Online Shopping Trends: How Americans Really Shop, Decide, and Save in 2026

Online shopping is now nearly universal, with 93% of Americans making an online purchase in the past week and households receiving an average of 2.9 packages per week. Shoppers are also highly strategic: 94% consult customer reviews before buying, 80% have used AI to help make shopping decisions and 94% say free shipping influences where they shop. Price comparisons are common even inside stores, with 94% saying they've compared a product against other retailers while shopping in person.

These behaviors underscore the importance of reaching consumers before and during the decision-making process, whether the final purchase happens online or in-store. Sellers can approach retailers, consumer electronics stores, clothing and home décor businesses, pet retailers, financial institutions and other local businesses with e-commerce capabilities, helping them promote competitive pricing, customer reviews, free shipping, rewards and other benefits that can influence where shoppers ultimately spend.