Ecommerce in 2026: Build Consumer Trust Through Clarity and Convenience

Ecommerce in 2026: The Search for Clarity and Convenience is a new report from Whistl that provides brands and retailers with an essential view of what’s shaping the online shopping experience.

From delivery frustrations to AI shopping and trust in brands, we surveyed 1,000 UK online shoppers to uncover what motivates them to browse, buy and come back for more.

Key insights include:

• A clear returns policy is now the most influential delivery factor, ahead of cost and speed.
• 3 in 5 online shoppers find it difficult to reach a human agent when they need assistance.
• 1 in 3 Gen Z and Millennials who use GenAI have made a purchase based on AI product recommendations.
• Over a third of UK shoppers have visited a pop-up store from an online brand.

Want to win in 2026? Get the insights you need to tailor your online experience to different age groups and shopper types.

Download the report.

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