UK shoppers prize accurate updates over rapid delivery

UK shoppers appear more concerned about accurate delivery updates than faster shipping, according to a survey by logistics technology provider Locus.

The research, based on responses from 2,000 UK consumers, found that 94% cited delivery communication failures as their biggest frustration. Locus said this includes parcels marked as delivered but not received.

Expectations around delivery speed were comparatively modest. Only 4% of respondents said they expect same-day delivery. Most shoppers found a two-to-four-day window acceptable, with 83% describing that timeframe as reasonable. A similar share, 83%, said they expect parcels to arrive within one to four days.

Execution gaps

The results point to persistent last-mile problems, where carriers and retailers rely on tracking scans and customer notifications. A "delivered" status that does not match the customer's experience ranked ahead of issues that have traditionally drawn complaints.

Damaged parcels were cited by 93% of respondents as a frustration. Deliveries left in unsafe locations followed closely, with 92% reporting this as a concern. Together, the figures suggest the most common pain points relate to reliability and accountability at the doorstep.

Locus said the findings suggest delivery propositions have drifted away from what consumers value most. Founder and CEO Nishith Rastogi said the survey shows growing pressure on logistics providers and retailers to improve communication quality.

"The shift in consumer expectation places logistics providers and retailers under increasing pressure to improve the quality, not just the pace, of last-mile communication. Consumers are signalling a clear preference for realistic delivery windows, accurate tracking and proactive updates over ambitious speed claims that cannot be consistently upheld," Rastogi said.

Trust and promises

The survey also indicated a gap between delivery promises and perceived performance. Just 7% of consumers said retailers always keep fast or guaranteed delivery commitments, while 41% said these promises are met only sometimes.

Retailers continue to use delivery speed to attract and retain customers. However, the data suggests the credibility of those offers may depend on more accurate tracking and clearer communication when plans change.

Retailers and carriers have invested heavily in systems that provide delivery times and status updates, including automated notifications. Yet mis-scans, missed handovers and photo-proof processes can leave shoppers unsure where a parcel is-particularly in multi-occupancy buildings or when parcels are left with neighbours.

AI divide

Locus also highlighted differences between age groups in attitudes to artificial intelligence in the delivery experience. The survey found that 62% of millennials said AI improves their confidence in the delivery process. Trust was lower among Gen Z and baby boomers, with the latter group reporting the least trust.

The findings come as logistics providers and retailers test AI tools to forecast delivery times, predict exceptions and automate customer messaging. The survey suggests appetite for these tools may be uneven, shaping how companies roll out new tracking and support features across customer segments.

Returns frustration

The research also highlighted dissatisfaction with returns, where shoppers often face different processes depending on the retailer, carrier and product category. A quarter of respondents cited paying for return shipping as their biggest frustration.

Other issues included delays in refunds, difficulty accessing labels and the inconvenience of drop-offs. Locus said the data points to problems across multiple touchpoints rather than a single fault in the returns chain.

The survey was conducted by PAN and Locus among nationally representative UK consumers aged 18 and over. Fieldwork took place between 24 November and 26 November 2025.

Locus sells transportation management software and operates across North America, Europe and Asia Pacific. It has more than 350 customer deployments across more than 30 countries.

"Consumers are no longer asking logistics providers to be faster at all costs," a Locus spokesperson said. "They're asking for accuracy, honesty and visibility. This research shows that the brands and logistics partners who win trust will be those who align delivery promises with operational reality and communicate clearly at every stage of the journey," added the spokesperson.