50% of Brits rank Free Shipping as “most important” buying consideration

By Dan Wilson November 2, 2016 - 10:28 pm

MetaPack have launched their 2016 State of eCommerce Delivery Consumer Research Report today and it makes for some interesting reading.

With an eye on the UK (although the report has a broader international focus) they found:

– 50% of UK respondents ranked free delivery as the most important consideration for the majority of their purchases, amongst the highest of the countries surveyed.
– In the UK 72% will purchase more products or items to take advantage of minimum spend ‘free delivery’ option.
– UK shoppers were amongst the most likely (68%) to shop with a retailer again following a positive delivery experience.
– 39% of UK shoppers, higher than any other country, reported a negative delivery experience with a brand or manufacturer’s website because it was too expensive.

Kees de Vos of MetaPack says: “This year’s research results underline the increasingly vital role of delivery as part of an eCommerce strategy. With consumers’ appetite for perfection continuing to rise, they now view delivery as a core component of an online merchant’s shopping proposition – for them, delivery is a lasting ‘moment of truth’ that ultimately characterises their end-to-end online shopping experience and underpins their purchasing decisions and loyalty.”

You can download the full report here.

  • Would you like free shipping? Yes
    Would you like free shipping? Yes
    Would you like free shipping? Yes
    Most people have ten fingers and ten toes – what’s new?

    Excuse my bout of cynicism, I’m sure there’s more in the report but this headline offers nothing new and is too simplistic.

    • james
      1 year ago

      would you like free shipping, if the total price is higher than if you paid postage seperately? No.

      ask the wrong questions, get the wrong answers.

      “50% of UK respondents ranked free delivery as the most important consideration for the majority of their purchases” is just stupid.

      if i found these same people, and asked the question correctly, i’m absolutely certain that 100% would not find free delivery the most important consideration.

      for example:
      item = £50, postage = £10, total price = £60
      item = £90, postage = £0, total price = £90

      according to this survey, 50% would purchase the expensive option, because they believe free postage is the most important factor? Bollocks.

  • Thank you James – exactly!

    1 year ago

    Royal mail , DHL, UPS , MY HERMES, etc etc
    need to read this lol
    what do we want!
    0r FREE POSTAGE even

  • JD
    1 year ago

    And do retailers who offer ‘free shipping’ on everything get a higher rate of returns than those who make a charge?
    My money is on yes.

  • JD,
    I would say yes, we do get more returns for free shipping. although EU law says we must refund shipping charges as well on processing refunds for returns. However, we opt for free shipping listings to get the ranking boost.
    What do you think?

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