One delivery disaster is all it takes: 2 in 3 UK shoppers won’t return after failed delivery

Delivery issues affect more than half of all online shoppers

London, 19 June 2025 - A single poor delivery experience can cost retailers a customer for good. New research from shipping platform Sendcloud reveals that more than half (57%) of UK shoppers encountered a delivery issue in the last three months, and many are unwilling to give retailers a second chance. 

Zero tolerance for delivery failures

Nearly a quarter (23.6%) of UK shoppers reported late deliveries, while 17.9% had parcels left in insecure locations, and 14% received damaged items. Even minor mishaps, such as not receiving tracking updates (11.1%) or inaccurate tracking data (10.8%), were enough to deter shoppers. This emerges from a survey of 1,000 UK consumers, conducted as part of Sendcloud’s E-commerce Delivery Compass 2025.

UK shoppers are drawing a hard line when it comes to delivery reliability. According to the study, over two-thirds (64.3%) said they would not reorder from a retailer after a failed delivery. For many, a damaged parcel (59.4%) or even a delay (33.2%) would be enough to walk away.

No tracking? No trust

When deliveries go wrong, shoppers want answers. Yet communication often falls short. Nearly half (45%) of UK shoppers reported problems tracking their most recent order. For many, it’s a frustrating puzzle:

• 37% are frustrated by receiving updates from multiple sources

• 45.5% regularly check different platforms to piece together the delivery status

• 34.1% say notifications arrive too late to adjust their schedule.

“Online shoppers have a zero-tolerance attitude toward delivery failures, especially when those failures are met with silence,” said Rob van den Heuvel, CEO and Co-founder of Sendcloud. “Retailers invest significant time and money acquiring customers, but one bad delivery experience can undo it all. That’s why it’s essential to stay in control of the delivery journey, with proactive updates and quick responses when things go wrong. Ultimately, loyalty is built only after the checkout.”

Clear, timely updates are essential to earning shoppers’ trust. The vast majority of UK shoppers (85.4%) expect to be notified immediately if there’s a delay with their order. When packages are delayed without explanation, 83.2% say they feel frustrated. If something goes wrong, 91% want a simple, direct way to reach customer support. 

About the E-commerce Delivery Compass

The E-commerce Delivery Compass is Sendcloud’s annual consumer research that provides valuable insights into delivery preferences across Europe. The 2025 edition surveyed 8,000 consumers across eight countries: The Netherlands, Belgium, France, Germany, Austria, Italy, Spain, and the UK. It helps retailers understand evolving expectations, identify pain points, and uncover opportunities to improve the delivery experience. For more information, visit www.sendcloud.com/ecommerce-delivery-compass.

About Sendcloud

Sendcloud is Europe’s leading shipping platform that empowers e-commerce merchants to scale their shipping operations effortlessly and deliver a customer-first experience. 

Through its connected suite of tools, Sendcloud centralises and automates the entire shipping process, from label creation to branded tracking, support automation, and returns. This enables retailers, marketplaces, and fulfilment companies to stay ahead of consumer demands.

Founded in 2012, Sendcloud was born from a genuine need to create a level playing field for all e-commerce merchants. Backed by Softbank and trusted by 25,000+ companies across Europe, Sendcloud has the vision to solve shipping globally.