Convenience is still the main reason people shop online according, to a new survey by Trimble.

More than a third (36%) of shoppers cited convenience as the key benefit of e-commerce, but crowded high streets and shopping centres (20%) and busy lifestyles (15%) are also driving UK shoppers to abandon the high street.

Just over a fifth of shoppers said they would do most of their shopping online if they could and consumers also indicated that the average delivery charge of £2.99 was worth paying if it meant paying less for a product and avoiding petrol costs.

The report suggests that UK shoppers are currently spending £3.5bn per year on delivery charges, or £136 per household, however this seems quite high considering the number of retailers that offer free delivery.

And even though a quarter of respondents said that delivery costs are too high, 40% of shoppers are willing to pay for next day delivery and 22% would pay for delivery within a two-hour slot. 

Furthermore nearly three quarters of respondents agree that fast delivery is a key factor when shopping online.

A recent consumer survey by comScore found that while nine out of ten (86%) of respondents said they were satisfied with online shopping overall, some of the lowest satisfaction scores were for the delivery and returns process.

When asked what aspect of online shopping retailers wanted to improve 58% chose free or discounted shipping. This was followed by ease of returns/exchanges (42%), and variety of brands/products and online tracking ability (both 38%).

But not all retailers get it wrong – Kiddicare’s delivery service is a great example of how online retailers can keep customer satisfied with upfront delivery information and a range of options.

Not surprisingly then, the Trimble survey found that UK consumers biggest gripes with online shopping are missing a delivery and the parcel being returned to the depot or post office (30%), long delivery time (20%) and high delivery costs (29%), overall contributing to nearly half of all adults feeling unsatisfied with the last delivery to their home.

David Moth

Published 2 August, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (5)


Rich Norton

Really interesting research. I can see exactly why so many people are dissatisfied with delivery options - I bought a small item online recently which qualified for free next day delivery, only to be told after purchasing that I wouldn't know the time of delivery until the morning of the delivery date, meaning I had to cancel all plans and take a day off work. Ridiculous!

about 6 years ago


Futuro Enquire

Awesome research about online shopper mind. So many guys disappointed about delivery option. Now a days online shoppers r very fast grow & expected also. So most of shopping site retailers Improve for shipping & delivery Status.

about 6 years ago

James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Hi David,

Thanks for this. In future, it would really help if all references to research included a summary of methodology (how it was done, what markets, geographical areas + number of participants etc). Helps give context.

Unfortunately numbers mean nothing without context. 40% willing to pay for next day might seem "positive" but we'd need to know what type of products this relates to and how many people have actually said this.

I took a look at Trimble website but the link points to their homepage and I can't see a reference for this research?


about 6 years ago

David Moth

David Moth, Managing Editor at Barclaycard

@James, apologies for missing the methodology. It was an online survey of 1,000 UK adults.

about 6 years ago

Sarah Theodorou

Sarah Theodorou, Trainer Assessor at Aspire Advance Achieve

Whilst our delivery services are not the cheapest, they have proven to be the most reliable options for our business. Tools and cable management can be quite bulky so we cannot put everything through Royal Mail!

Using the more expensive but reputable courier means that we deliver every time, but we have to pass the cost of this onto the customer, and this can prove to be off-putting at the checkout (especially if free delivery is offered on any purchase elsewhere) - however, we know that the parcel will get there!

The £2.99 mentioned would be considered incredibly cheap in tools and hardware deliveries.

about 6 years ago

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