Shoppers ditch baskets over delivery fees & friction

UK retailers are investing in loyalty schemes and artificial intelligence, but shoppers are abandoning online purchases because of delivery costs and difficult checkouts, according to research commissioned by eCommerce agency Quickfire Digital.

The study found that 54% of UK shoppers abandon purchases because delivery fees are too high. A further 37% drop out because the checkout process feels complicated.

By contrast, only 17% said they abandon a basket because a competitor offers a better loyalty or rewards programme. However, 46% of eCommerce retailers said they are prioritising investment in customer loyalty and retention.

The findings highlight a gap between retailer roadmaps and what shoppers say matters at the point of payment. They also suggest customer experience improvements are not a top priority for many retailers.

Retail priorities

More than four in ten retailers (42%) said they are not prioritising customer experience improvements this year, focusing instead on other strategic initiatives.

Retailers also plan to expand AI and automation: 46% listed it as a priority, and 52% said they are adopting more AI to drive revenue.

That creates a practical challenge for eCommerce teams. Loyalty features and AI-led initiatives typically come later in the customer relationship. Delivery pricing, shipping options, and checkout design influence conversion at the start by determining whether shoppers complete a purchase at all.

The research is based on independent surveys of 2,005 UK adults and 201 eCommerce retailers with 10 or more employees, conducted by Research Without Barriers in August 2025.

What shoppers want

Shoppers appear to prefer AI that reduces friction in routine service tasks over AI designed to increase basket size through personalisation.

Automated returns and refund systems ranked highest among AI options, with 33% of shoppers saying they value them. AI-powered chat or customer support followed at 31%.

Visual search also drew interest, with 30% valuing tools that let customers search for products using images rather than text.

Interest was lower for sales-led AI features that many retailers have deployed in recent years. Only 24% said they like tailored product recommendations or "you might also like" suggestions, while 20% said they like personalised offer notifications.

The results suggest shoppers distinguish between AI that simplifies service interactions and AI that pushes marketing messages. They also indicate retailers may need to treat AI primarily as a customer operations tool, where acceptance appears strongest.

Checkout friction

High delivery costs were the biggest single reason for abandonment. The data suggests pricing clarity and shipping fees remain central to online conversion, even as retailers invest in personalisation and retention tools.

Checkout complexity was the second most common factor. The survey did not identify which elements shoppers find most difficult, but the finding aligns with common friction points such as long forms, account-creation prompts, limited payment choices, and unclear delivery information.

For retailers, these issues often require cross-functional work. Delivery pricing depends on fulfilment costs and carrier agreements, while checkout experience depends on platform configuration, payment providers, and fraud controls.

Quickfire Digital, which works with retailers on eCommerce development, said the results show investment has drifted away from fundamentals.

"Our statistics show that there's an obvious - and avoidable - disconnect happening in the industry right now. Retailers are investing heavily in loyalty schemes and AI initiatives, but these efforts are often missing the mark. For shoppers to become loyal, they have to have had a good experience with a retailer to incentivise them to develop loyalty with a brand. The research indicates that shoppers don't care about another points programme or recommendation carousel if the checkout is clunky or delivery costs are too high. The data is clear - practical improvements win over flashy strategies every time. Although enhancing CX is on the mind of many (58%), that still leaves a huge chunk (42%) who are simply not giving it the time and investment it needs."

Harper said retailers should prioritise the buying and service journey before adding layers of personalisation and loyalty features.

"2026 is the year these retailers need to put experience first. That means making it effortless for customers to buy, return, and get help, and only using AI and digital tools to genuinely remove friction rather than distract from it. Get the basics right, and everything else will follow," Harper said.

The research suggests retailers will continue investing in AI and automation, while shopper interest is strongest in applications tied to returns, refunds, customer support, and search.