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Nearly half of customers abandon purchases because of poor delivery options


Nearly half (45%) of shoppers have changed their mind on a purchase because they aren’t happy with the delivery options available, according to the latest research from Whistl.
In 2020 84% of the UK population shopped online receiving over 2.8bn parcels, an average of 17 per person per year. Of these, 65% chose to shop online due to the convenience of home delivery.

Tracking was important for more than 80% of consumers as they looked to understand where their parcels were in the journey to them. Consumers wanted a range of options which included the ability to track the delivery and proof of delivery (both 87%), the option to reschedule delivery (86%) and proof of dispatch (85%).

Melanie Darvall, director of marketing and communications at Whistl, said the survey showed the power of tracking for boosting conversion. “Our analysis shows that parcel tracking has considerable benefits for online retailers in converting sales. It provides transparency and reassurance for customers leading to reduced customer enquiries.”

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