In collaboration with C Space, FedEx has released its annual e-commerce trends report, which reveals that businesses that prioritize convenience, seamless returns and personalized engagement will drive customer loyalty and long-term success.
Convenience and post-purchase experience
According to the report, consumers expect a hassle-free shopping experience from start to finish, with convenience and post-purchase ease emerging as what matters most in 2025. More than 80% of shoppers surveyed prioritize convenience, expecting home delivery (81%), free shipping (76%) and real-time tracking (68%) as table-stakes features.
Returns were also found to be a critical part of the convenience equation, as shoppers demand a frictionless post-purchase experience. The researchers have asserted that retailers that simplify the returns process will gain a competitive edge, as cumbersome return policies often deter repeat purchases. Notably, 97% of shoppers have abandoned a purchase due to an inconvenient shopping experience, reinforcing the necessity of a frictionless buying and returns process.
“E-commerce success in 2025 isn’t just about having the right product selection – it’s about delivering a seamless end-to-end customer experience,” said Jason Brenner, senior vice president of FedEx’s digital portfolio. “Retailers that prioritize convenience, including easy returns, fast and transparent shipping, and frictionless digital engagement will ultimately lead the market.”
Generational preferences for digital marketing
The FedEx report also found that to stay competitive in 2025, brands must attune their marketing strategies based on generational preferences, particularly in the digital landscape. For example, Gen Z consumers prefer digital-first brand interactions, with nearly 70% of their engagement occurring online. They also discover new brands through TikTok (51%) and Instagram (40%), making a strong social media presence essential. In contrast, millennials are highly brand conscious, with 81% considering a brand’s treatment of employees before making a purchase. Additionally, 27% prefer to buy directly from a brand’s website or app, reinforcing the importance of strong direct-to-consumer strategies. Finally, boomers value in-person connection, with 53% still shopping in-store – more than any other generation.
To connect effectively, the research recommends that brands prioritize personalized communications and tailored content, leveraging video-driven storytelling and nostalgic elements to create emotional connections – especially among younger consumers.
An elongated holiday shopping period
Alongside these insights, the research team also discovered that consumers are moving away from last-minute holiday shopping, choosing instead to spread spending throughout the year. The 2025 report highlights a clear shift in shopping behaviors, including the fact that 22% of shoppers surveyed begin holiday shopping as early as August to manage expenses and avoid price surges. By 2026, 30% of consumers surveyed plan to shop for winter gifts throughout the year. Additionally, 16% surveyed already shop year-round for the holidays.