A fifth of UK retailers are still failing to offer customers’ preferred delivery option, a new study has found.

The research from e-commerce firm Ampersand, which included a survey of more than 180 UK multi-channel retailers, revealed that 18 per cent are failing to offer their customers next-day delivery.

This comes despite a separate YouGov poll which shows that more than half of consumers (52 per cent) favour this method over any other, if it is offered at a price they are willing to pay.

The research also found that 65 per cent of retailers offer Click and Collect, whilst only 18 per cent of consumers consider it their preferred method of receiving their goods from online shopping. Those aged between 18 and 24 are the most likely demographic to pay for same day delivery whilst those over the age of 55 were the least likely.

The percentage of people who preferred same day delivery if it was at a price they were willing to pay has almost halved since 2014, from 21 per cent to 12 per cent, while preference for next day delivery has increased from 46 per cent in 2014 to 52 per cent in 2017.

Darryl Adie, managing director at Ampersand, said: “The final mile has always been the part of the e-commerce journey that retailers had the least control over. Now, retailers such as Amazon and Argos — basically owners of their own logistics network — can offer customers same day, same morning, 2-hour home or office delivery. Other retailers have a lot to compete with. The bad news is that not every retailer can boast that kind of ownership. The good news is that they don’t really have to in order to give consumers great service.

“Getting the basics of online retail right should be every retailer’s priority. In the case of fulfilment, making sure your deliveries and customer communications are consistent and your delivery prices are affordable to your customers is a good start. Focusing first on your next day delivery service before offering anything else will put you at an advantage over many of your competitors that don't offer a next day service.”

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