eCommerce has entered a new era, one defined not just by speed, but by growing complexity and rapidly changing customer expectations.
For years, retailers competed on price and delivery speed. Today, customers expect clarity, flexibility and control at every stage of the delivery journey.
Our latest eCommerce research, based on a survey of 1,000 UK online shoppers across all major generations and buying behaviours, reveals a market in transition.
The brands that come out on top don’t just deliver fast, they make the experience feel simple and give customers real confidence at every step.
From Price and Speed to Trust and Transparency
Perhaps the most striking finding from the research is a shift in what truly drives purchasing decisions.
A clear and flexible returns policy is now the most important delivery factor for 57% of shoppers, ranking higher than both delivery cost (55%) and speed (51%).
This points to a fundamental change in buyer behaviour. Customers are no longer asking, “How fast can this arrive?” Instead, they’re asking:
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What happens if something goes wrong?
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How easy is it to return?
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Can I trust this brand to deliver a smooth experience?
Transparency across delivery, parcel returns and communication is now directly tied to conversion.
For eCommerce businesses, this makes logistics a front-line driver of trust, customer experience and revenue.
Convenience Is the New Competitive Advantage
Alongside trust, convenience has emerged as the defining battleground in eCommerce.
Consumers expect a frictionless journey, from the moment they land on a product page through to delivery, and even the returns process if needed.
Key expectations include:
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Accurate delivery tracking, valued by 51% of shoppers
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Flexible delivery options to suit different lifestyles
- Easy, low-effort returns
On the other hand, familiar frustrations persist. High delivery fees, missed deliveries and poor communication remain among the biggest issues affecting customer satisfaction.
This gap between expectation and reality creates a clear opportunity for retailers. By improving communication, offering more delivery choice, and simplifying returns, brands can set themselves apart in an increasingly competitive market.
Returns: From Operational Headache to Strategic Lever
Returns have long been seen as a cost centre. But, they’ve become something far more powerful: a true differentiator.
The research shows that:
While most shoppers don’t find returns difficult, only a small proportion describe the experience as “very easy”. This points to a wide middle ground, where the experience is acceptable, but not good enough to delight customers or build loyalty.
That creates a clear opportunity for brands willing to invest in improving the returns experience. By offering faster refunds, removing the need for printed labels, and providing more convenient drop-off options, retailers can turn a traditionally negative touchpoint into a competitive advantage.
In an environment where trust is critical, an easy returns experience can be the difference between a one-off purchase and a loyal, returning customer.
Delivery Innovation: One Size No Longer Fits All
While home delivery remains dominant, customer expectations are evolving quickly.
More than ever, shoppers want choice and control over how, when and where their orders arrive.
Younger consumers are driving the shift towards alternative delivery options:
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Parcel lockers are used regularly by Gen Z (34%) and Millennials (35%)
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Demand for next-day, same-day and time-slot delivery is rising across all shopper segments
For frequent shoppers, priorities have also shifted. Speed and visibility now matter more than cost, highlighting the growing importance of premium delivery experiences for high-value customers.
A single, standard delivery option is no longer enough. Retailers need to offer a range of delivery choices that reflect different behaviours, preferences and contexts.
Sustainability Moves into the Mainstream
Sustainability is becoming part of everyday purchasing decisions. The research highlights a growing focus on:
Importantly, sustainability-conscious shoppers aren’t just values-driven, they’re also highly engaged, purchasing more frequently than other groups.
For retailers, this creates a clear opportunity. Those that align sustainability efforts with the overall customer experience, whether by reducing packaging waste or offering greener delivery options, can strengthen both brand equity and commercial performance.
AI, Social Commerce and the Changing Path to Purchase
Beyond logistics, the way customers discover and buy products is evolving just as quickly.
AI is emerging as a powerful influence, with around 1 in 3 Gen Z and Millennials having purchased a product based on an AI recommendation.
Social media continues to shape buying behaviour, particularly among younger audiences, who are influenced by ads, content creators and peer recommendations.
Meanwhile, the boundary between online and offline retail is starting to disappear. Pop-up stores, AR and VR experiences, and other immersive formats are bringing physical interaction back into the digital journey.
Taken together, these trends point to a more fragmented and personalised path to purchase, where customers move fluidly between channels, platforms and experiences.
A More Complex, Segmented Customer Landscape
One of the key takeaways from the research is the growing divide between different shopper groups.
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Gen Z and Millennials are mobile-first, convenience-driven, and more open to new technologies and delivery options
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Gen X and Baby Boomers tend to prioritise cost, familiarity and more traditional ways of shopping
This divide makes eCommerce strategy more complex. A one-size-fits-all approach no longer works. Instead, retailers need to understand and respond to the specific expectations of different segments, tailoring everything from delivery options to communication channels to suit each audience.
What This Means for eCommerce Businesses
So, what should retailers prioritise in response to these changes? The research points to five clear strategic priorities:
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Prioritise transparency: Make returns policies, delivery timelines and costs clear and visible at every stage of the journey.
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Invest in delivery flexibility: Offer a range of delivery options, including lockers, time slots and express services, to meet different customer needs.
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Modernise returns: Focus on speed, simplicity and convenience to turn returns into a more positive experience.
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Embrace emerging channels: Explore how AI, social commerce and immersive retail can enhance product discovery and engagement.
- Focus on high-value customer segments: Frequent shoppers place greater value on speed, visibility and convenience, making them a key audience for premium services.
Conclusion
eCommerce is no longer just about efficiency, it’s about delivering a seamless, trustworthy experience across an increasingly complex landscape.
The brands that succeed will be those that:
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Simplify decision-making for customers
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Deliver consistent, reliable service
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Provide flexibility without friction
In short, they’ll move beyond simply shipping products to delivering something far more valuable: clarity, confidence and convenience at every step of the journey.
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