The Shipping Paradox: price-sensitive shoppers still opt for premium options
London, 20 May 2025 – High delivery fees remain a major dealbreaker for online shoppers in the UK, with 78.5% saying they would cancel an order if shipping costs are too high. This is a key finding from Sendcloud’s newly released E-commerce Delivery Compass 2025, based on a survey of 8,000 consumers, including 1,000 from the UK.
As inflation continues to squeeze household budgets, UK shoppers have grown more price-conscious. Over three-quarters (76.6%) report being more careful with their spending, and 55% actively compare delivery fees across retailers before making a purchase. This puts growing pressure on e-commerce businesses to balance delivery costs with affordability and customer expectations.
Free delivery still drives conversion
While free shipping remains a powerful motivator, UK consumers aren’t entirely opposed to paying for delivery. On average, they are willing to spend £4.73 to ship a £50 order, and just 8.5% expect delivery always to be free. Yet, the psychological pull of “free” is strong: 3 in 4 shoppers (73.1%) would add extra items to their basket to qualify for free delivery, expecting free delivery to apply from as little as £24.04.
When given the choice, UK consumers overwhelmingly prioritize free delivery over other benefits:
- 85.3% would choose free delivery over fast delivery
- 86% would choose free delivery over selecting a shipping method
- 83.4% would prefer free delivery to choosing a delivery location
A complex reality: shoppers want choice, not just low costs
Despite the strong focus on price, it’s not just about cutting costs. The majority of UK shoppers (80.6%) are willing to pay for premium delivery options, particularly those that offer greater speed or convenience. The most popular upgrades include:
- Same-day delivery (36.2%)
- Choosing a specific delivery time (34.9%)
- Next-day delivery (34.8%)
- Delivery within the hour (28%)
- Selecting a specific day (26.3%)
This points to a more nuanced reality. UK shoppers are not just chasing the cheapest option, they want delivery that suits their lifestyle and needs. In fact, 86% believe delivery should cost less if they’re willing to wait longer, signalling a clear desire for flexible, ‘tiered’ shipping. From discounted slower shipping to paid upgrades for speed and control, consumers want delivery that feels fair and tailored to their needs.
Rob van den Heuvel, CEO and Co-founder at Sendcloud, comments: “Free delivery may grab attention, but it’s far from a one-size-fits-all solution. For many retailers, it’s simply not sustainable. The real challenge is balancing flexibility with cost. Shoppers want a delivery that fits both their budget and lifestyle. Offering tiered options, like slower, cheaper shipping alongside faster, premium choices, is how brands meet rising expectations without sacrificing margins.”
About the E-commerce Delivery Compass
The E-commerce Delivery Compass is Sendcloud’s annual consumer research that provides valuable insights into delivery preferences across Europe. The 2025 edition surveyed 8,000 consumers across eight countries: The Netherlands, Belgium, France, Germany, Austria, Italy, Spain, and the UK. It helps retailers understand evolving expectations, identify pain points, and uncover opportunities to improve the delivery experience. For more information, visit www.sendcloud.com/ecommerce-delivery-compass.
About Sendcloud
Sendcloud is Europe’s leading shipping platform that empowers e-commerce merchants to scale their shipping operations effortlessly and deliver a customer-first experience.
Through its connected suite of tools, Sendcloud centralises and automates the entire shipping process, from label creation to branded tracking, support automation, and returns. This enables retailers, marketplaces, and fulfilment companies to stay ahead of consumer demands.
Founded in 2012, Sendcloud was born from a genuine need to create a level playing field for all e-commerce merchants. Backed by Softbank and trusted by 25,000+ companies across Europe, Sendcloud has the vision to solve shipping globally.
