Key Findings -- UK E-Commerce Shipping Study 2020: Fashion Edition

Our study examines how UK fashion retailers perform across checkout, shipping, and returns experiences. While retailers invest heavily in pre-checkout customer journeys, post-purchase engagement suffers as the focus shifts to cost-efficient delivery rather than maintaining customer relationships.

Finding #1 -- Shipping Costs

Only 12 retailers offer completely free shipping, while 65 provide it with minimum purchase requirements. Standard charges average £4.46. The recommendation: offer delivery subscriptions to build loyalty and overcome conversion barriers that high shipping costs create.

Finding #2 -- Carrier Selection

No retailers in the study allow customers to select their preferred logistics provider. This oversight frustrates consumers who have established carrier preferences and generates preventable customer service inquiries.

Finding #3 -- Post-Dispatch Communication

Customers remain highly engaged during shipping -- this is an untapped marketing opportunity that retailers should reclaim. Branded, proactive updates during delivery build trust and drive repeat purchases.

Finding #4 -- Personalization

Only one retailer out of 100 sends tailored shipping communications. The remaining 99 lack any customization in their delivery messaging. There is significant potential for branded, personalized updates that drive upselling during the delivery window.

Finding #5 -- Returns Options

Fifty-one retailers enclose Royal Mail labels, while eleven provide no return labels at all. In-store returns are offered by 64 retailers, and free returns are available from 85 retailers. Offering multiple convenient options improves customer satisfaction and reduces friction.

Finding #6 -- Refund Timing

Ninety-two retailers process refunds within three days. When predictions are given, 38 refund earlier than stated. However, 24 provide no timeline at all, leaving customers uncertain about when they will receive their money back.

Finding #7 -- Tracking

Sixty retailers host tracking through carriers, while twenty generate immediate errors on their tracking pages. Fourteen send no tracking information whatsoever. Since tracking emails exceed 60% open rates, hosting these pages internally captures engaged traffic and reinforces brand presence throughout the entire journey.

The study reveals a clear pattern: UK fashion retailers are leaving significant value on the table by neglecting the post-purchase experience. The gap between checkout investment and delivery engagement represents both a problem and a massive opportunity for brands willing to own the full customer journey.