UK: online shopping drivers by importance 2022

The ability to pay cash upon delivery was the most important driving factor in shopping online in the United Kingdom, according to a survey conducted in 2022. A total of 96 percent of respondents reported that a cash on delivery option was important for their decision to purchase online. In turn, 39 percent of shoppers cited free delivery as unimportant.

Level of importance attributed to online shopping drivers by digital buyers in the United Kingdom (UK) in 2022

Characteristic	Important	Not important
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Release date

February 2023

More information

Region

United Kingdom

Survey time period

May 30 to July 26, 2022

Number of respondents

800-1,525 respondents*

Age group

18 years and older

Special properties

regular e-shoppers

Method of interview

Online survey

Supplementary notes

* Between 800 and 1,525 participants were interviewed per country across 22 markets in Europe.

The survey was conducted via blind interviews where respondents did not have references to brands, e-tailers or transporters. All respondents had purchased physical products online since January 2022, and had received at least one package.

The original question was phrased by the source as follows: "Which criteria are important for you?”

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