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Oct 18, 2017
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Britons put off by delivery charges, says report

Published
Oct 18, 2017

Delivery costs are having a big influence on how much Britons shop online, with two thirds of shoppers saying they wouldn’t make a purchase if the fees are too high, according to new research.


Photo: DPD


Opinions of 1,000 British consumers were recorded in a survey carried out by delivery management company Whistl, revealing that the majority of shoppers think that a fair price to pay for delivery would be somewhere between £2 and £4 – regardless of how much the products being bought may cost.

Further, one in four Brits expects free delivery on every online purchase, with the majority expecting no charges for purchases costing more than £10. Residents in Liverpool, Bristol and Newcastle have the highest expectation when it comes to free delivery, believing it should be available with all items bought no matter how much or little is spent.

Low delivery costs seem to be the main aspect British consumers seek out when buying products online, in fact, most Brits are willing to wait an extra two or three days if delivery is free. 

Savvy shoppers are also saving on delivery fees by overbuying to meet minimum spends, and then returning items. A third of those surveyed admitted to doing so, with women being more likely to overbuy and return items than men.

Every year consumers in Great Britain overbuy by at least 10% to return items and avoid non-refundable delivery fees, according to Whistl. Additionally, many Brits would rather spend up to 10% more to meet a minimum spend requirement for free delivery than pay a set fee.

A real show of how far Brits are willing to go in order to avoid delivery charges is that 55% said they would rather buy internationally and experience longer waiting times, if it meant that they could avoid a hefty delivery fee.

Men, and people aged 25 to 34 are more open to the idea of buying internationally, but the younger generation are also more impatient and prioritise quick delivery. 45 to 54-year-olds are more willing to wait, with some saying they would wait an extra seven days for items if the delivery is free.

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