UK shoppers favour faster delivery in retail choices

Zippd has published consumer research on delivery speed in retail purchasing decisions, finding that faster fulfilment is influencing where shoppers choose to buy.

The survey of 2,050 UK adults found that 19% of consumers would switch to another retailer if it could deliver significantly faster. Among those aged 25 to 44, 42% said they were more likely to buy from a retailer offering same-day delivery.

The data suggests delivery speed is moving beyond a back-end logistics issue and becoming a more visible part of the sales proposition. According to Zippd, fulfilment is starting to affect retailer choice, purchase intent and conversion, rather than only the post-purchase experience.

Fast delivery may also influence impulse buying. More than one in four consumers, or 27%, said faster delivery made them more likely to make last-minute purchases.

Price pressure

The research also examined what shoppers would pay for quicker service. Around four in 10 consumers said they would pay more than £2 for faster delivery, whether buying from a traditional retailer or a marketplace.

That willingness dropped once the price rose above £5. The figures suggest retailers may face a narrow pricing window if they want to offer faster fulfilment without deterring demand.

Zippd said this suggests rapid delivery may be more viable as a widely available convenience than as a premium add-on. That could matter for retailers balancing customer expectations with the cost of offering quicker delivery options.

The shift appears to be particularly visible in online marketplaces, where speed and convenience are promoted alongside product range and price. In that model, fulfilment becomes part of customer acquisition as well as a factor in conversion.

Changing journey

The research forms part of Zippd's Instant Commerce Index, which examines how the gap between product discovery, purchase and delivery is narrowing. Zippd argues that fulfilment now has greater influence across more stages of the shopping journey.

Gemma Taylor, Co-founder of Zippd, described the company's view of the change in consumer behaviour: "The most significant finding isn't that customers want faster delivery - retailers have known that for years. What's changing is the role fulfilment plays within the customer journey. We're beginning to see this shift as more brands and marketplaces are making fulfilment speed a visible part of the customer proposition, enabling brands to differentiate beyond product and price alone."

The figures add to wider pressure on retailers to compete on convenience as well as assortment and pricing. As delivery windows shorten, speed appears to be becoming part of how consumers discover, assess and buy products across a broader range of categories.

Zippd provides fulfilment technology for eCommerce brands and marketplaces managing delivery across seller networks. Its systems connect with eCommerce and delivery platforms to help businesses manage fulfilment through a single network.

The research was conducted online among UK adults.