Transforming E-Commerce: The Rise of Online Shopping Habits

In 2022, online sales account for more than 20% of all purchases, underscoring how e-commerce is reshaping retail.

This steady shift is pushing businesses to elevate the customer experience and keep support in step, as the disruption is set to rival—and in some segments outpace—traditional retail. As one indicator, BigCommerce has onboarded over 4000 businesses this year as more brands lean into online shopping. More than half of consumers shop online weekly, a habit fueled by convenience and reliability. How is your store adapting to the rising expectations around speed, clarity, and trust?

What Shoppers Crave: Top Online Purchase Categories Unveiled

The top 3 ranked shopping categories are:

• Fashion/Apparel at 80%
• Electronics at 56%
• Entertainment/Media at 55%

Lower-ranked categories include:

• Automotive/Boating at 14%
• Investment trends (Crypto/NFTs) at 15%
• Luxury apparel at 19%
• Baby and toddler items at 19%

For e-commerce teams, these figures highlight where demand is strongest and where friction may still exist. Consider whether your product pages, search filters, and returns policies align with how shoppers evaluate items in these categories.

• Reflective question: Which of your product categories most closely match these trends?
• Action step: What small upgrades could remove uncertainty at checkout?

Navigating Checkout: The Power of Payment Preferences

About 16% of today’s buyers use “Buy Now, Pay Later” (BNPL), and this option is helping lift conversion rates by streamlining checkout and easing budgeting. Alongside digital wallets like Apple Pay and Google Pay, BNPL continues to gain ground, with the USA, UK, and Australia among the biggest user bases.

Quick facts

• 16% of buyers use BNPL, helping improve conversion rates.
• Popular in the USA, UK, and Australia.
• 49% of BNPL users report better budget fit than layaway or higher-interest credit.

Customers value convenience, low-cost borrowing, and transparent terms, which can turn good customer service into a genuinely great experience.

Hypothetical example: A small online boutique adds BNPL for mid-priced apparel bundles. Shoppers split payments without fees, converting hesitant visitors. Satisfaction rises as buyers get flexible budgeting without sacrificing delivery timelines.

Action steps

• Offer at least two trusted alternative payment methods, including a BNPL option and a leading digital wallet.
• Show total cost, installment schedule, and any fees upfront for transparency.
• Place payment badges near price and in cart to reduce last-minute friction.

Reflective question: How do your payment options cater to the needs of your customers, and what adjustments can you make to enhance their purchasing experience?

Sustainability Signals: How Greener Choices Influence Carts

84% report that sustainability factors into their purchasing decisions. With Fashion/Apparel leading overall demand, sustainably made threads and shoes can sway conversions. Online shoppers also check whether electronics are recyclable, and clear sustainability messaging can enhance the shopping experience.

Many consumers hesitate to pay significantly more for a sustainable product versus a commodity, which puts pricing strategy under pressure. However, convenience can be traded for greener choices—shipping and logistics are areas where a slower, lower-impact option may offset cost concerns for certain products.

Action steps

• Highlight materials, certifications, and recyclability details on product pages.
• Offer a low-impact shipping option and explain the environmental benefit at checkout.
• Bundle items to reduce packaging and emphasize this in cart copy.

Reflective question: Where can your store make sustainability more visible—on PDPs, in packaging notes, or during checkout—so value is clear without overinflating price?

Into the Metaverse: Curiosity Meets a Learning Curve

26% of consumers report a strong understanding of AI bots, AR interfaces, and social media integrations with AI systems, while another 25% say they have a good understanding of the technologies tied to the Metaverse.

Overall, 46% are willing to engage and purchase in the Metaverse, and of these, 51% express interest in buying both virtual and physical goods. This indicates curiosity balanced by a learning curve as shoppers explore immersive experiences.

Ideas to test

• Use AR try-ons or 3D models to answer size, fit, or scale questions before purchase.
• Pilot virtual product drops that link to real-world items to gauge engagement.
• Gather feedback on comfort levels with avatars, wallets, and virtual goods.

Reflective question: How excited are your customers about shopping in the Metaverse—do they see virtual goods as valuable, fun, or only a novelty?

Personalization with Purpose: Balancing Trust and Value

72% of consumers are willing to exchange personal data for a more personalized experience—making this a practical CX lever for e-commerce growth.

Personalization drives brand loyalty, sharpens re-marketing, and can lower ad costs while boosting on-site conversion. Gen Z and Millennials are generally more open to data sharing, while Baby Boomers and Gen X are more skeptical. Shoppers commonly provide gender, email, and name, while birth date is considered more private.

Build trust and deliver value

• Explain how data improves the experience (fit, recommendations, faster checkout).
• Let users choose data-sharing levels and update preferences anytime.
• Reward sign-ups with relevant benefits like early access or tailored bundles.

Reflective question: Are your customers aware of how their shared data improves their shopping journey, and do you clearly communicate the value exchange?

From Insight to Action: What It Means for Your Store

E-commerce continues to expand as online sales claim a larger share of total purchases, supported by payment flexibility, stronger personalization, and clearer sustainability signals.

Key trends shaping journeys

• Strong demand in Fashion/Apparel
• Growing BNPL usage
• Interest in immersive experiences
• Openness to data-sharing

By simplifying checkout options, clarifying eco-friendly practices, experimenting with AR, and communicating the benefits of personalization, retailers can create a smoother path to purchase while building long-term loyalty.

• Reflective question: Looking ahead, how can your business continue to innovate and adapt in response to the evolving online shopping landscape?

If you’d like to discuss how these consumer behavior shifts apply to your store, email us at wish@thegenielab.com.