Online shopping habits are changing delivery, reverse logistics and overall customer expectations.
That’s because shoppers place greater value on flexible delivery options, reliable fulfillment, convenient returns and fast refunds, while AI shopping tools begin to reshape how they discover and buy products, according to the latest Locus research.
"Retailers can't plan around one version of the online shopper anymore," says Nishith Rastogi, founder and CEO at Locus. "The challenge is not just that shoppers want more options. It's that those expectations are changing across the entire purchase journey, from discovery to delivery to returns. While retailers need logistics operations that are flexible enough to adapt to different situations, they need to remain disciplined enough to protect cost, capacity and the promises they make to shoppers."
Key takeaways:
· Overall, U.S. holiday retail sales are projected to grow 2.6% this year, while e-commerce is expected to grow 6.6%. This follows a record 2025 season in which U.S. consumers spent $257.8 billion online from Nov. 1-Dec. 31, 2025.
· When choosing where to shop online, 34% of consumers still value fast delivery above all else, but 20% now say reliable, predictable delivery is their top priority
· 45% of consumers are now using AI as either a primary or secondary online shopping tool; among that group, 39% say they're more likely to try new brands or products, while 37% are more likely to purchase more items when using it
· If provided a better overall or more environmentally friendly shopping experience, 58% of consumers are willing to consolidate deliveries into fewer packages, 40% would accept slower delivery times and 22% are willing to pick up orders from a store or locker instead of home delivery
· The returns experience plays a significant role in customer loyalty, with 68% of shoppers saying a fast refund makes them more likely to shop with a specific retailer again, and 54% saying they prefer to return items in-store
· Speed is still the leading factor when shoppers choose where to buy online, but reliability is gaining ground, with 20% of consumers now ranking reliable, predictable delivery as their top priority.
· AI shopping tools are already part of the buying journey for many consumers, with 45% using them as either a primary or secondary online shopping tool.
· Shoppers are open to delivery tradeoffs when there's a clear benefit: 58% would consolidate deliveries into fewer packages, 40% would accept slower delivery times and 22% would use store or locker pickup instead of home delivery.
· Returns are no longer just a post-purchase cost issue, as 68% of shoppers say a fast refund makes them more likely to shop with a retailer again and 54% prefer in-store drop-offs.
