What Peak Season Revealed About eCommerce Growth and Customer Behavior in 2026
Peak season data reveals continued eCommerce expansion and a growing emphasis on post-purchase sophistication over pure volume. Here is what the numbers tell us about where retail is heading.
Online Orders Were Up
Order tracking activity increased year-over-year, with 53.5 million trackings generated in 2025 versus 51.8 million in 2024 -- a 3.26% growth reflecting continued eCommerce expansion driven by convenience and mobile adoption.
Post-Purchase Communication Took Center Stage
Retailers sent 161.7 million messages during December 1-26, 2025, compared to 152.1 million in the same 2024 period -- a 6.34% increase demonstrating growing recognition that post-purchase communication impacts customer experience, reduces support inquiries, and strengthens lifetime value.
Engagement Increased, But Shoppers Became More Selective
Customer email opens rose 9.32% to 110.5 million globally. However, click-through rates dipped slightly from 14.6% to 14.47%, suggesting customers prioritize relevance over volume and engage primarily with timely, personalized content.
Tracking Pages Became More Efficient
Order tracking page visits declined 6.58% while unique visitors increased 9.43% (from 23.1M to 25.3M). This indicates improved communication efficiency -- customers receive proactive updates rather than repeatedly checking pages.
Retailers Used Post-Purchase More Strategically
Campaign creation increased 8.18% during peak season. Brands deployed targeted campaigns addressing delays, promotions, customs documentation, and product launches -- shifting from purely operational messaging toward experience-focused retention strategies.
Growth in 2025 emphasized sophistication over pure volume. Retailers scaling communication without overwhelming customers, delivering efficient tracking experiences, and leveraging post-purchase engagement as a retention mechanism emerged as industry leaders.
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