A survey by Whistl of over 1000 UK online shoppers shows the extent to which offering free delivery and postage costs in general are critical to buying decisions. And as they say in their report: “Paying £90 for a new pair of trainers (or similar product) online can seem like nothing to some people, but the £3.99 delivery charge makes many consumers question the purchase entirely.”
94% of people surveyed said that they were more likely to purchase something online if it has free delivery. Of these consumers, those in the 18 to 24 age bracket were most likely to do so, followed by those between the ages of 45 and 54 years old. 1 in 4 expect free delivery on every online order they make with shoppers in Bristol, Newcastle and Liverpool being the most demanding here. Half think delivery should be free on any and all orders over £10.
Interestingly, so allergic to delivery fees are some people are willing to shop from overseas even if that means they have to wait longer. 55% said they’d rather buy internationally and experience longer waiting times. Men are more open to the idea of buying internationally to save money on delivery costs, as are those in the 25 to 34 age category (75% said they would compared to just 35% of over 65s).
The younger generation are also more impatient, with under 35s prioritising quick delivery, while 45 to 54-year-olds are more willing to wait, with some stating that waiting an extra seven days for items is fine if the delivery is free.
On one level these results are largely unsurprising. We all like getting value and the cheaper the better on delivery costs. But it does demonstrate the perception gap that exists between consumers and retailers. Shoppers want it as cheap as possible but often also fast and tracked but that costs a lot. Only a minority of shoppers seem to understand that they can’t have champagne on a beer budget.