CommerceHub research: consumers expect fast online delivery but many not willing to pay for returns
Consumers expect products quicker than ever before, as same day or next-day shipping is now one of the biggest drivers of sales online. That’s according to CommerceHub which found 78% of shoppers prioritise delivery in fewer than two days when making a purchase online.
Its survey of 6,048 global consumers - with over 1,000 respondents in the UK - makes clear that those shopping online are highly focused on quick commerce. The data also reveals the paramount importance of price and reviews in purchasing decisions.
Although willing to spend more for speedy delivery, the majority of people are not willing to pay for returns.
61% of those surveyed felt it was ‘unfair’ if they were to be charged for returning an online purchase. Taking this one step further, nearly three-quarters of consumer stated they would only buy from sites that offer free returns.
With cost-of-living still a significant concern for many consumers, price is the ultimate decision driver, with 98% of shoppers considering it to be an essential factor in their purchasing choices.
In addition to quick delivery, interest in omnichannel options was also strong, with Click and Collect considered an important factor when buying online for more than half of the respondents (56%).
"Retailers lagging behind on speedy delivery need to re-prioritise,” says Philip Hall, CommerceHub’s Managing Director for Europe.
“The popularity of near instant shipping from Amazon has fundamentally shifted consumer expectations around convenience. Quick logistics is no longer a nice-to-have but a baseline necessity that shoppers expect.”
“The impact of the returns process is also under appreciated. With three-quarters of consumers now insisting on buying from sites that offer free returns, brands must carefully consider their approach.”
“Retailers need to find a balance between satisfying consumer demands and profitability. As we enter peak season, a period typically associated with increased promotions to drive sales and as such a higher number of returns, retailers should monitor the effectiveness of promotions and the impact on returns processing.”
“By synchronising inventory across platforms retailers can prevent overselling and enhance customer satisfaction. Consolidated inventory management and a powerful data transformation engine contribute to greater operational efficiency and significantly impact a brand or retailer's shipping speed.”
“The growing trend of omnichannel shopping is becoming notably more appealing for consumers. Failing to provide these services could put online sellers at a disadvantage among their competitors. To remain relevant and gain an edge, brands and retailers must fully embrace a fast, flexible and consumer centric approach.”
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