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June 2023 - Retail

Seven out of 10 UK consumers see high shipping costs as a barrier to repeat custom: A survey of UK consumers has revealed that 71% see high shipping costs as a barrier to repeat customers, while 85% said that a lack of desirable delivery options can cause them to abandon their shopping carts and not make the final purchase.

The ICSC survey polled 1,008 people aged 16 to 26 about their shopping habits and preferences.

It also found that six in 10 consumers will 'sometimes' abandon their cart if suitable delivery options are not provided, while around a quarter (26%) said they will 'quite often' or 'always' abandon their carts due to undesirable delivery options. Interestingly, in contrast, just over a quarter of UK merchants said that a lack of delivery options would 'never' cause a shopper to abandon their basket and leave without making a purchase.

Also revealed by the survey was that more than a quarter of consumers (78%) may not return to a brand if they experience a poor delivery experience, while over half the respondents polled said that delivery is a key driver of loyalty, ranking third behind affordable prices and product quality.

Looking at merchants, product quality was cited as the most important retention driver, while delivery quality ranked third, above affordability which came in fourth.

Half the consumers surveyed (51%) said they prefer to shop at online marketplaces compared to 29% of consumers who like to buy directly at a brand's retail website, and 18% who prefer to shop via a brand's mobile app.

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