New data from Scurri reveals a strong start to the year for eCommerce, with delivery volumes rising 22% year on year in Q1 2026, driven by key seasonal events dominated by Valentine’s Day and Mother’s Day.
Across Scurri’s platform, retailers processed 46.7 million shipments, up from 38.2 million in Q1 2025, while gross merchandise value (GMV) increased by €907 million to €5 billion, highlighting continued growth in online demand despite ongoing economic uncertainty.
However, beneath the headline growth, the data points to a more complex picture of how consumers are shopping and how retailers are adapting. Seasonal moments still matter, but execution is changing. The steady acceleration in volumes across the quarter (from +16% in January to +26.5% in March) reflects the growing importance of seasonal trading moments.
But while these events continue to drive demand, the categories benefiting from them are shifting. Traditional gifting categories declined significantly, with Gifting down -22.7% YoY and Fashion down -17%, suggesting that consumers are becoming more selective in discretionary spending.
At the same time, more practical or lifestyle driven categories saw strong growth, including Toys +52.2%, Pet and Animal +36.6%, Homewares +25% and Sports Equipment +25.3%. This suggests that seasonal demand is no longer confined to traditional gift purchases, but is spreading into categories aligned with everyday life, hobbies and the home.
One of the most notable trends in Q1 was a clear rebalancing of demand away from long haul international shipping. While the United States remains the single largest destination market, shipments declined significantly, -21.1% YoY in the US and -33.6% YoY in Canada. In contrast, European markets saw strong growth – Germany +40.3%, Belgium +27.9%, Denmark +28.2%, Netherlands +15.7% and Poland +16.1%. The UK also continued to grow steadily at +7.3% YoY, reinforcing the importance of domestic fulfilment. This shift reflects a combination of factors, including cost pressures, delivery reliability and retailer strategies to prioritise closer to home markets.
Consumer expectations around delivery speed remain high, with Next Day delivery now the most popular option, accounting for 32.7% of preferred services and growing by +28.9% YoY. Other notable trends include weekend delivery growing +17.1%, reflecting demand for convenience, standard delivery still widely used (20%), but increasingly complemented by faster options and international delivery declining (-13.9%).
At the same time, category specific delivery patterns highlight how fulfilment is becoming more tailored. Food and Drink dominated by Next Day (52%), where freshness is critical; Pet and Animal heavily reliant on Signature delivery (73.8%), reflecting higher value or sensitive shipments; and Homewares seeing growth in 2-man and international delivery, linked to larger items.
The data also reveals a widening gap between high-growth and declining sectors. While categories such as Adult (+88%), Toys (+52%) and Pet and Animal (+36.6%) surged, others, including Garden & Outdoor (-59.7%) and Gifting (-22.7%), saw sharp declines.
“Q1 shows that growth in eCommerce is still strong, but it is becoming more nuanced,” said Rory O’Connor, CEO and founder of Scurri. “Seasonal events including Valentine’s Day and Mother’s Day continue to drive demand, but consumers are changing how and what they buy. At the same time, we’re seeing a clear shift towards domestic and European markets, alongside rising expectations for faster, more flexible delivery.
