A key insight in the new quarterly report is how consumers’ decision-making processes are changing due to new technology. Artificial intelligence is increasingly used early in the purchase journey for research and planning, but the report emphasizes that human guidance makes the final decision. Half of consumers state that traditional customer reviews are the single most important support when choosing the right product.
Security over speed
Payment security is emerging as an increasingly important issue for e-commerce customers. According to the report, 37 percent of consumers have abandoned an online purchase due to problems or uncertainty related to payment. To complete transactions, 61 percent of customers state that verification requirements, such as BankID or Freja eID, are the most important factor for a secure checkout.
What we are seeing is that security has become a valuable commodity. E-commerce used to be about making the checkout as fast as possible. Today, we are seeing a shift where consumers have become more critical of sources, says Ylva Staszewski, Head of the Package Business Area at Postnord Sverige.
She adds that trading companies that choose to skip these identification steps may struggle to maintain customer trust.
E-commerce companies that do not offer this secure friction will lose customers, says Ylva Staszewski.
Established players step in
While the previously presented measurements for August highlighted how consumer-to-consumer sales drive the second-hand market, the Q2 report shows that traditional e-commerce companies are now seriously positioning themselves within the segment. Players such as Ikea, Kappahl, Adoore and Gina Tricot have begun offering used goods either through their own platforms or in collaboration with established marketplaces.
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The development indicates that second hand is becoming an integrated part of the ordinary e-commerce business rather than just a niche.
Changing preferences regarding returns
Expectations regarding logistics and the handling of canceled purchases also continue to evolve. When it comes to returns, parcel boxes are taking up an increasingly large space. The proportion of consumers who prefer to return goods via parcel boxes has increased from 6 percent in 2021 to 16 percent in the second quarter of 2026. At the same time, increased flexibility and a more integrated trade are being demanded, with 53 percent of consumers believing that it should be easier to return an item purchased online directly in a physical store.