The State of US Post-Purchase in 2026
Insights from Locus' Q2 2026 survey of U.S. online shoppers on return channels, AI-assisted shopping, refund speed, delivery tradeoffs, and what now wins shopper loyalty.
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Active US online shoppers surveyed
now use AI as a primary/secondary online shopping tool
say fast refunds make them more likely to shop with a retailer again
E-commerce expectations have shifted. Fast delivery and a seamless post-purchase experience are now treated as standard, placing sustained pressure on retailers and the supply chains behind them. At the same time, shoppers buy more frequently, use AI to discover new brands, and order multiple variations of an item before deciding what to keep, driving more fragmented demand and less predictable return flows.
Three signals define the 2026 picture in the U.S: returns are now a competitive battleground, AI is reshaping discovery and basket behavior, and reliability and refund speed are catching up to raw delivery speed as drivers of loyalty.
Key Takeaways from the Report
AI is reshaping demand
45% use AI to shop, driving more discovery, larger baskets, and less predictable returns. Optimize product data for assistants and plan for volatility.
Returns convenience beats price
54% prefer in-store drop-off over the cheapest option. Build store and partner drop-off networks and surface them everywhere shoppers return.
Younger shoppers bracket, plan for it
Gen Z brackets at 20% vs. 3% of Boomers. Forecast returns by cohort and use targeted, not blanket, policy levers.
Refund speed drives loyalty
68% are more likely to return after a fast refund. Trigger refunds early and align logistics with finance.
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