80% of UK retailers are forecasting accelerated digital sales growth in 2026, as wider adoption of AI enhances CX and delivery performance to increase customer loyalty, new data from Metapack shows.

Research from more than 8,000 consumers and 400 retailers in its Ecommerce Delivery Benchmark Report 2026, produced in partnership with Retail Economics, examines how AI is transforming shopping journeys and how retailers are shaping their tech investments in response.

The report found that almost half of UK adults under 45 already use AI tools for product research, price comparisons and exploring delivery options. In parallel, 90% of retailers globally plan to increase spending on AI to optimise ecommerce operations over the next 12 to 24 months. 

“AI is changing the way people find, choose and buy products, as well as how they are delivered,” said Al Ko, CEO of Auctane, Metapack’s parent company. “Retailers who adopt AI now will get ahead. Those who hesitate will fall behind as AI reshapes every part of retail, from discovery to delivery.” 

UK shoppers among Europe’s most confident AI users

Globally, 78% of consumers had used AI tools in the past 12 months, rising to 93% among those aged under 35. In the UK, nearly a third (30%) are open to AI acting as a personal shopping agent – recommending products, checking delivery and returns options, and making certain purchases on their behalf once preferences are set.

As a result, chat-based platforms are emerging as a major retail channel, generating more than 50million monthly shopping-intent visits in the UK, placing them alongside the country’s biggest ecommerce sites.

Across the eight international markets surveyed, UK consumers stand out as the most confident in Europe when it comes adopting AI-assisted ecommerce, with 64% expressing trust in AI shopping tools.

Four AI-driven shopper personas emerge

The report identifies four distinct AI-driven shopper personas, reflecting how consumers are adopting AI in different ways across thei shopping journeys.

1. AI Collaborators (30%): Young, digitally-savvy shoppers who use AI frequently as a trusted co-shopper, exploring options and comparing choices while retaining final control
2. AI Selectors (30%): Typically older consumers who engage with AI occasionally for information or reassurance, viewing it as a helpful assistant rather than a decision-maker
3. AI Sceptics (23%): Cost-focused shoppers who have limited use of AI, prioritising low delivery prices over speed or innovation
4. AI Delegators (17% of shoppers): Affluent, time-poor shoppers – often Millennials – who are comfortable letting AI take the lead, including discovering, comparing and purchasing products on their behalf.

Looking ahead, by 2030 nearly half of shoppers (48%) expect AI to act as a helpful assistant across buying journeys, while a further quarter (25%) anticipate it evolving into a trusted co-shopper that automates some decisions.

Retailers face adoption challenges

Retailers see AI as a key lever for growth – but adoption remains uneven – the report found.

More than a third of European retailers (36%) cite keeping pace with AI and emerging technologies as a major challenge for 2026, compared with 33% in North America. 

Larger retailers (£500m+ turnover) are more likely to point to skills gaps and the complexity of integrating AI with legacy systems (54%), while smaller firms (under £100m turnover) cite high development costs (35%) and data security or compliance concerns.

“AI is reshaping retail strategy, not just CX,” said Richard Lim, CEO of Retail Economics. “Retailers clearly see the potential across conversion, delivery and experience, and consumers are increasingly comfortable with AI playing a role in how they shop.”

“In 2026, the focus shifts from experimentation to execution, where success will be shaped by how effectively retailers can embed AI into their data, systems and everyday operations,” Lim added.

Delivery becomes the baseline

In the AI-driven shopping era, delivery performance has shifted from a differentiator to a baseline expectation.

Most UK shoppers now expect two-day delivery as standard, without having to pay extra. For faster or more convenient delivery on a typical £30–£50 order, £5–£8 is viewed as the optimum price range, with higher fees seen as ‘poor value’ and more likely to deter purchases.

Even as expectations continue to rise, cost remains the top delivery priority for 36% of global shoppers. To meet these demands at scale, retailers are increasingly turning to AI to improve delivery execution, with 38% of European firms identifying speed, tracking and proactive communication as the areas where AI can deliver the greatest impact.