Understand How People Shop Online in 2026

TGM E-commerce Insights 2026

Master the complex shift to mobile-first journeys and hyper-local payments. Access the full 2026 e-commerce country report for total market mastery, or buy by section to get only the specific e-commerce insights you needs.

Browse SECTION - From $29

NEW UNBUNDLED REPORTS Purchase only the sections with BETTER PRICE!

E-COMMERCE INSIGHTS SNEAK PEEK

Did you know that...

Great customer service is not a top purchase driver.

Despite expectations, customer service ranks surprisingly low in influencing online purchase decisions.

Fast delivery is becoming non-negotiable.

Demand for same-day and next-day delivery is rapidly rising across surveyed markets.

Sustainability gets attention, but not conversions.

Eco-friendly content performs well online, but only 7% of shoppers actually prioritize it when buying.

TGM E-COMMERCE SHOPPING BEHAVIORS 2026

Choose how you want to access the insights

Get the complete market roadmap or zero in on the specific data you need.

Full Country Report

Understand how consumers browse, decide, and purchase across all 7 countries, with detailed country-specific breakdowns.

Covers ALL key e-commerce topics with comprehensive multi-country views
Includes shopper profiles and full journey insights
Ready-to-use data for strategy, marketing, and UX optimization

$420

Unbundled report

Purchase by section

Only need specific insights? Purchase individual sections based on your goals.

Standalone country-level insights
Focus on the exact topic you need
Faster, more cost-efficient insights for niche needs
Best for: specialists, startups, and quick tactical analysis

from $29

Choose a section

REPORT'S SECTIONS BREAKDOWN

What’s inside the TGM E-commerce Insights Report

Explore each section and focus on the insights that matter most to your business.

The Scroll: How Consumers Discover & Browse

Analyze how generational differences in shopping frequency and device usage shape channel and UX strategies.

The Cart: What Consumers Actually Buy

Track the top-performing product categories by gender, age and shopper type. Pinpoint exactly how often high-value segments are hitting the "Buy" button.
Best for: Inventory planners, Category managers.

The Decision: What Drives Purchase

Pinpoint the exact psychological triggers that convert, explore how price sensitivity varies by age and which specific incentives (speed, vouchers) resonate with users.
Best for: CRO specialists, Promotion strategists.

The Spend: How Consumers Pay

Map the local hierarchy of E-wallets, BNPL, and credit. Ensure your payment UX aligns with 2026’s hyper-local fintech preferences.
Best for: Fintech partners, Payment product owners.

E-Commerce User Portraits

Full demographic profiles and end-to-end journey maps. Understand the unique digital DNA of every generation in the marketplace.
Best for: Brand strategists & UX researchers.

TGM E-commerce Insights 2026 - What You Get from the Study banner

TGM 2026 E-COMMERCE INSIGHTS BY COUNTRY

Choose your market

Every full report in our 2026 series utilizes a standardized methodology to help you benchmark e-commerce performance across the world’s most influential economies.

WHY CHOOSE US

What Makes This Report Worth It

Go beyond surface-level trends. Every report is designed to be "strategy-ready" for your next board meeting.

Data You Can Trust

7,000+ real, verified consumers across 7 countries
Data reflects real age and gender distribution in each market.

Presentation-Ready Assets

Presentation-ready charts & visuals to drop directly into your decks or client presentations.
Executive summaries included.

Actionable Forecasts

Secure your ROI by understanding where the market is going.
Cross-country comparison to spot opportunities and decide where to scale next.

Frequently Asked Questions

Everything you need to know about our 2026 E-commerce Insights.

Are the survey questions the same for all countries?

Yes. We use a standardized questionnaire across all 7 markets. This is intentional, it allows you to compare data points directly across borders (e.g., comparing payment preferences in the UK vs. the US).

How recent is the data in these 2026 reports?

All reports in this series are based on fresh data collected on 3rd – 4th December 2025, ensuring you have the most current insights for your Q3 and Q4 strategic planning.

What are "unbundled report" and how do they differ from TGM's full reports?

Unbundled report (or report by section) is a specific, standalone chapters of our comprehensive E-commerce report. Instead of purchasing the entire 52+ page document, you can choose to buy only the section that aligns with your immediate goals, such as The Spend section (Payments) or The Scroll section (Browsing habits). You get the same depth of data, just more focused.

Every section report, no matter how small, is extracted from the same rigorous study of 7,077 verified participants. You will still receive the full methodology breakdown and demographic weighting details to ensure your decision-making is based on statistically sound evidence.

Why should I choose a specific section instead of the full country report?

It’s all about ROI and efficiency. If you are a Fintech company, you might only care about payment methods. If you are a UX designer, you only need browsing habits. Buying a module allows you to access premium, professional-grade data at a fraction of the cost of a full market study.

If I purchase one section now, can I upgrade to the full report later?

Absolutely. We encourage growth. If you find that you need the rest of the data, you can upgrade to the Full Country Report at any time. We will even deduct the price of your initial module from the total cost, so you never pay for the same data twice.

Can I create a custom bundle with sections from different countries?

Yes, you can. This is the core of our Global-Local intelligence. You can mix & match, for example, buy The Spend section for the France and The Decision section for Germany, to create a custom intelligence package tailored to your brand’s specific international footprint.

How is the data delivered for report by section?

Just like our full reports, unbundled sections are delivered in a high-quality, presentation-ready PDF format. They include all the relevant charts, tables, and executive summaries for that specific topic, making it easy to plug directly into your strategy decks.

What are the quality measures of TGM’s study?

The report follows strict quality standards to ensure reliable, accurate insights. It is based on a representative sample of 7,077 respondents across 7 countries. Data collection was conducted via Computer-Assisted Web Interviewing (CAWI) for consistency and standardization. All responses were verified, cleaned, and processed in-house by TGM Research using rigorous quality controls, including error checking, response validation, and consistency reviews. These measures ensure that every insight in the report is statistically sound and decision-ready for use in today’s fast-moving e-commerce trends.

What is the methodology of this study?

The TGM E-commerce Insights 2026 study is based on a large-scale quantitative survey conducted across multiple countries worldwide, designed to capture consumer shopping patterns, users frequency, and decision drivers in 2026. The study provides comparable, country-level data to support market assessment, localization, and strategic planning for e-commerce platforms, retailers and brands.

Survey Methodology: online interviews (CAWI – Computer-Assisted Web Interviewing)
Sample Size: 7,077 participants
Age Groups: 18–65+
Country Coverage: US, UK, Poland, Germany, Italy, France & Spain
Data Weighting: Results have been weighted to reflect national demographics for accurate market representation