AI drives UK retail as shoppers embrace eCommerce tools

UK retailers are entering 2026 expecting online sales growth, with four in five forecasting an increase as artificial intelligence reshapes how shoppers search, compare and select delivery options.

The findings come from the Ecommerce Delivery Benchmark Report 2026, produced by Retail Economics and delivery technology provider Metapack. The study surveyed more than 8,000 consumers and 400 retailers across eight markets including the UK, US, Germany, France, Spain, Italy, Canada and Australia.

Retailers are also preparing to spend more on AI. The research found 90% of global retailers plan to increase investment in AI over the next 12 to 24 months.

Consumer adoption is already influencing eCommerce behaviour. Almost half of UK adults under 45 use AI tools for tasks such as product research, price comparison and searching for delivery options, according to the research.

Mainstream Use

The report said AI tool usage has expanded quickly over the last year. It found 78% of consumers globally used AI tools such as ChatGPT in the past 12 months. Usage rose to 93% among those under 35. The research also reported 93% usage in the UK.

In the UK, the research found 30% of adults are open to AI acting as a personal shopping agent. It said this could include recommending products, checking delivery and returns options and making certain purchases once preferences are set.

The report also pointed to the emergence of chat-based platforms as a retail channel. It said platforms including ChatGPT generated 50.2 million monthly shopping-intent visits in the UK, placing them alongside the country's largest eCommerce sites.

"AI is changing the way people find, choose and buy products, as well as how they are delivered," said Al Ko, CEO of Auctane, Metapack's parent company. "Retailers who adopt AI now will get ahead. Those who hesitate will fall behind as AI reshapes every part of retail, from discovery to delivery."

Trust Levels

Consumer confidence in AI-assisted shopping is becoming a competitive factor. The research found UK consumers were the most confident in Europe, with 64% expressing trust in AI tools.

Retailers are applying AI across multiple parts of eCommerce operations. The report described use in product discovery and fulfilment. It also referenced warehouse efficiency and delivery speed.

Adoption Barriers

The research highlighted uneven adoption across regions and retailer sizes. It found 36% of European retailers cited keeping pace with AI and emerging technologies as a major challenge for 2026. The comparable figure in North America was 33%.

Larger retailers, defined in the report as those with more than £500 million turnover, were more likely to cite skills gaps and integration complexity with legacy systems. That figure was 54%. Smaller retailers, defined as under £100 million turnover, pointed to high development costs at 35% and raised data security or compliance concerns.

Differences also appeared in maturity. The report found 28% of North American retailers had AI embedded and scaled across multiple functions. In Europe, the figure was 17%.

"AI is reshaping retail strategy, not just the customer experience," said Richard Lim, CEO of Retail Economics. "Retailers clearly see the potential across conversion, delivery and customer experience, and consumers are increasingly comfortable with AI playing a role in how they shop. In 2026, the focus shifts from experimentation to execution, where success will be shaped by how effectively retailers can embed AI into their data, systems and everyday operations."

Delivery Expectations

The report described delivery performance as a baseline expectation rather than a differentiator. It found most UK shoppers now expect two-day delivery as standard without paying extra.

Price sensitivity remains a constraint. For faster or more convenient delivery on a typical £30 to £50 order, the research found £5 to £8 is viewed as the optimum fee range. Higher charges were more likely to deter purchases. Cost also ranked as the top delivery priority globally for 36% of shoppers.

Retailers are looking at AI for delivery execution as expectations rise. The research found 38% of European firms identified speed, tracking and proactive communication as the areas where AI could have the greatest impact.

The report also segmented consumers by how they apply AI. It identified "AI Delegators" as 17% of shoppers. The group was described as affluent and time-poor, and more willing to let AI take the lead, including making purchases on their behalf. It also set out "AI Collaborators" at 30% who use AI frequently but keep final control, "AI Selectors" at 30% who use AI occasionally, and "AI Skeptics" at 23% who make limited use of AI and focus on low delivery prices.

Looking further ahead, the report said expectations for AI in retail continue to develop. It found 48% of shoppers expect AI to act as a helpful assistant across the shopping journey by 2030, while 25% expect it to evolve into a trusted co-shopper that automates some decisions.