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70% of UK consumers are less likely to buy from retailers after hearing about a negative delivery experience | Business


A new report from e-commerce delivery technology leader Metapack reveals the effect of a negative delivery experience on consumer buying behaviors. Amid the shift to online shopping, research dives into the delivery experience of consumers in the UK, France and Germany and finds that more than two-thirds of consumers are less likely to shop at a retailer after having heard of a negative delivery experience.

The word goes fast

Metapack’s new post-purchase experience report highlights how bad delivery experiences can spread exponentially. Specifically, research from Metapack reveals that over 60% of UK consumers have shared negative delivery experiences with friends and family. Meanwhile, the impact of social media is also highlighted with almost 15% of UK consumers saying they have posted on social media and 22% of UK consumers saying they have posted a review online, following a negative delivery experience.

Delivery experience the differentiator

The study also reveals why it’s important for retailers to invest in their delivery ecosystem, with over 35% of consumers in the UK saying they’ve stopped buying from a retailer altogether after a delivery experience. negative. Along with this, 40.6% of shoppers report having bad buy experiences with some regularity. In the different geographical markets studied, the frequency of bad experiences is constant. However, when looking at the age of buyers, it is clear that younger buyers report more frequent negative experiences.

This research is consistent with Metapack’s findings in the Ecommerce Delivery Benchmark Report 2022, which found that digital native shoppers are more than three times more likely to face negative delivery experiences compared to people aged 65 and over. more. Drilling down, experiences were consistent across the different retail categories, with the exception of ‘DIY & Gardening’ and ‘Furniture & Flooring’, where negative experiences were slightly more prevalent.

Duncan Licence, Global Vice President of Products at Metapack:

“In today’s e-commerce landscape, retailers need to invest in post-purchase experience technology and infrastructure to meet rising consumer expectations. Our new research reveals what consumers really think about their delivery experiences and its importance when it comes to retaining customers and increasing loyalty. It’s not just the case of consumers having disappointing first-hand delivery experiences, but also the consequential impact of hearing about second-hand delivery experiences, that will worry retailers. Over the past few years, consumer expectations for delivery have shifted to focus more on convenience, choice and tracking, and retailers need to ensure they can meet these needs or risk to lose customers.

The choice of carrier matters

Another highlight of the new Metapack study is the growing importance of the delivery proposition as part of the overall experience, with 87% of UK shoppers saying the range of delivery options presented to them is a important factor. At the same time, almost 70% of UK consumers say that the carrier responsible for delivering their order also has an impact on their overall delivery experience.

Download the report here:


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Research methodology

Nationally representative consumer panels were held in the UK, France and Germany. The sample included over 3,000 consumers, with survey data collected in March 2022.

About Metapack

Metapack helps e-commerce and delivery professionals meet rising consumer expectations for delivery, while maintaining and optimizing operational efficiency. Metapack’s solution offers a wide range of personalized services, from delivery options to tracking and returns, through a catalog of more than 400 carriers and more than 4,900 services available in all countries of the world. Thanks to Metapack, more than 550 million parcels are sent each year by many of the world’s leading e-commerce retailers. Metapack is a member of the Auctane family of companies and is headquartered in London. Auctane brands include ShipStation,, Packlink, ShippingEasy, ShipWorks, ShipEngine, Endicia, Shipsi, GlobalPost and Metapack, with offices in El Segundo, Austin, London, Madrid, Sunnyvale, Zielona Gora, Atlanta and St. Louis. For more information, visit

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CONTACT: Munveer Garcha

PR and Communication Manager, Metapack

[email protected]



SOURCE: Metapack

Copyright BusinessWire 2022.

PUBLISHED: 05/10/2022 04:00 AM/DISC: 05/10/2022 04:02 AM