 3 Gen Z and Millennials have purchased products based on AI recommendations.</p>
</li>
<li>
<p>7 in 10 users of VR/AR tools say the experience is engaging and helpful.</p>
</li>
<li>
<p>Social Media Shoppers are highly influenced by TikTok, Instagram, and YouTube advertising.</p>
</li>
</ul>
<p>Artificial intelligence and immersive technology is transforming the online customer experience. Livestream shopping and social channels like Instagram, Facebook, and TikTok are now well established in helping brands connect with customers in real time, driving sales and boosting engagement. Meanwhile, <strong>virtual reality and augmented reality is becoming increasingly popular for product discovery.</strong> This is only likely to continue amongst younger shoppers and the generations that follow.</p>](https://www.whistl.co.uk/515x430/7417/7089/6618/whistl-ecommerce-research-ai.jpg)
What This Means for Online Retailers
Shoppers expect brands to offer:
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Transparent delivery and returns information.
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Multiple, flexible delivery and collection options.
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Personalised recommendations, powered by AI.
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Faster, frictionless customer support.
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Trusted, high-quality experiences online and offline.
The retailers that win in 2026 will be those offering clarity, convenience, and responsiveness at every touchpoint - tailored to the needs of each shopper segment. Having a clear strategy to deliver these experiences is essential for driving future growth and staying competitive in the evolving UK online shopping landscape.
This teaser only scratches the surface. Dive deeper into detailed generational insights, shopper segments, delivery preferences, tech adoption trends, and actionable recommendations for retailers