Service and trust in the UK digital marketplace

Over 70% of UK consumers are less likely to shop with a retailer after hearing about a negative delivery experience.

For British consumers, trust in e-commerce is fragile. Winning it requires more than fast delivery — it demands discretion, transparency and reliable service at every step.

Service is more than speed

Service in 2025 means:

• clear delivery times and reliable logistics,
• accessible customer support,
• and return processes that are simple and fair.

McKinsey’s State of Consumer Trends 2025 confirms that friction in returns or unclear shipping drives customers away.

Discretion as a standard

In categories such as FMCG, health or lifestyle, UK consumers expect neutral packaging and full respect for privacy. According to YouGov (2025), discretion is no longer optional — it is a core part of service quality.

Security and payments

Barclaycard and IMRG data show that security is central to trust. Whether customers pay with debit, credit or BNPL services, they expect transparency and protection from fraud.

The impact of bad experiences

Ecommerce Age reports that over 70% of UK consumers are less likely to shop with a retailer after hearing about a negative delivery experience source. Word-of-mouth and reviews amplify every failure.

Building loyalty

To succeed in the UK, retailers must combine discretion, service and security into one seamless promise. Those who deliver on these expectations will not only gain trust, but keep it.