Half of UK Digital Buyers Had Delivery Problems This Holiday Season - eMarketer

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Half of UK Digital Buyers Had Delivery Problems This Holiday Season

The good news? Missed deliveries were down

January 16, 2017 | Retail & Ecommerce

Holiday season shoppers in the UK turned to ecommerce in greater numbers in 2016. But nearly half of UK shoppers polled in the days immediately after Christmas said they had problems with late or nondelivery of their ecommerce purchases during the season.

Issues Experienced When Purchasing Christmas Products Digitally According to UK Internet Users, 2014-2016 (% of respondents)

According to late December 2016 research by YouGov for supply chain-related firms JDA and Centiro, 49% of online Christmas shoppers polled in the UK said they experienced problems with timely or nondelivery of their ecommerce purchases this year, up slightly from prior years. Moreover, 10% said they never received an order that a retailer or delivery company said had been delivered.

The percentage of people who said they received incorrect or damaged goods also rose vs. 2015, the study found.

The news was not all bad, however—the percentage of respondents who experienced missed deliveries fell to 24%, down from 48% in 2015.

Poor online order fulfillment is likely to hurt retailers' future prospects. Nearly 80% of respondents to this study said it was likely they would switch to an alternative retailer as a result of a poor ecommerce experience.

—Ben Clague

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