New research finds almost three quarters of customers will stop recommending a retailer following a poor delivery experience

  • A third of people who shop online have experienced an issue with parcel delivery over the past 12 months
  • 1 in 4 deliveries actively discourage retailer recommendations

Poor delivery experiences will significantly impact on whether a recipient recommends a retailer, with almost three quarters (72.5%) of customers who shop online saying they are likely or very likely to stop recommending a retailer following a poor delivery experience. This is according to a new survey by delivery software company Circuit.

While eCommerce has been on the rise, 2020 further accelerated the growth and reliance on ecommerce and the data shows that this is a trend that is here to stay with 85% of those who shop online saying they will shop either about the same or more frequently online over the next 12 months.

While this brings great opportunity, retailers must be aware of delivery issues and their impact. A third (33%) of people who shop online have experienced a delivery issue in the past 12 months. Consequently, almost 1 in 4 (23.9%) of all deliveries result in a customer being likely to stop recommending the retailer.

Furthermore the research found that the problem is bigger than many retailers realise as nearly a quarter of customers (22.5%) who order goods online, experience delivery issues – but don’t complain. This highlights that there is a delivery feedback gap between couriers, retailers and recipients where issues cannot be fixed as retailers are unaware of any problems with delivery experiences.

Jack Underwood Circuit co-founder and CEO said: “Our research highlights the huge impact last-mile delivery has on retailers and their customers’ loyalty. These results come at a crucial time for the industry. As stores reopen following a tough year, online retailers and couriers must ensure that they are doing all that they can to guarantee the best customer experience.”  

For further findings please visit:

The findings disclosed come from a survey conducted on Google Surveys from 22 – 25 April 2021 and are based on responses from 1000 participants.

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