Convenience has overtaken cost as the primary factor in purchase decision making, with 77% of consumers saying they would consider switching brands if faced with delivery delays, according to data released by Metapack.

Its 2025 Ecommerce Outlook report, which includes data from retailers and consumers in the UK and US, shows that while British retailers predict business growth, with nearly a third (32%) anticipating higher growth rates than they did in 2024, they face increased operational pressure to satisfy consumer demands and are investing in shipping technology to offset changing market conditions.

UK Consumers Demand More: Convenience is the New Currency

Loyalty is no longer driven by price alone. While 70% of UK consumers still factor in cost, convenience has taken centre stage, especially among Millennials. 86% of UK shoppers now expect diverse delivery choices and smooth returns for a seamless experience between their online and in-store shopping practices.

Convenience also extends to fulfilment. 84% of consumers want delivery options that align with their own schedules rather than being dictated by retailers and carriers. The stakes are also high, as 77% say they would switch brands after a poor delivery experience. At the same time, cost remains a growing concern, with 60% of shoppers expressing worry over delivery and return fees—an increase of 11% since Metapack’s released its Ecommerce Delivery Benchmark Report in February this year. This misaligns with current trends in returns pricing, as an increasing number of retailers begin to introduce charges for returns.

“Quick delivery timeframes, ease of access for order pick ups and returns, and a frictionless experience now define customer loyalty. Brands that fail to meet this new standard will fall behind.”

Emma Clarke, Senior Director of Product Management, Metapack

UK vs US: Retailers Set Sights on Growth—But Face Different Headwinds

UK retailers are optimistic, and most expect to grow in 2025, with more than half forecasting moderate or significant gains. This optimism is, however, cautious in the face of rising operational pressure. 29% of UK retailers are most concerned about competition, with 28% also worried about rising fulfilment costs.

Retailers in the US report similar pressures, with 26% naming fulfilment costs as their biggest challenge, followed by a quarter (25%) citing supply chain disruptions. However, expansion plans are split: 22% of UK retailers plan to go global, and an equal amount (22%) are solely focusing on domestic growth. US merchants are slightly more focused on their domestic market, with 28% prioritising local expansion.

“It’s clear that both US and UK retailers are aiming for growth in 2025. However, there’s a difference between the current economic and political realities for each market. From tariff impacts to market saturation, we’re watching two countries evolve under different pressures. While the UK brands are balancing global ambitions with cost concerns, the US retailers are focused on strengthening their domestic operations and stabilising fulfilment costs,” continued Clarke.

Retail’s Turning Point: Adapt or Get Left Behind

Metapack says the second half of 2025 will continue to challenge retailers as rising consumer expectations and increasing competition force a rethink of logistics, technology, and the overall customer experience.

To combat these pressures Metapack says successful retail brand are using data to predict points of failure, anticipating consumer buying preferences—both what they want to buy and how they want to do so—and tailoring the post-purchase experience around consumer preferences for communication and behaviours. As shopping journeys become more complex, retailers are connecting online and in-store experiences through shared inventory, flexible returns, and click-and-collect services. Additionally they’re cutting costs and speeding up delivery by automating fulfilment with regional hubs and smart warehouse systems.