Cheaper delivery trumps speed for UK shoppers
Most UK shoppers prefer cheaper delivery over speed, according to research by Scurri. The data shows that 61% of consumers consider free delivery important, while 29% prioritize next-day delivery and 13% prioritize same-day delivery.
A significant majority, 67%, of shoppers indicated they’d tolerate extended delivery periods if it meant getting free or more affordable shipping. This trend coincides with retailers increasingly relying on artificial intelligence to streamline their logistics networks.
For retailers surveyed, the primary motivation for adopting AI was operational efficiency, with 32% highlighting it as a key factor. Meanwhile, 58% planned to deploy AI-driven automation specifically to optimize eCommerce delivery logistics and carrier management.
Many consumers remain doubtful about retailers’ AI initiatives, with 64% fearing the technology is primarily being used to cut expenses. Additionally, 31% believe AI would not enhance their delivery experience in any meaningful way.
When polled about their priorities during order wait times, 53% of shoppers valued real-time tracking updates, while 44% sought precise delivery estimates. Nearly half (47%) would still accept a delayed peak-season order if given advance notice.
The figures suggest that communication around delivery may matter more to shoppers than speed alone. They also indicate that retailers may face pressure to improve visibility and issue resolution rather than simply shorten fulfilment windows.
Rory O’Connor, CEO and founder of Scurri, stated, “Peak is going to provide a reality check for retail AI. Retailers understandably want AI to reduce costs and complexity, but shoppers don’t care about the technology. They want to know whether delivery is affordable, whether it arrives when promised and whether someone takes responsibility when things go wrong.”
O’Connor added, “The opportunity is to use AI to make the delivery promise more intelligent, by selecting the right carrier, identifying potential failures before they happen and giving retailers and customers better visibility.”
The retailer survey included 150 UK-based online-only and omnichannel businesses earning over £100 million annually, with more than 20% of sales online, at least three years in business, and more than 250 employees. Respondents were Middle Manager level or above. The consumer poll reached 1,028 UK participants.
