Why Delivery and Returns Could Make or Break An Online Business
If you run an eCommerce business in the UK, it could be time to take a serious look at your delivery and returns strategy. New research from DHL highlights just how much these two factors influence buying decisions – and the numbers are hard to ignore.
Free Delivery and Returns: No Longer a Bonus, but a Baseline
Half of UK online shoppers say they mainly buy from retailers who offer free delivery and returns. Even more striking, 80% of those surveyed said they would abandon their cart if not offered their preferred delivery options and around the same figure said they would abandon their cart if not offered their preferred returns options.
The conclusion of the survey is that if you’re not offering free shipping and simple, free returns – or if customers aren’t confident in your delivery provider – you could be losing half your potential sales before they even click “checkout.”
The results suggest shoppers increasingly expect free options to be built into the online experience. Not just for cost rasons – but for convenience, trust, and buyer confidence. Offering ‘free’ delivery and returns could remove a significant barrier to purchase and give customers the reassurance they need to complete the sale.
Trust is the Hidden Driver Behind Checkout Conversions
Trust isn’t built overnight. Irritatingly for suppliers, in the world of eCommerce, customer trust often comes down to the delivery experience. Late arrivals, damaged goods, or confusing returns processes don’t just lead to one lost sale – they can shape how a customer views an entire brand.
Shoppers need to feel confident that their order will arrive on time and in perfect condition. They also want to know that if the product isn’t quite right, returning it won’t be a hassle. The implication is that working with a trusted delivery provider can help set clear expectations and deliver on promises – literally.
Rethinking the Cost of “Free”
“Free” delivery and returns are never truly free. But that doesn’t mean the customer has to foot the bill at checkout. Many successful retailers now build these costs into their product pricing so they can market “free delivery and returns” as standard. It’s a psychological win that removes friction and reduces cart abandonment.
At the same time, reducing returns is still important, and that can start with the ecommerce site design. Better product images, accurate descriptions, clear sizing guides – they can all help shoppers make the right choice the first time.
What This Means for UK Retailers
As shopper expectations continue to rise, so do their frustrations. DHL argues this isn’t a problem – it’s an opportunity. By focusing on delivery and returns, UK eCommerce retailers can turn one of the most common pain points into a competitive advantage.
So partnering with a delivery provider that customers recognise and trust is key. According to DHL’s own research, they are trusted by 7 out of 10 shoppers to handle their online deliveries and returns.
Final Thoughts
Delivery and returns aren’t just logistical concerns, they’re powerful sales tools. To stay competitive in the fast-moving world of eCommerce, the time to review shipping policies, work with reliable partners, and make “free and easy” part of the customer promise, could be right now!