![[Interview] Clarity, Convenience and the UK Online Shopper](https://www.theretailbulletin.com/wp-content/uploads/2026/03/whistl-press-march26.jpg)
[Interview] Clarity, Convenience and the UK Online Shopper
As eCommerce continues to evolve, UK online shoppers are demanding more clarity, confidence and convenience at every stage of the journey. To unpack the latest findings from Whistl’s Ecommerce in 2026 consumer research, we sat down with Michael Boulton, Commercial Director at Whistl Fulfilment, who shares what retailers must do to stay ahead.
Q: The research report opens by highlighting a major shift in what matters most to online shoppers. What stands out to you?
A: What I find most striking is how consumer priorities have matured. For years, consumers have said that delivery cost and speed are the biggest influences on whether they hit the ‘buy’ button. However, our research has shown that having a ‘clear returns policy’ is now considered to be the most important delivery factor.
This tells us something important: shoppers aren’t simply chasing “fast and cheap.” They’re looking for certainty, with greater transparency and visibility a huge trust signal.
Q: Generational differences are a major theme. How do behaviours vary?
A: It’s clear that Gen Z and Millennials are the main driving force for UK eCommerce growth, buying 4.6 and 5.3 items per month respectively, far outpacing Baby Boomers at 2.4 items.
Younger shoppers also engage more with alternative delivery models, as well as a wider range of customer support channels and online return methods.
For example, over half of Gen-Z and Millennials now use parcel lockers at least a few times a year, while their older counterparts tend to stick to more traditional options.
Q: The report also highlights sustainability as a growing motivator. Has this become mainstream?
A: Absolutely. Our research has shown that eco-priorities are very much top of mind and our own Environmental, Social and Governance policy has been designed to meet these demands. The importance of receiving consolidated deliveries has grown for 62% of shoppers, and 58% say recyclable packaging matters more than it did 12 months ago.
What’s especially interesting is the paradox surrounding our Sustainability Shoppers segment. This cohort buys most frequently at 6.5 purchases per month. Yet they are also the group demanding more eco-aligned delivery and returns. Sustainability Shoppers also value clear returns policies even more than average (70%) and strongly favour options like click & collect to reduce emissions.
Q: The research explores emerging technologies such as AI, AR, and social commerce. How influential are these becoming?
A: They’re moving quickly from novelty to norm. One in three Gen Z and Millennials who use Generative AI (GenAI) have purchased based on AI recommendations, most often in categories like electronics and fashion.
There’s also growing receptiveness: 41% of all shoppers say they would likely buy a product that an AI tool recommended if it matched their needs.
AR/VR experiences are similarly coming into the mainstream. Around half of Gen Z and Millennials have already tried virtual try-ons or AR product previews. The experiences are overwhelmingly positive, with 7 in 10 users stating they were engaging or helpful.
Meanwhile, social commerce remains incredibly powerful for younger cohorts: 61% of Social Media Shoppers have purchased based on TikTok advertising, with YouTube more influential than Facebook, according to Gen Z shoppers.
Q: Delivery and returns still dominate the customer experience conversation. What’s the biggest takeaway for retailers?
A: Choice and clarity matter more than speed alone. Home delivery is still dominant, but younger generations want flexibility, including deliveries and returns via lockers and collection points, express options and same-day deliveries.
However, the biggest loyalty lever is still returns. While 66% of shoppers want free returns, Gen Z and Millennials prioritise faster refunds (over 50%) more so than older age groups. They also appreciate no print returns and local drop-off convenience.
Retailers should be modernising returns processes with:
- Frictionless, label free returns
- Faster refund workflows
- Expanded locker and collection point partnerships
Q: Across all this complexity, what will define the leaders in eCommerce in 2026?
A: The winners will be retailers who see clarity and convenience not as add‑ons, but as core pillars of their brand promise.
That means:
- Providing transparent and fair returns policies
- Offering a broad range of delivery options to suit different needs
- Trusted reviews and recommendations across discovery touchpoints
- Human centred customer support
Above all, it means recognising that online shoppers are no longer one audience. They are a patchwork of generations, behaviours, priorities, and values.
Retailers that design with that diversity in mind will shape the next era of eCommerce.
Q: Finally, how do logistics businesses like Whistl help eCommerce brands meet these changing demands?
A: At Whistl, our role is to help brands navigate this rising complexity by turning fulfilment and delivery into a competitive advantage. We are in a unique position to do so as our suite of solutions encompasses eCommerce marketing, mail and parcel delivery management, 3PL fulfilment solutions, outsourced customer service, and even product sampling. This breadth of expertise helps retailers meet expectations across the entire customer journey.
Ultimately, what we do gives brands the delivery agility of a disruptor, with the scale and buying power to remain cost-effective. From a consumer point of view, we are delivering services that enhance trust and ensure shoppers feel supported, informed and in control.
Download the full report to learn more about what matters most to the UK’s online shoppers and how buying behaviour is shifting.
