Ryder 2025 E-Commerce Consumer Study Reveals Shoppers’ Shift Toward Cost Savings, Flexibility, and Omnichannel Shopping
Ryder System,has released its 11th annual benchmark report on U.S. shopping behavior, “Ryder E-commerce Consumer Study: How U.S. Consumers Are Shopping in 2025.” The 2025 edition offers a comprehensive look at how consumer expectations are evolving in an economy marked by inflation pressures, shifting household budgets, and increasingly complex fulfillment dynamics.
For brands and retailers, the study provides a roadmap for navigating economic uncertainty, improving customer loyalty, and building smarter omnichannel supply chain strategies. With a special focus on holiday shopping patterns, the research highlights what consumers value most: cost savings, flexible fulfillment options, and seamless integration across digital and in-store channels.
A Study Built on Multiple Consumer Perspectives
The 2025 Ryder E-commerce Study is unique in its methodology. Instead of relying on a single annual survey, Ryder conducted three separate consumer studies throughout the year to capture both retrospective insights and forward-looking expectations:
- January 2025: Reflections on holiday shopping during the 2024 season.
- March 2025: Annual consumer experience survey, focusing on year-round shopping habits.
- May 2025: Outlook for the 2025 holiday season.
By combining these perspectives, Ryder’s analysts gained a clearer view of not only what consumers did, but also what they plan to do and what matters most in an evolving retail environment.
“It’s a challenging year for brands trying to forecast demand,” said Jeff Wolpov, SVP of Ryder E-commerce. “Still, one of the best ways to prepare for upcoming seasons is to reflect on insights gained from the previous ones. Our study identifies patterns and trends in purchasing, packaging, shipping, and returns to help guide strategy.
Key Findings from the 2025 Ryder E-Commerce Study
1. Savings Drive Holiday Purchases
Cost is the single most important motivator for U.S. shoppers.
- 94% of respondents cited at least one savings-related factor—such as free shipping, sales, or returns—as influencing their 2025 holiday purchase decisions.
- Free shipping topped the list, with 76% of shoppers naming it a deciding factor.
- 64% prioritized seasonal discounts or sales, while 31% valued free returns.
Interestingly, shoppers are still willing to change how they shop to save. About 33% shopped in physical stores in 2024 specifically to avoid shipping fees, and 44% of consumers plan to reduce overall holiday spending in 2025.
This paints a picture of a consumer base that is value-driven above all else, even if it means altering purchase channels or lowering total spending.
2. Free Shipping Is Now a Year-Round Expectation
What began as a holiday perk has now become a standard requirement.
- Free shipping is the top factor in year-round purchase decisions for 76% of U.S. consumers, an increase of 5% from 2024 and 12% from 2023.
- In contrast, fast shipping (two days or less) has declined to just 15%—down 5% compared to both 2024 and 2023.
The data also underscores how buy online, pick up in-store (BOPIS) is tied directly to cost sensitivity: 71% of shoppers who picked up online orders in-store did so to avoid paying for shipping, up 8% year-over-year.
For retailers, this means free shipping is no longer a “nice to have”—it’s an expected baseline.
3. Comparison Shopping Accelerates in an Inflationary Economy
Inflation continues to shape consumer strategies.
- 48% of respondents reported engaging in more comparison shopping in 2025, surpassing the 43% who reported simply buying less.
- This marks a reversal from 2024, when consumers were more likely to limit purchases than to actively compare prices.
- During the 2024 holiday season, a remarkable 75% of consumers engaged in comparison shopping before finalizing purchases.
This suggests that shoppers are becoming more strategic and intentional, investing more time in research to maximize value. For brands, it means pricing transparency and competitive positioning are now more critical than ever.
4. Flexibility Beats Speed in Fulfillment Preferences
Speed may have once dominated online shopping expectations, but today’s consumer increasingly prioritizes flexibility and convenience.
- Scheduled delivery—the option to choose a specific date—has nearly doubled in importance since 2023, rising 15%.
- Meanwhile, fast shipping dropped 15% in priority during the same period.
That said, speed still matters under certain conditions. During the 2024 holiday season, 29% of shoppers used in-store pickup because it was faster than standard delivery. Similarly, returns remain a crucial part of the equation: 54% of consumers prefer in-store returns year-round, a consistent trend highlighted in Ryder’s 2024 study.
The data indicates that shoppers want control—whether that means reducing shipping costs, deciding when an item arrives, or choosing how to return it.
5. Omnichannel Experiences Are Essential
The divide between digital and in-store shopping is not a matter of replacement but of integration. Consumers want both—and they expect retailers to provide seamless, connected experiences across channels.
- In 2024, 45% of consumers reported shopping more online compared to the prior year, but 25% reported shopping less.
- Looking ahead to 2025, shoppers plan to diversify their holiday spending across multiple channels:
- 74% in physical stores
- 73% on e-commerce marketplaces (e.g., Amazon, Walmart.com)
- 70% on store or brand websites
- 50% via store or brand mobile apps
- 23% on social media marketplaces
The implication is clear: retailers cannot afford to silo their sales strategies.
“In today’s economic climate, robust omnichannel integration is indispensable,” Wolpov emphasized. “This year’s findings reinforce the value of cost-conscious, seamless shopping experiences.”
What the 2025 Findings Mean for Retailers and Brands
Taken together, the Ryder 2025 E-commerce Consumer Study reveals a profound shift in U.S. consumer priorities:
- Affordability over speed: Free shipping and discounts are stronger drivers than two-day delivery.
- Strategic shopping behaviors: Consumers are engaging in more research and comparison, reflecting both inflationary pressures and smarter shopping habits.
- Flexibility as a differentiator: Scheduled delivery, store pickup, and in-store returns help retailers win loyalty by giving shoppers control.
- Omnichannel necessity: Retailers need to unify physical, digital, and social shopping experiences to capture a fragmented but still highly active consumer base.
For retailers, this means success in 2025 will not be about offering the fastest shipping or the flashiest mobile app. Instead, it will be about removing friction, lowering costs, and integrating channels in ways that make shopping both practical and enjoyable.
