Consumers expect products quicker than ever before, as same day or next-day shipping is now one of the biggest drivers of sales online. These findings come from new research by CommerceHub, which found 78 per cent of consumers prioritise delivery in fewer than two days when making a purchase online.
The survey analysing the behaviour of over 6,000 consumers globally by CommerceHub – with over 1,000 respondents in the UK – makes clear that those shopping online are highly focused on rapid delivery. The data also reveals the paramount importance of price and reviews in purchasing decisions.
Although willing to spend more for speedy delivery, the majority of consumers are not willing to pay for returns. 61 per cent of those surveyed felt it was ‘unfair’ if they were to be charged for returning an online purchase. Taking this one step further, nearly three-quarters of consumers (72 per cent) stated they would only buy from sites that offer free returns.
With cost-of-living still a significant concern for many consumers, price is the ultimate decision-driver, with 98 per cent of shoppers considering it to be an essential factor in their purchasing choices.
In addition to quick delivery, interest in omnichannel options was also strong, with click and collect considered an important factor when buying online for more than half of the respondents (56 per cent).
“Retailers lagging behind on speedy delivery need to re-prioritise.” advised Philip Hall, CommerceHub’s managing director for Europe. “The popularity of near-instant shipping from Amazon has fundamentally shifted consumer expectations around convenience. Quick logistics is no longer a nice-to-have but a baseline necessity that shoppers expect.
“The impact of the returns process is also underappreciated in e-commerce. With three-quarters of consumers now insisting on buying from sites that offer free returns, brands must consider their approach. Returns hit profitability, so it will be interesting to see how brands and retailers can balance these challenges and whether charging for returns en masse, could re-train consumers to be more selective in their purchasing and discourage over ordering online.
“By synchronising inventory across platforms retailers can prevent overselling and enhance customer satisfaction. Consolidated inventory management and a powerful data transformation engine contribute to greater operational efficiency and significantly impact a brand or retailer’s shipping speed.
“The growing trend of omnichannel shopping is becoming notably more appealing for consumers. The survey shows that half of UK consumers have used click and collect when shopping online in the past year. For those that can offer it, the key is making it work across all channels: store, own website, third party. Leveraging a point of presence through stores is a way to counter pure play online retailers.”
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