This can be concluded from a survey conducted by Whistl, which interviewed over 1000 consumers on this topic. One in four Brits expects free delivery on every online purchase, while the majority expects free delivery after they have spent a minimum amount of 10 pounds. Almost all Brits were more likely to purchase something online when there is free delivery (94%). Especially consumers in the age of 18-24 were likely to do so.

Consumers in the United Kingdom are willing to pay between 2 and 4 pounds for a delivery. However, when they think the delivery fee is too high, almost two-thirds of the shoppers will bail out of the order process. Respondents indicate that the amount they will pay online is not affected by the offer of free delivery. A third, however, says they overbuy to avoid delivery and return costs.

Another interesting finding is that consumer does not mind to wait a bit longer if an order can be shipped with free delivery. Almost half of the shoppers are willing to wait for two or three more days. The online consumers in the UK even said to buy online in a foreign county and wait (a lot) longer if this means they can receive their goods without delivery fees.

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