UK shoppers prefer cheaper delivery over speed, survey finds

Scurri has published research suggesting most UK shoppers would accept slower delivery in exchange for lower costs, highlighting a gap between retailer investment in artificial intelligence and consumer delivery priorities.

The data indicates that price and certainty matter more to shoppers than the fastest fulfilment options during the peak shopping period. Free delivery was important to 61% of consumers, compared with 29% who prioritised next-day delivery and 13% who prioritised same-day delivery. Meanwhile, 67% said they would accept longer delivery times in return for free or cheaper delivery.

That preference comes as retailers increase their use of AI in delivery operations. Among retail businesses surveyed, 32% cited business efficiency as a main reason for adopting AI, while 58% said they were likely to use automated AI to manage eCommerce delivery strategy and carrier operations.

Consumers were sceptical about those efforts. Some 64% of shoppers said they worry retailers are using AI mainly to reduce costs, while 31% said they do not believe AI would improve their delivery experience at all.

Delivery priorities

When asked what matters most while waiting for an order, 53% of consumers cited real-time tracking and 44% an accurate delivery date. Almost half, or 47%, said they would accept a late peak-season order if they had been warned in advance.

The figures suggest communication around delivery may matter more to shoppers than speed alone. They also indicate that retailers may face pressure to improve visibility and issue resolution rather than simply shorten fulfilment windows.

Retailers also see a financial case for greater automation in delivery management. Those surveyed estimated that AI automation of carrier management could reduce delivery costs by an average of 10.6%.

Businesses pointed to more specific uses for the technology. Around 33% said AI could help predict and prevent failed deliveries, while 31% said it could be used to monitor delivery issues and carrier performance.

Human option

The consumer data showed a more nuanced view of AI in customer service. Six in 10 respondents said they would be likely to use an AI agent able to resolve a delivery problem, such as locating a parcel, rearranging delivery or organising a refund or replacement.

At the same time, shoppers set clear limits on automation. The research found that 88% believe they should always have the option to speak to a human, while 85% want to know when they are interacting with AI.

"Peak is going to provide a reality check for retail AI. Retailers understandably want AI to reduce costs and complexity, but shoppers don't care about the technology. They want to know whether delivery is affordable, whether it arrives when promised and whether someone takes responsibility when things go wrong," Rory O'Connor, Founder and Chief Executive Officer of Scurri, said.

He added: "The opportunity is to use AI to make the delivery promise more intelligent, by selecting the right carrier, identifying potential failures before they happen and giving retailers and customers better visibility."

The retail survey covered 150 UK pure-play and omnichannel retailers with revenues above £100 million, more than 20% of sales online, at least three years in business and more than 250 employees. Respondents were Middle Manager level or above.

The consumer survey covered 1,028 people in the UK. Scurri, an Irish delivery management software company, manages more than 200 million parcel deliveries a year for eCommerce merchants across the UK and Ireland.