2026 Ryder E-commerce Consumer Study

Today’s consumers are making more deliberate choices about where, when, and how they shop. Ryder’s 12th annual E-Commerce Consumer Study explores how shoppers are balancing price with convenience, speed, flexibility, and experience—and how emerging technologies are influencing decisions across the buying journey.

Based on a survey of 1,160 online shoppers, the 2026 study examines the latest consumer behaviors and expectations around purchasing, omnichannel experiences, shipping, returns, and packaging, with additional insights into apparel and beauty shoppers.

Key Takeaways

• AI Is Changing the Shopping Journey: 64% of shoppers now use AI tools when shopping, from product search and comparison to review summaries, visual search, and personalized recommendations.
• Online and In-Store Shopping Continue to Converge: Consumers want the convenience of e-commerce without losing the benefits of physical retail. Mobile devices, in-store pickup, and flexible return options are increasingly connecting the two experiences.
• Delivery Speed Is Back in Focus: Expectations for 1–2-day delivery reached a four-year high, while 76% of shoppers say fast shipping is more important than choosing a specific delivery date.
• Shipping Costs Still Shape the Sale: While influence of free shipping dropped 14% year over year, consumers remain sensitive to delivery costs, with shoppers researching shipping options before purchasing and nearly three-quarters adding items to their carts to qualify for free shipping.
• Returns Can Build—or Break—Loyalty: Return policies remain an important part of the customer experience, with fees, limited options, and inconvenient processes creating reasons for shoppers to take their business elsewhere.

Discover what today’s shoppers expect and the trends retailers and brands should be watching as they build more connected, responsive e-commerce experiences.

Download the 2026 Ryder E-Commerce Consumer Study.

Download