About this report
The TGM United States E-Commerce Insights 2026 Report explores how American consumers shop online, from purchase frequency and preferred devices to product categories, promotions, decision drivers and payment behavior. The findings are based on a representative survey of 1,055 consumers aged 18–65+ in the United States, conducted on 3–4 December 2025 through online interviews (CAWI) by TGM Research. The U.S. study forms part of TGM's wider seven-country e-commerce research covering 7,077 respondents.
The report goes beyond market averages by comparing six age groups, gender and shopping-frequency segments, from heavy to light online shoppers. This allows e-commerce businesses, retailers, marketplaces, brands, payment providers and consultants to understand not only what Americans buy online, but which shoppers are most mobile-led, price-sensitive, promotion-responsive and commercially attractive. The findings can support decisions around digital experience, category strategy, pricing, promotions, checkout optimization and audience targeting.
What's inside
Shopper profiles by purchase frequency; heavy, moderate, light and non-shoppers; online shopping frequency; frequency by age; preferred shopping devices; device choice by shopping intensity, gender and age; online shopping categories; categories by shopper type, gender and generation.
Most appealing online promotions; percentage discounts; free or faster shipping; bundle offers; cashback and platform credits; promotional preferences by shopper type and age; factors determining where consumers shop; price, shipping, delivery speed, returns, authenticity and reviews, loyalty, payment flexibility, service, privacy and sustainability.
Preferred payment methods; debit and credit cards; PayPal or similar services; bank transfers; cash on delivery; Buy Now, Pay Later; e-wallets; payment preferences by gender, generation and shopping-frequency segment.
Consumer profiles for ages 18–24, 25–34, 35–44, 45–54, 55–64 and 65+; shopping frequency; preferred device; promotional preferences; purchase decision drivers; payment choices; leading categories; behavioral interpretation of each generation.
United States E-Commerce Insights 2026
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