E-commerce shopping trends in 2025: American consumers prefer fast delivery and easy return policies

Recently, FedEx released the "2025 US E-commerce Trends Report", which deeply analyzed the main needs and preferences of American consumers in e-commerce shopping. The report pointed out that convenience, fast returns and personalized interactions will be the key factors to promote the long-term success of sellers and customer loyalty. In addition, the report also revealed the changes in consumer shopping behavior, especially the trend of holiday shopping.

The report shows that consumers' requirements for shopping convenience will increase significantly in 2025. More than 80% of e-commerce consumers believe that functions such as home delivery (81%), free delivery (76%) and real-time tracking (68%) are basic requirements for e-commerce shopping.

The report emphasizes that the simplicity of the return process is also crucial, and consumers want to enjoy a fast and simple return experience. The study found that complex return policies often lead consumers to abandon purchases, and 97% of consumers have interrupted their purchases due to poor shopping experiences, further highlighting the importance of optimizing the shopping and return processes.

At the same time, the report also pointed out that brands need to adjust their marketing strategies according to the preferences of different generations, especially in digital marketing. Generation Z tends to prioritize digital brand interactions, with about 70% of interactions occurring online. They discover new brands through TikTok (51%) and Instagram (40%), which means that a strong presence on social media becomes particularly important.

In contrast, millennials pay more attention to brand image, and 81% of millennial consumers will consider the brand's attitude towards its employees before making a purchase. In addition, 27% of millennials prefer to purchase directly through the brand's website or app, which also highlights the importance of direct-to-consumer strategies. Baby boomers still value offline shopping, and 53% of baby boomer consumers choose to shop in stores, far exceeding other age groups.

The report recommends that brands should prioritize personalized communications and content to create emotional connections with consumers through video-driven storytelling and elements of nostalgia, especially when it comes to attracting younger consumers.

The report also found trends in consumer behavior regarding holiday shopping. As the shopping season gets longer, more consumers are choosing to spread out their spending rather than concentrating on shopping right before the holidays. 22% of respondents start preparing for holiday shopping in August to avoid price fluctuations and plan their spending appropriately. By 2026, 30% of consumers are expected to buy winter holiday gifts throughout the year, while 16% of consumers are already shopping year-round to meet holiday needs.

Author✎ Summer/
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