The main reason people don't buy online in Europe
The main reason people don't buy online in Europe
Almost half of European shoppers have cancelled an order due to delivery issues. This is not down to the price or quality of the goods - the reason lies specifically in logistics. This conclusion is drawn in the ‘E-commerce Delivery Compass 2026’ report, based on a survey of 8,000 consumers across eight European countries. We’ll discuss the findings in a new post on the Selpway Cyprus blog.
According to the survey results, 48.17 per cent of shoppers in Europe abandoned their shopping baskets specifically because of delivery issues. In Spain, this figure reaches 55.73 per cent, and in the UK, 54.52 per cent. Moreover, for one in five shoppers (20.32 per cent), this happened two or three times per quarter.
The main reason for abandoning a purchase is not the high cost of delivery, but its unpredictability. 40.7 per cent of respondents cited unexpected costs, which only appear on the checkout screen, as the key factor in abandoning a purchase. Experts describe this not as a logistical issue, but as a UX problem: the customer decides to make a purchase, only to be confronted with hidden costs.
Contrary to popular belief, speed is not the top priority, according to managers at Selpway Trading. Although 36.9 per cent of shoppers expect delivery within 2–3 days, when choosing between free and paid express delivery, 71.76 per cent prefer the free option, provided it comes with a clear delivery date. The availability of delivery options has a direct impact on conversion rates: half of those surveyed (50.51 per cent) are more likely to complete a purchase if they can choose their delivery method. In France, this figure rises to 72.16 per cent, and in Spain to 70.72 per cent.
The main reason for abandoning a purchase is not the high cost of delivery, but its unpredictability. 40.7 per cent of respondents cited unexpected costs, which only appear on the checkout screen, as the key factor in abandoning a purchase. Experts describe this not as a logistical issue, but as a UX problem: the customer decides to make a purchase, only to be confronted with hidden costs.
Contrary to popular belief, speed is not the top priority, according to managers at Selpway Trading. Although 36.9 per cent of shoppers expect delivery within 2–3 days, when choosing between free and paid express delivery, 71.76 per cent prefer the free option, provided it comes with a clear delivery date. The availability of delivery options has a direct impact on conversion rates: half of those surveyed (50.51 per cent) are more likely to complete a purchase if they can choose their delivery method. In France, this figure rises to 72.16 per cent, and in Spain to 70.72 per cent.
Delivery determines the fate of the shopping basket
The problems do not end at the order placement stage. 77.07 per cent of European shoppers encountered at least one issue with their most recent delivery – delays, rescheduled delivery dates, confusion with tracking, or damage to the parcel. This means that only around one in four deliveries goes smoothly, according to SELPWAY experts.
The consequences for businesses are significant: 29.06 per cent of shoppers refused to place a repeat order with the shop following a failed delivery. At the same time, 42.46 per cent hold the shop specifically responsible for the problem, even if the delivery was carried out by a third-party courier service. In the Netherlands, this figure reaches 50.91 per cent.
Meanwhile, international trade continues to grow: 64.09 per cent of European shoppers have ordered goods from other countries over the past six months. Asian platforms such as Temu and Shein remain the leading sources of international purchases, having set a new standard for expectations regarding free and lengthy delivery times. However, barriers remain: shoppers are put off by higher delivery costs, unpredictable customs duties and complex returns policies.
The consequences for businesses are significant: 29.06 per cent of shoppers refused to place a repeat order with the shop following a failed delivery. At the same time, 42.46 per cent hold the shop specifically responsible for the problem, even if the delivery was carried out by a third-party courier service. In the Netherlands, this figure reaches 50.91 per cent.
Meanwhile, international trade continues to grow: 64.09 per cent of European shoppers have ordered goods from other countries over the past six months. Asian platforms such as Temu and Shein remain the leading sources of international purchases, having set a new standard for expectations regarding free and lengthy delivery times. However, barriers remain: shoppers are put off by higher delivery costs, unpredictable customs duties and complex returns policies.
Post-purchase experience and growth in international orders
The report’s authors emphasise that the barriers to e-commerce growth in Europe are not logistical, but rather relate to information. Transparency during the ordering process, proactive notifications about delays and a clear returns policy are significantly cheaper than losing customers due to uncertainty.
Do you need advice and support to grow your business? Selpway Trading can help you achieve your goals. You can find our contact details here: https://selpway.com/en/contacts
Do you need advice and support to grow your business? Selpway Trading can help you achieve your goals. You can find our contact details here: https://selpway.com/en/contacts