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Visibility Starts Before the Purchase
Price Still Matters, But Consumers Are Shopping Strategically
Consumers Want Control More Than Speed
Premium Fulfillment Has Become the Standard
Returns Have Become a Trust Indicator
New Shopping Channels Require New Levels of Visibility
Explore how consumer expectations are shifting in 2026—and why visibility, communication and trust are becoming essential to the ecommerce experience.
Peak Season Insights
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Transparency is the New Currency of Peak Season Shopping
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As shoppers become more flexible about where they shop and how long they’ll wait, one expectation is clear: they want to know what’s happening every step of the way.
For today's consumers, trust is built long before an order is placed.
KEY TAKEAWAY
Consumers increasingly view transparency as part of the product itself. Inventory visibility, straightforward pricing and clearly communicated policies can directly impact conversion rates and customer loyalty.
32% would stop shopping with a retailer after encountering hidden fees
5% say return policies are not important when deciding where to shop
80% say inaccurate stock levels negatively impact their trust in a retailer
Cost concerns remain consumers' biggest challenge heading into peak season. Cost concerns remain consumers' biggest challenge heading into peak season, driving greater focus on deals (25%) and sales periods (22%).
Price Still Matters, but Consumers are Shopping Strategically
Import Tariffs
45%
Higher Fuel Costs
36%
Inflation
40%
Planned Peak Season Spending: 2025 vs. 2026
Why consumers believe costs will be higher
Consumers are seeking value, not necessarily spending cuts. Retailers that combine competitive promotions with transparent pricing and inventory visibility can help shoppers feel confident about when and where to buy.
2025
2026
20%
52%
Spend More
Spend LESS
28%
About the Same
43%
39%
18%
As fulfillment performance improves across the industry, consumers are placing greater emphasis on communication and predictability than on shaving additional time off delivery windows.
Many consumers would rather receive accurate information than unrealistic delivery promises. Retailers and logistics providers that proactively communicate disruptions and provide shipment visibility can strengthen customer trust even when unexpected delays occur.
If an order is delayed, shoppers most want:
35%
Updated delivery dates
29%
Proactive notifications
Explanations for delays
Consumers also show flexibility when communication is clear:
would accept longer delivery windows to reduce delays
would accept consolidated shipments
Capabilities that once differentiated eCommerce brands are now expected by default.
Consumers increasingly recognize the complexity of fulfillment, but that acknowledgement has not lowered expectations.
Consumers’ standard expectations when shopping online:
73%
Free shipping
48%
Two-day delivery
47%
Free returns
Real-time package tracking
Despite growing pressure, fulfillment continues to meet expectations:
11%
Returns are no longer a post-purchase consideration. For many consumers, return policies influence retailer selection before a purchase is ever made.
Clear policies, visible expectations and frictionless return experiences can help retailers improve customer retention and encourage repeat purchases throughout peak season.
79%
have chosen not to purchase because a retailer's return policy was unclear or inconvenient
24%
say a poor return experience would cause them to stop shopping with an online retailer
Consumers are becoming comfortable using AI tools and social platforms throughout the shopping journey, creating new opportunities and new expectations for retailers.
As shopping journeys become more fragmented across AI assistants, social platforms and ecommerce sites, retailers must be positioned to meet consumers wherever they choose to shop.
60% are likely to use AI tools to help with peak season shopping
More than half of consumers expect to purchase 20% or more of their gifts through social media platforms
ABOUT the 2026 Ecommerce SURVEY
Kenco surveyed over 350 North American consumers to gather insights on buying decisions and attitudes around factors influencing spending and fulfillment ahead of the 2026 peak spending season.
© 2026 Kenco Group | 2001 Riverside Drive, Chattanooga, TN | KencoGroup.com
ABOUT KENCO
Kenco supplies integrated logistics solutions that include distribution, eCommerce fulfillment, comprehensive transportation management and material handling equipment services, and customized supply chain solutions – all designed for Operational Excellence. Kenco continues to be a leading 3rd party logistics provider in North America, building lasting customer relationships for over 75 years. Kenco’s focus is to support customers’ business needs through connected solutions and to redefine third-party logistics by offering innovative solutions.
