Almost three quarters of UK consumers fail to complete an online shopping purchase because of high delivery charges.
Parcel company DPD claims 73 per cent of Brits log off when they get to the postage stage, because they are put off by restricted or expensive delivery options.
40 per cent of shoppers surveyed say they aren’t offered free delivery and 37 per cent say they’re annoyed when delivery options are limited or an expensive postage price is selected automatically.
Three quarters of Brits said they prefer free delivery, while 26 per cent said timed delivery slots were most important.
DPD CEO Dwain McDonald said: “Delivery is an integral part of e-retailing – the sale isn't complete until the customer receives their goods. And as our survey shows, the cost and speed of delivery are crucial factors in whether a customer completes a transaction or abandons their shopping cart at the checkout.
"Online shopping is the fastest growing retail sector and customers are no longer happy to accept a restricted set of delivery options, they want choice and flexibility in when and how they receive their purchases. Put simply, limited delivery options cost sales.”
Professor of Supply Chain Strategy at Cranfield School of Management, Richard Wilding, added: "For online retailers, home delivery is now a critically important part of the overall customer experience. Generally the customer does not differentiate between the courier and the company the item was purchased from, therefore a poor experience reflects badly on the retailer.
“However a good delivery experience can enhance their reputation, gain customer loyalty and increase sales."
Online retail giant Amazon has championed free delivery, inspiring several other web stores to stop charging customers for postage and packaging.
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