GFS & IMRG Webinar: What Do Shoppers Want from Online Delivery in 2020?

Key Findings at a Glance

• Delivery cost still #1 for abandonment: 70% have abandoned a basket when the delivery charge made the total too expensive.
• Convenience is close behind: 45% abandoned because delivery options weren’t convenient (not just about “fast” or “free”).
• Fast vs Free losing power: The incentive effect of offering “fast” or “free” dipped from 2018 to 2019; shoppers now expect strong delivery as table stakes.
• Repeat purchase: A good delivery experience still encourages customers to buy again, though it’s increasingly “expected” rather than differentiating.
• Home remains king: Home delivery is still the most preferred location. Click & Collect is welcomed when free and convenient (store trip often combined with in-store shopping).
• Satisfaction gap: Delivery satisfaction (~89%) outperforms returns (~69%); the gap isn’t closing, signalling work to do on returns.
• Notifications matter: Customers value updates at every stage, especially alerts about failed/at-risk deliveries.
• Convenience & Control: Top asks include online order tracking, choice of delivery day/location and flexible alternatives. However, demand for weekend deliveries is softening.
• Returns priorities: Above all, shoppers want confirmation the return is received and clear tracking; the real concern is refund certainty.
• Sustainability perception shift: For the first time, more shoppers view high street shopping as potentially more environmentally friendly (but this doesn’y mean they’re willing pay extra for greener delivery!).

What This Means for Retailers

• Prioritise convenience over blanket speed: Offer a broad, clearly priced mix (standard, next-day, nominated day, out-of-home). Let customers choose what’s truly convenient for them.
• Communicate pro-actively: Provide end-to-end tracking with timely notifications (especially exception/failed-delivery alerts). Use SMS/email judiciously to avoid fatigue.
• Close the returns gap: Make returns tracked, simple and transparent. Highlight refund status and “return received” confirmations prominently.
• Use Click & Collect strategically: Keep it free where possible and leverage it to drive attach sales in-store.
• Address sustainability credibly: Offer low-emission or consolidated options, explain the impact in plain language and avoid greenwashing — even if most won’t pay more (yet).

With GFS Managed Multi-Carrier Delivery, you can add multi-carrier delivery options, automate tracking/notifications and streamline returns, without piling operational complexity onto you and your team.