How Will We Shop in 2026? Consumers Expect Value “Here and Now”
Consumer purchasing behavior is evolving faster than ever before. As we highlight in ZEN.COM’s expert commentary published by Business Insider Polska, price alone is no longer the decisive factor. Instead, consumers increasingly expect real, immediate value delivered at every stage of the shopping journey.
The end of the “patient consumer”
Just a few years ago, customers were willing to tolerate long checkout processes, unclear payment conditions, delayed refunds or costs revealed only at the final step. Today, this model no longer works.
In 2026, consumers do not wait for value – they expect it here and now. Transparency, speed, local payment methods and post-purchase security are no longer nice-to-haves, but fundamental expectations.
Immediate value instead of future promises
A clear shift can be observed away from benefits based solely on future promises. Consumers increasingly favor solutions that deliver tangible value at the moment of purchase.
This is where models such as instant cashback gain importance. Immediate cashback – returned right after a transaction – provides a visible benefit without delays, complex rules or postponed rewards, aligning perfectly with modern consumer expectations.
Payments as part of the experience, not just infrastructure
Another key change is the evolving role of payments. They are no longer perceived as a purely technical checkout step, but as a core element of the customer experience.
At the payment stage, customers:
- assess brand credibility,
- make their final purchase decision,
- decide whether they will return.
Features such as instant payments and immediate cashback strengthen trust, transparency and a sense of control – directly impacting conversion and long-term loyalty.
What does this mean for e-commerce and fintech?
For merchants and financial service providers, this shift requires a new approach. In 2026, competitive advantage will belong to those who:
- offer fully transparent pricing with no hidden costs,
- enable fast, local and intuitive payment methods,
- provide immediate benefits such as instant cashback,
- treat payments as a value driver, not merely backend infrastructure.
At ZEN.COM, we believe that payments are part of the product experience – not just a technical layer behind it. The shopping journey does not end at checkout; value should be visible immediately and continue beyond the transaction itself.
That is why the future of e-commerce and financial services will be shaped by simplicity, transparency and solutions that deliver real value here and now – exactly when consumers expect it.
Juliia Starostiuk, Head of Cashback & Partnerships in ZEN.COM
