Almost 75% of millennials choose e-tailers based on delivery convenience

Young shoppers consider flexible delivery as the most influential factor when shopping online, according to new research. Almost three quarters (74%) of 18 to 34-year olds choose to by from e-tailers depending on their convenient delivery options, while nearly two thirds (65%) of young shoppers admitted to buying from one online retailer offering convenient delivery over another which did not.

And nearly a quarter (23%) of young shoppers said they would not buy from a retailer that does not offer flexible delivery, meanwhile almost half (47%) of shoppers said they have spent more money with an e-tailer because it offered them flexible delivery.

The research from eBay Enterprise in collaboration with MSc students from Imperial College Business School, also concluded that while young shoppers want flexible delivery, few are willing to pay for it. Young shoppers are expecting flexible delivery options as standard, and 47% of respondents said they would be unwilling to pay for more convenient delivery services.

Enda Breslin, European head of business development at eBay Enterprise, said: "Our research shows retailers that do not offer a choice of delivery options could be leaving money on the table. Millennials’ spending power is increasing every day, so retailers should aim to meet their needs now to grow their market share in the medium term."

The report also noted next day delivery is the most flexible option chosen by young shoppers in the UK (79%), followed by click & collect (38%). But despite the recent investment in collection lockers, only 5% of millennial UK shoppers recognise this as a delivery option.

Breslin added: "There’s no doubt flexible delivery options are key to attracting the continued spend of millennials, but with few prepared to pay extra for it, retailers need to make sure that any flexible options that they offer are as cost efficient as possible. Consolidating with a small number of supply chain partners; investing in order management software; and using in-store fulfilment methods like ship-from-store to improve speed and efficiency are all ways retailers can keep costs down whilst still competing on flexibility."

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eBay Enterprise