Report summary based on the Ryder 2025 eCommerce Consumer Study
The newly released Ryder 2025 eCommerce Consumer Study highlights how American shoppers are approaching online retail this year, and the findings carry important lessons for CedCommerce sellers navigating multichannel growth.
Inflation isn’t stopping shopping, but it’s changing what sells
Fewer shoppers point at inflation as the only reason to cut back, but discretionary categories are feeling the squeeze. Clothing, home goods, electronics, and accessories show the highest pullback rates. Younger shoppers remain the most price-sensitive and are relying heavily on comparison shopping and Buy Now, Pay Later (BNPL) options.
Seller takeaway: Expect stiffer competition in fashion, electronics, and home categories. Prioritise competitive pricing, bundled offers, and BNPL integration to win budget-conscious buyers.
Free shipping is the deal-maker
- Free shipping is the top purchase driver for most shoppers.
- Many shoppers add items to cart specifically to hit free-shipping thresholds, though most won’t spend more than about $50 extra to qualify.
- Scheduled delivery is growing in preference—some shoppers now prefer scheduled delivery over ultra-fast (two-day) options.
Seller takeaway: Free shipping thresholds remain a powerful lever to increase cart value. Offer flexible options—scheduled delivery, threshold nudges, or 0/low-cost shipping tiers—to capture more conversions.
Returns & loyalty are make-or-break
Free returns are critical: a majority of shoppers say they won’t buy without a free return policy. Poor fit is the top reason for returns, especially in apparel. Returnless refunds are driving repeat purchases and even encouraging reuse or donation of unwanted items.
Seller takeaway: Invest in hassle-free returns and integrate loyalty incentives—these are key to earning repeat business during peak season.
Omnichannel habits are solidifying
- Many shoppers prefer returning online orders in-store for convenience.
- BOPIS (Buy Online Pickup In-Store) has risen year over year—driven largely by shoppers avoiding shipping fees.
- Shoppers increasingly use lockers and scheduled delivery to reduce package theft risk.
Seller takeaway: If you have a physical footprint or retail partners, promote in-store pickup/returns. Marketplace sellers should work with fulfillment partners that offer secure delivery options.
Packaging, sustainability & brand perception
Coupons and surprise samples inside packaging drive repeat purchases; premium unboxing (custom boxes and eco touches) increases social sharing and loyalty. A significant share of shoppers prefer eco-friendly packaging and are willing to wait longer for greener delivery choices.
Seller takeaway: Sustainable, thoughtful packaging is now a conversion and loyalty driver—consider eco-friendly inserts, sample coupons, and an enhanced unboxing experience.
Holiday 2025 outlook: shoppers start earlier, spend cautiously
- Most shoppers plan to start holiday shopping before November—early deals matter.
- Sales and discounts are the primary motivator, outranking product availability or delivery speed.
- Apparel, electronics, and accessories are expected to lead holiday gift categories.
- BNPL use for holiday purchases is rising—particularly among younger buyers.
Seller takeaway: Plan early deals, highlight affordability, and enable BNPL options before Q4 to capture budget-conscious holiday shoppers.
Bottom line for eCommerce sellers
The Ryder study confirms shoppers want affordability, flexibility, and sustainability, often over pure speed. For eCommerce sellers, focus on:
- Free shipping thresholds and clear return policies
- BNPL and loyalty program integrations
- Sustainable, premium packaging and curated unboxing experiences
- Early, deal-driven holiday campaigns with clear affordability messaging
Adapting to these expectations will help you not only weather economic uncertainty but build loyalty in a competitive 2025 holiday landscape.
