Whistl, the UK’s leading logistics specialists in fulfilment, mail and parcels, has launched its 2026 Ecommerce Consumer Trends Report, a definitive guide for eCommerce brands and retailers looking to understand the current thinking of UK online shoppers.
The comprehensive report, conducted by an independent research company, is based upon a representative sample of 1000 UK eCommerce consumers and explores purchasing decisions based upon their shopper profile and demographic.
Through the report eCommerce retailers can gain the latest insights into what attracts their customers to buy and what aspects discourage them throughout the customer journey. It specifically covers website/ app shoppers; promo and seasonal shoppers; cross-border shoppers; social media shoppers; and sustainability shoppers.
Retailers who target specific age groups can also understand the latest trends relating to Gen Z, Millennials, Gen X and Baby Boomers.
Initial findings from the Whistl report show:
- A clear returns policy (57%) is the #1 influential delivery factor
- The average online shopper purchases 3.9 items a month
- Sustainability Shoppers shop the most frequently (6.5 times a month)
- A third of Gen Z and Millennials who use GenAI have purchased based upon the AI recommendation
- 1 in 2 Gen Z and 6 in 10 Millennials trust AI ‘more’ or ‘as much’ as traditional sources for product recommendations
- 50%+ of Gen Z and Millennials use parcel lockers at least a few times a year
- 31% of online shoppers in the UK buy from outside the UK
The report also provides a must-read guide on the ‘one thing to improve online shopping’ for each of the demographics. A copy of the 60-page report is available here.
Ian Keilty, CEO Whistl, commented: “This report equips readers with the latest insight into consumer thinking, enabling them to navigate the eCommerce fulfilment and parcel management landscape with confidence in 2026.
“At Whistl, our mission is to help retailers and brands meet these rising expectations and turn multi-channel fulfilment and parcel delivery management into a competitive advantage. We do so through smarter logistics, broader delivery choices, and technology that keeps customers informed and empowered.”
