Convenience Becomes The Leading Experience Factor

UK shoppers expect a seamless experience across online and in-store channels, with 85.7% wanting flexible delivery options and hassle-free returns, making omnichannel strategies more essential than ever.

UK shoppers aren’t just chasing the best deal anymore—they’re seeking the best overall experience. From faster delivery and hassle-free returns to greater control over how and when their orders arrive, convenience has become the key driver of brand loyalty.

This shift is clearly reflected in Metapack’s 2025 Ecommerce Outlook, a survey of retailers and consumers in the UK and US, which reveals a fundamental change in what influences consumer decisions and loyalty. Convenience has now overtaken cost as the leading factor in purchase decision-making, with 76.6% of respondents saying they would switch providers if faced with delivery delays.

Despite this shift, UK retailers remain optimistic, with 32.2% expecting stronger growth in 2025 than in the previous year. However, they are also under growing operational pressure to meet rising consumer expectations. 

The report also discusses both the challenges ecommerce leaders are facing and actionable opportunities that are emerging, such as investing in shipping technology to offset changing market conditions.

UK Consumers Demand More: Convenience is the New Currency

Loyalty is no longer driven by price alone. While 70.3% of UK consumers still factor in cost, convenience has taken centre stage, especially among Millennials. 85.7% of UK shoppers expect diverse delivery choices and smooth returns for a seamless experience between their online and in-store shopping practices, reinforcing the need for true omnichannel strategies.

Convenience also extends to fulfilment. 84.3% of consumers want delivery options that align with their own schedules rather than being dictated by retailers and carriers. The stakes are also high, as 76.6% say they would switch brands after a poor delivery experience. 

At the same time, cost remains a growing concern, with 59.5% of shoppers expressing worry over delivery and return fees. This misaligns with current trends in returns pricing, as an increasing number of retailers begin to introduce charges for returns.

“Metapack’s research makes it clear: quick delivery timeframes, ease of access for order pick-ups and returns, and a frictionless experience now define customer loyalty,” said Emma Clarke, Senior Director of Product Management at Metapack. “Brands that fail to meet this new standard will fall behind.”

UK vs US: Retailers Set Sights on Growth—But Face Different Headwinds

While UK retailers remain optimistic about growth in 2025, with over half projecting moderate to significant gains, that confidence is tempered by growing operational pressures. Metapack’s findings reveal that 29.2% of UK retailers view increasing competition as their top concern, closely followed by 28.2% who are feeling the strain of rising fulfilment costs.

Retailers in the US report similar pressures, with 25.7% naming fulfilment costs as their biggest challenge, followed by 24.5% citing supply chain disruptions. However, expansion plans are split: 22.3% of UK retailers plan to go global, and an almost equal amount (21.8%) are solely focusing on domestic growth. 

US merchants are slightly more focused on their domestic market, with 27.9% prioritising local expansion.

“It’s clear that both US and UK retailers are aiming for growth in 2025. However, there’s a difference between the current economic and political realities for each market,” added Emma Clarke.

“From tariff impacts to market saturation, we’re watching two countries evolve under different pressures. While the UK brands are balancing global ambitions with cost concerns, the US retailers are focused on strengthening their domestic operations and stabilising fulfilment costs.” 

Retail’s Turning Point: Adapt or Get Left Behind

Retailers will face some of their toughest challenges yet, as consumer expectations and rising competition demand a fresh approach to logistics, technology, and the overall customer journey. Those already adapting are setting the pace.

So, what strategies are they using? Retailers are using data to anticipate potential breakdowns, understand purchasing preferences—both what they want to buy and how they want to do so—and tailor the post-purchase experience around consumer preferences for communication, behaviours, and convenience.

As shopping journeys become more complex, they are integrating online and in-store experiences through shared inventory, flexible return options, and click-and-collect services to enhance convenience. At the same time, they’re cutting costs and boosting delivery speed by automating fulfilment with regional hubs and smart warehouse systems, balancing efficiency with convenience.

In 2025, experience will be the deciding factor—retailers that deliver on convenience and reliability will win.

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