As consumers have become rapidly accustomed to AI-led purchasing and answer-engine-inspired product discovery, fulfilment flexibility and choice is now emerging as a new ‘make or break’ factor in end-to-end AI shopping journeys, new data from leading delivery intelligence platform, Ingrid, reveals. 

The delivery dynamic

Original research of over 1,000 shoppers by Ingrid showed that delivery options ‘make or break’ buying decisions in agentic buying journeys for six in ten (61%) customers.  Meanwhile, delivery information, such as speed and location, is now the main search criteria for a further 62% of shoppers when interacting with AI shopping interfaces, alongside product descriptions.

Over half even rate delivery choice over product recommendations, with 56% saying that no matter how good product suggestions from agents are, if the AI can’t clearly state delivery information, they will choose another product, increasing to 61% of Millennials.  A further 53% would also abandon their shopping mission entirely if an AI platform couldn’t clearly state delivery options, regardless of how good the product suggestions are.

At the same time, agentic delivery demands are becoming more dynamic, with consumers expecting greater levels of personalisation and real-world data to inform fulfilment choices and charges served within AI purchasing experiences. 

Real-word context to shape fulfilment fees & flexibility

With cost remaining the most important factor for delivery in AI buying decisions, impacting 44% of purchases among UK shoppers, three quarters (75%) now want AI agents to offer more dynamic delivery costs, such as fees calculated based on real-time information. 

Over a quarter (28%) want agentic AI capabilities that personalise fulfilment charges based on their order value or how regularly they shop, offsetting their basket size or brand loyalty against fulfilment fees. 

“Dynamic delivery offering underpins the next AI fulfilment frontier,” said Piotr Zaleski, Founder & CPTO of Ingrid.  “Retailers need to pivot quickly.  AI is moving from recommendation to action, and that shift will reshape commerce and delivery faster than most realise.” 

“Those who fail to adapt risk becoming interchangeable suppliers in systems they don’t control, giving up brand engagement opportunities, sales and even future loyalty.”

Almost seven in ten (69%) also want AI platforms to surface more flexible and fluid delivery options, such as out-of-home (OOH), express or named-day delivery.  A further 63% said they are more likely to make a purchase if AI agents filter personalised fulfilment options, based on their previous purchases or preferences, during the checkout process.