UK shoppers abandoned £38bn in ecommerce purchases in 2024, an 11% increase from 2023, despite online retail sales showing minimal year-on-year change, a new report has found.
High costs and limited delivery options were the primary reasons shoppers abandoned purchases, according to figures from Retail Economics and GFS. Almost half (47%) of British shoppers surveyed cited these as reasons for not completing a purchase.
This was particularly common among young shoppers. Nearly two-thirds of 18-to-27-year-olds said they abandon a purchase at least once a month because of unsatisfactory delivery and return options.
“Retailers cannot afford to overlook the impact of poor delivery experiences. Consumers now expect seamless, flexible and cost-effective delivery options as standard,” said Retail Economics chief executive Richard Lim.
This can be a difficult balancing act for retailers, with the report showing that variety is important, as well as clearly displaying options to consumers.
Price-sensitive shoppers who value low-cost delivery are more likely to purchase if the cheapest option is shown, while speedy delivery remains a priority for others.
Only 24% of retailers said they felt confident in their ability to manage multiple carrier partners.
The data came from a survey of 2,000 UK consumers in 2024, as well as a survey of 100 key decision makers at UK retail businesses turning over £3m or more a year.
Making final fees clear to consumers became a more pressing concern for retailers this week, as the Competition and Markets Authority announced plans for a crackdown.
Hidden fees and fake reviews cost consumers £2.2bn per year, according to the Department for Business and Trade.
Businesses and online platforms will be legally required to take steps to prevent and remove fake reviews published on their website.
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