Tariffs significantly impact American e-commerce shopping habits

In the United States, a new survey conducted by AlixPartners revealed a significant decline in e-commerce sales, marking the largest drop in over a decade. This survey, which collected responses from 1,100 adult consumers across various demographics between late May and early June 2025, highlighted how economic factors, particularly tariffs imposed by the Trump administration, have altered shopping behaviors across the nation. A notable 37% of respondents acknowledged that these tariffs influenced their online purchasing decisions. The report’s data indicates an established pattern where uncertainty regarding prices has led many consumers to delay or hasten purchases to avoid potential additional costs. Among the challenges brought by these tariffs, many consumers reported that they have adapted their shopping habits. Specifically, 34% of survey participants indicated they postponed purchases due to worries over fluctuating prices, while 28% opted to buy items sooner to circumvent the predicted increase in import costs. This behavioral shift also aligns with a growing trend among consumers toward preferring domestic products, with 66% of respondents stating they would prioritize local purchases if prices for imported goods rise. Furthermore, 20% expressed a preference for actively “buying American” in response to the tariff-related changes in the market. In terms of financial repercussions, retailers across various industries are feeling the sting of this decreased consumer confidence and purchasing volume. The data showed that online retail experienced its largest annual decline since AlixPartners began its survey series in 2012, particularly affecting sectors like office and home supplies, which saw a staggering 14% sales decrease. Sporting goods followed with a 12% drop, while cosmetics, home furnishings, and electronics all faced a 10% decline. Conversely, groceries remained stable with no change and auto parts experienced only a modest 2% dip in sales. Furthermore, as consumers shifted their purchasing habits, retailers grappled with rising operational costs, particularly concerning the demand for fast, free shipping. While free shipping remains a significant factor in consumer purchasing decisions—impacting the choices of 77% of respondents—shipping executives have reported increased delivery expenses across the board. This situation has led to more stringent measures among retailers, who are now enforcing higher minimum purchase requirements, implementing memberships, and tightening return policies in an effort to manage these challenges. Amid geopolitical unrest, rising oil prices, and economic uncertainty, consumer confidence and self-reported shopping volumes are witnessing a downturn, complicating the landscape for both consumers and businesses alike.