Beauty ecommerce is outpacing the broader category as social and AI reshape the path to purchase. As generational divides widen, brands and retailers need to rethink how they win discovery, consideration, and conversion.

Online marketplaces are taking a bigger share of ecommerce, but rising shopper expectations, tighter margins, and weaker customer relationships are reshaping the opportunity for brands and retailers.

Consumers are collecting memberships much faster than they're building habits. The average consumer now belongs to 17.4 loyalty programs, up 60% over the past decade, according to Upside’s “Escaping the loyalty plateau” report. But active participation has risen just 8% over the same period, to 8.4 programs.

Memberships remove a key friction: Amazon Prime and Walmart+ make free shipping feel included, raising the bar for rivals that still charge delivery and return fees.

Growing delivery volumes and returns are reshaping consumer behavior, fulfillment strategies, and the economics of ecommerce in 2026.

Amazon and Walmart widen their lead as shoppers raise their standards.

Old Navy wants to stand out for consumers with convenience, now offering same-day delivery on items including jeans, beanies, and dress shoes through DoorDash. “It’s a classic win-win,” said Nishith Rastogi, founder and CEO of Locus, a logistics tech provider recently acquired by IKEA parent company Ingka Group. “The retailer gets speed, and the platform gets density and stronger utilization across its network.”

While 45% of US adults expect free shipping on any order, 16% of those consumers will not make a purchase if they have to pay for shipping, revealed August 2025 data from Radial and Dynata.

Our exclusive research reveals what factors are influencing the path to purchase for personal care and beauty products.

Three in four US online shoppers consider fast delivery to be important, per a YouGov survey. Just 8% believe it to be unimportant. Thanks to Amazon Prime and similar offerings, consumers have come to expect free and fast shipping. But if forced to pick between the two, shoppers will accept slower delivery speeds if it means no extra cost. That’s good news for brands that can’t afford to compete with the likes of Amazon and Walmart on speed.

Perplexity takes on Google: The AI-powered search engine launched a Buy with Pro ecommerce feature, along with a host of other shopping-related elements to broaden its utility and appeal.

Delivery is a critical component of ecommerce fulfillment, but accessing this opportunity requires brands and retailers to navigate a complex set of options and find ways to meet rising consumer expectations.

Amazon and Walmart follow a similar playbook: The retailers use exclusive access to events like Prime Day and Walmart+ Early Access to showcase the value of their membership programs.

Target announced it will launch a paid membership program April 7, following Amazon and Walmart’s lead.The move comes asTarget struggles to keep up with competitors.

Walmart Marketplace is thriving: Black Friday and Cyber Monday were the two best-selling days on the platform, and those strong results are providing a boost to Walmart Fulfillment Services.

Frictionless online checkouts allow consumers to click, pay, and complete purchases for exactly what they were looking for—but less so for what they weren’t necessarily expecting to find. For retailers, encouraging impulse purchases online requires a different strategy than at brick-and-mortar stores that capitalize on physical displays to prompt low-consideration additions to shoppers’ carts.

Ecommerce sales will return to double-digit growth this holiday season amid a backdrop of healthy consumer spending.

Amazon Prime Day 2023 will drive a surge of activity for Amazon, competing retailers, and brands looking to generate a sales boost before the back-to-school and holiday shopping seasons.

Amazon, Costco Wholesale, and other retailers now face an uphill battle to win recurring revenues in the era of subscription fatigue.