UK E-Commerce Shipping Study 2020 Fashion Edition

UK E-Commerce Shipping Study 2020 Fashion Edition
Published on: Nov 29, 2019
Updated: Aug 19, 2022

After the UK E-Commerce Shipping Study 2019 and the E-Commerce Shipping Study 2018 is ahead of the UK E-Commerce Shipping Study 2020 Fashion Edition. With the success of our UK E-Commerce Shipping Study 2019, as well as the E-Commerce Shipping Study 2018, we now wanted to find out how UK fashion retailers are managing their shipping processes. Why? Fashion retailers are characterized by high returns (up to 70 percent). This was a crucial reason for analyzing the logistics processes of the top 100 fashion retailers in the UK and providing online retailers with suggestions for optimization.

The UK E-Commerce Shipping Study 2020 Fashion Edition

5 Key Findings - Status Quo of the Top 100 Fashion Retailers

What does checkout, shipping and returns look like for the top 100 fashion retailers in the UK? The full study can be downloaded here.

Key Finding 1

Only 12 of the top 100 fashion retailers offer their customers free shipping with no minimum order value. For 65 retailers, the customer must first reach a corresponding merchandise value.

Tip: Shipping costs are one of the decisive reasons for whether a customer orders from the store or not - retailers should always take this into account in terms of customer loyalty.


Key Finding 2

None of the 100 fashion retailers surveyed allow customers to choose their preferred shipping service provider.

Tip: Customers often have a preferred shipping service provider. Retailers should let their customers decide which logistics provider they would like to have deliver their package. This can minimize customer annoyance with a shipping service provider. For this reason, online retailers should always set to multiple logistics providers.


Key Finding 3

Ninety-three percent of the top 100 fashion retailers send their customers an order confirmation and then turn over further communication to the logistics provider, or there is no communication at all during shipping.

The shipping process is the most emotional part of the customer journey for customers. Why do retailers hand over communication in this phase to the logistics provider without batting an eye and thus give away a lot of potential? Online retailers must take communication with the customer into their own hands - from checkout to shipping to returns. Through personalized shipping messages and the Track & Trace page in your own online store can increase both repurchase rates and brand interactions.


Key Finding 4

Only one in 100 fashion retailers sends personalized shipping messages to their customers.

Retailers should stay in touch with their customers through personalized shipping messages. Through shipping emails in the branding of the company, both cross-selling and up-selling potential can be optimally used. The retailer's own track & trace page in the store generates additional sales, as 85 percent of customers return to the store again (Lidl Customer Success Story).


Key Finding 5

Eleven retailers do not offer a return label to their customers.

Retailers should make returns as easy and convenient as possible for their customers. Thus they strengthen the confidence of the customer in the Shop and this buy also with the next time again. Merchants should also take communication into their own hands during the return process.




So again, you see the same result that you see in the 2018 E-Commerce Shipping Study and the 2019 UK E-Commerce Shipping Study: Online retailers simply throw away the contact with the customer after the order has been sent. Customer experience is in short supply here. But are retailers learning from their mistakes and is there a positive trend here? That's what the E-Commerce Shipping Study 2020 will show.

The E-Commerce Shipping Study 2020

We want to know exactly and are once again conducting test orders with Germany's top 100 online retailers. Who is ahead when it comes to customer experience and customer centricity?

The E-Commerce Shipping Study 2020 will soon reveal whether retailers care about improving their shipping processes. Sign up for our free newsletter and we'll let you know as soon as the study is available.

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