Delivery options drive AI shopping decisions, Ingrid finds

Ingrid has published research suggesting delivery options are a deciding factor for many consumers in AI-led shopping journeys. The survey found that 61% of shoppers said delivery options can make or break a purchase in these transactions.

Based on responses from more than 1,000 shoppers, the study shows fulfilment information becoming a central part of how consumers use AI shopping interfaces. It found that 62% now treat delivery information, including speed and location, as a main search criterion alongside product descriptions.

That moves fulfilment details to the start of the buying process rather than the end of checkout, suggesting retailers using AI-led product discovery may need to present delivery terms earlier to avoid losing sales.

More than half of those surveyed said weak delivery information would outweigh strong product recommendations from AI systems. According to the figures, 56% would choose another product if an AI tool could not clearly state delivery details, even if the recommendations were good.

A slightly smaller but still significant group said they would abandon the transaction altogether. The research found that 53% would give up on their shopping mission entirely if an AI platform could not clearly set out delivery options, regardless of the quality of the product suggestions.

Among Millennials, the effect was stronger, with 61% saying they would switch to another product if delivery information was missing or unclear.

Cost pressure

The findings also show that shoppers want AI systems to reflect changing delivery conditions and individual purchasing patterns when setting charges. Cost was the most important delivery factor in AI buying decisions, influencing 44% of purchases among UK shoppers.

Against that backdrop, 75% of respondents said they wanted AI agents to offer more dynamic delivery costs, with fees calculated using real-time information. The figures suggest consumers are becoming more comfortable with pricing that changes according to current operating conditions, provided the logic is visible during the shopping process.

The survey also points to demand for more tailored fulfilment charges. Some 28% said they wanted AI shopping interfaces to personalise delivery fees based on factors such as order value or shopping frequency, linking charges to basket size or customer loyalty.

That suggests some shoppers are open to more segmented fulfilment pricing if it reflects the value of their relationship with a retailer. For merchants, this may add another layer of complexity to how delivery is displayed and priced through AI-led channels.

Flexible options

Choice in fulfilment was another prominent theme. The research found that 69% of respondents wanted AI platforms to present more flexible delivery options, including out-of-home collection, express delivery and named-day services.

The data also showed demand for personalisation at the checkout stage. Nearly two-thirds, or 63%, said they would be more likely to complete a purchase if AI agents filtered fulfilment choices according to their past purchases or stated preferences.

Taken together, the responses point to a broader shift in expectations around AI commerce. Consumers appear to want not only accurate product discovery but also systems that can match the delivery experience to their needs before they commit to buy.

For retailers, that could mean AI shopping tools are no longer judged only by the relevance of recommendations or the speed of search results. They may increasingly be measured by whether they can provide clear, timely and personalised fulfilment information within the same interface.

Piotr Zaleski, Founder & CPTO of Ingrid, said the findings marked a change in how delivery functions within AI-driven commerce.

"Dynamic delivery offering underpins the next AI fulfilment frontier," said Zaleski. "Retailers need to pivot quickly. AI is moving from recommendation to action, and that shift will reshape commerce and delivery faster than most realise."

He added that businesses that fail to adjust may lose direct influence over customer relationships as AI systems take a larger role in purchase decisions.

"Those who fail to adapt risk becoming interchangeable suppliers in systems they don't control, giving up brand engagement opportunities, sales and even future loyalty," he said.

Ingrid sells delivery intelligence software that retailers use to manage pricing, carrier selection and delivery windows with operational and consumer data. It says it has processed more than 200 million orders across more than 170 markets worldwide.