Online retailers must up delivery games amid coronavirus outbreak

25% of shoppers have been let down by an online order during the Covid-19 pandemic, according to research by Brightpearl.

The company surveyed 2,000 people and also found that 34% say unreliable delivery has lessened their trust in e-commerce since the start of the outbreak. 38% state that online deliveries are taking longer to arrive since social distancing restrictions were introduced in March.

Online delivery is failing consumers since Covid.

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— Brightpearl (@BrightpearlHQ) November 12, 2020

Pre-Covid a third of shoppers were regularly purchasing online. This has risen to 48% since the crisis started. Some 43% are now buying things online more than normal, with 65% expected to increase purchasing in this way during 2021.

Despite this, 63% feel they will need to be ‘very careful’ with their money over the next year and 40% have already cut down on ‘frivolous’ spending. One of the main shifts in spending habits since Covid-19 has been the switch to more local retailers and a move away from chains.

63% will shop more locally over the next year and 60% will buy from independent retailers. Amazon still dominates online, with 55% of consumers planning to use it more in 2021, but 30% do feel ‘guilty’ about abandoning physical stores for the ease of the US e-commerce giant.

Brightpearl CEO Derek O’Carroll comments: “Concern over delivery reliability has created a crisis of confidence in some consumers. Brands could still suffer or miss out on this digital opportunity if they don’t improve service, especially after the buy button.”

“With Brits stuck at home until December, e-commerce brands are going to have to up their game and make online deliveries faster, more reliable and flexible, or there may be some very disappointed consumers. The bulk of Christmas shopping is projected to be online this year because of the second lockdown, and trust has never been more important.”

He concludes: “Shoppers want more choice in their delivery options, whether that’s same-next day delivery, or Click and Collect. Our survey highlighted some surprising findings.”

“As brands, we obsess about how the website looks and feels, but it’s really only important to a small group of shoppers, with the majority prioritising service reliability and speed of delivery.”