While online shoppers may have become accustomed to free delivery, a new survey has revealed that they are prepared for this to change – with 65% of UK respondents ready for shipping costs to increase in 2023 as a result of inflation.
Sendcloud’s research has found the amount UK shoppers are willing to pay varies depending on the value of their order. Shoppers said they will pay up to £4.70 for a £15 order, £5.10 for a £50 order – up from £4.30 a year earlier – or £6.80 for a £150 order.
But it also stressed that six in 10 of 1,000 UK shoppers questioned for its research would abandon their shopping cart due to high shipping costs.
“Consumers have long been spoiled with free shipping, despite this being a roadblock for many online retailers. When a free shipping option exists, many consumers would quickly choose this over the paid for shipping option,” said Rob van den Heuvel, CEO and co-founder at Sendcloud.
“We now see a clear shift in consumer behaviour. Consumers are quite willing to contribute to shipping costs, although the price can be a dealbreaker. Giants like H&M are therefore increasingly charging shipping costs for small orders, and our expectation is that many online retailers will follow their example.”
Attitudes to free and sustainable shipping options
Some 70% of UK shoppers will add an extra product to their online order in order to get shipping for free, while 77% prefer free over fast delivery – contrasted with the 23% who prefer fast delivery over free.
But 40% believe unsustainable delivery should be more expensive, and 76% say shipping should cost less if shoppers are willing to wait longer.
The Ecommerce Delivery Compass report questioned 9,004 respondents from nine countries including the UK via Nielsen and will be published on 26 January.
