Service, discretion and trust: what consumers expect in 2025

More than 70% of consumers avoid retailers after hearing about negative delivery experiences — trust is fragile and must be earned.

In 2025, “service” in e-commerce is defined by much more than delivery speed. It is about trust, built through discretion, transparency and a consistent customer experience.

Service as a promise

Research shows that 72% of consumers abandon purchases when shipping information is unclear Shipbob. Customers expect:

• predictable delivery times,
• accessible customer support,
• and a simple, fair return process.

Discretion and security

For categories like FMCG, health and lifestyle, consumers also expect discretion. Neutral packaging, respect for privacy and transparent handling of data are becoming baseline expectations. The YouGov UK Delivery Report 2025 highlights that customers link discretion directly with brand trust.

Quality and information

McKinsey’s State of Consumer Trends 2025 notes that shoppers demand clear, reliable product information and realistic delivery promises mckinsey. Overpromising or vague descriptions erode trust quickly.

Trust is fragile

According to Ecommerce Age (2025), over 70% of UK consumers are less likely to shop with a retailer after hearing about negative delivery experiences ecommerceceage. It shows how sensitive trust is in the digital marketplace.

Building long-term relationships

Service, discretion and quality are no longer “nice to have” — they are the pillars of modern e-commerce. Retailers who consistently deliver on these expectations will not only gain customers, but keep them.