UK Shoppers’ Preference for At-Home Delivery Is 10% Stronger Than Average

In this age of convenience, options such as at-home delivery that enable consumers to save time and costs by easily comparing prices between brands continue to gain traction across markets.

In the U.K. it’s an even bigger deal as preference for shipping eCommerce purchases directly home is high among local shoppers and has been growing stronger with time.

In fact, according to data from the U.K. edition of the “Global Digital Shopping Playbook,” British eCommerce shoppers’ preference for getting purchases delivered directly to their homes was higher than the 71% average across all six countries surveyed, marking a 10% increase year-over-year.

Get the report: 2022 Global Digital Shopping Playbook: U.K. Edition

The report, a PYMNTS and Cybersource collaboration, also revealed that nearly 80% of shoppers chose this option in 2021 when making purchases online, an indication of how unpopular in-store pickups — a method local shoppers have termed “click and collect” — are across the country.

Read also: 3 in 4 Brits Don’t Use Smartphones to Check Prices, Inventory In-Store

In fact, the study revealed that U.K. consumers were 24% less likely than the average consumer in all six countries to go in-store to pick up their eCommerce purchases.

But despite the significant growth opportunity this offers merchants who are attentive to consumer needs and preferences, the study showed that U.K. retailers are not making enough effort to cash in on the opportunity, with only 54% offering a mobile app for delivery or pickup, 7% below the sample average.

In a recent interview discussing the report, Denise Burkett-Stus, head of Cybersource Europe, had some advice for British retailers on the matter: Take a cue from Amazon and how it has mastered the art of last-mile delivery.

Read more: UK Shoppers Seek Frictionless, Integrated Digital In-Store Experiences

“Amazon will tell me exactly when I can have [a product] delivered and there’s no friction in my payment experience. My card details are stored there, and it just goes through. It’s perfect,” Burkett-Stus said.

See also: U.K. Consumers Encounter 11% More Shopping Friction Than the Average Consumer

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