Free delivery could reduce abandoned e-commerce shopping baskets

Stephen Chapman's picture
by Stephen Chapman

New research shows that online retailers could boost their sales by offering free deliveries.

The paper from Barclays, shows that 63% of shoppers from this region leave unpurchased items in their online shopping baskets.

However, the offer of free deliveries (53%) and positive customer reviews (34%) led to a completed purchase.

The findings are from Barclays Corporate Banking Online Retail Report, From Browse to Buy: The Conversion Challenge and are based on the views of 300 senior retail managers, 2,000 UK consumers and economic modelling.

Researchers also found that through investment in basic digital techniques, shopping basket abandonment could be halved by 2021 and increase British retailers’ profits by £10.5bn over the next 5 years.

“At a time when cost management is a priority, it’s understandable that investment in mobile optimisation may seem too expensive for many retailers. However, our research underlines the longer term benefit of providing easy to use options across all online platforms. By adapting quickly to the needs of today’s consumer to create a better shopping experience online, and particularly via mobile, retailers will boost their sales,” explained Tony Walsh, head of North, Barclays Corporate Banking.

“If they get their online strategy right, we could be looking at UK retailers selling more that £80bn of stock online by 2021, but that will only happen if as an industry we respond to what the public want from us. This research shows that a streamlined mobile offering, flexible delivery and competitive pricing can help convert more browsers to buyers.”

A regional breakdown shows that 42% of shoppers use their laptop, while 33% pick up their mobile. Mancunians are more likely to use their mobile to shop than any other region in the country - apart from Glasgow.