Written by
William Geldart
Content Manager
UK shoppers are clearer than ever about what they expect from the retail customer experience. They want retailers to listen, keep things simple, and make every touchpoint - from checkout to delivery and online customer service - feel effortless.
Our research, Ecommerce in 2026: The Search for Clarity and Convenience, provides powerful insights into how to build trust and loyalty in a fast-moving market.
Why does this matter?
Customer expectations have evolved dramatically. People still care about quick delivery, but they now place just as much value on visibility, reassurance and fairness.
As highlighted by the research, a clear returns policy is now the most important delivery factor.
Meanwhile, transparent communication and dependable support channels are no longer “nice to haves”. They’re essential parts of a positive retail customer service experience.
In this article we’ve highlighted the massive opportunity for retailers to stand out by being human, helpful and consistent.
Retail Customer Experience: The Key Takeaways
The latest data reveals several themes shaping today’s retail customer experience:
- Live chat and email are the preferred online customer service channels for most age groups.
- But 3 in 5 online shoppers report difficulty reaching a human agent when they need assistance.
- Slow response times frustrate Gen Z (54%) and Millennials (50%) far more than Gen X (30%) and Baby Boomers (31%).
- Baby Boomers report more positive customer experiences, compared to younger generations.
- The rise of the pop-up store is helping online brands connect more closely with customers.
How Online Shoppers Want to Access Retail Customer Service
When shoppers need help, they want reassurance, quick resolutions and to know their concerns have been acknowledged.
Our findings show that Gen Z and Millennials are more likely to gravitate towards a mix of customer service channels, while older generations tend to lean on phone and email support.
Live chat is the most preferred way of accessing retail customer service across our total sample, with Millennials (67%), Gen Z (62%) and Gen X (60%) strongly in favour. Just over a third of Boomers (37%) prefer this method.
Email support has a more even spread. Over half of Gen Z (56%) listed email as a preferred channel, compared to 40% of Baby Boomers.
Likewise, phone support enjoys universal appeal. This ranges from 49% of Millennials to 43% of Gen Z and Baby Boomers, highlighting the importance of having a strong call handling service.
However, the contrasts are starker when evaluating preferences for self-service and social media messaging options.
Around a quarter of Gen Z respondents favour these channels, compared to just 9% of Boomers using self-service and 2% opting for social media.
What are the Biggest Frustrations with Customer Experience?
We asked our panel of 1,000 UK online shoppers to pick three options from our list of customer service frustrations.
Based on the total sample, here’s how the results stacked up:
1. Difficulty reaching a human agent (61%)
2. Unhelpful or scripted replies (43%)
3. Slow response times (43%)
4. Limited hours of contact (29%)
5. Lack of resolution or follow-up (27%)
6. Confusing policies (13%)
The number one bugbear is felt across all age groups and shopper types, highlighting the need for multi-channel, human-centric support. Similarly, there is an equal split amongst those annoyed by unhelpful or scripted replies.
However, younger shoppers get more irritated than their older counterparts when it comes to certain issues.
54% of Gen Z and 50% of Millennials lament slow response times, compared to 39% and 31% of Gen X and Baby Boomers respectively.
Meanwhile, only 17% of Boomers cited ‘lack of resolution or follow-up’ as a frustration, with 35% of Millennials having this on their hit list.
Deliveries, Returns and the Impact on Customer Experience
In a wider context, we’ve highlighted some of the biggest frustrations with online shopping elsewhere. Each has an impact on the customer experience.
As a reminder, high delivery fees, damaged or lost items, and missed deliveries rank as the top three frustrations with online shopping.
The way retailers manage online returns is another core part of CX with these moments capable of making or breaking customer loyalty.
Only 16% of shoppers told us they find returns ‘very easy’ with the majority (69%) finding returns neither easy nor difficult.
And while two-thirds (66%) want free returns, the remaining suggestions are predominantly service-related.
For example, half of Gen Z (51%) and Millennials (53%) prioritise faster refunds, a desire that is substantially lower among Gen X (35%) and Baby Boomers (27%).
Pop-up Stores and Getting Closer to your Customers
The pop-up store has fast become a powerful tool for online brands. Over a third of UK shoppers have visited one, with younger generations leading the way.
Ultimately, pop-ups offer something digital can’t fully replicate: the chance to touch, test and experience products in person.
For retailers, having a pop-up store also provides the opportunity to create meaningful moments and boost engagement with their brands.
We found that the ‘unique or immersive experience’ created by pop-ups is appealing to over 40% of Gen Z and Millennials.
Meanwhile, 1 in 5 of this cohort also value the opportunity to meet brand founders and influencers.
Summary
Across every part of the journey, customers expect experiences that feel:
- Simple
- Transparent
- Human
- Flexible
- Reliable
Retailers that prioritise these elements, supported by strong retail customer service, flexible delivery options and smooth online returns, are better positioned to earn repeat business.
Download the full report to learn more about the state of the retail customer experience and what today’s shoppers want when buying online.
At Whistl, we bring together delivery management, fulfilment, returns and customer contact solutions to help retailers deliver a joined‑up customer journey that feels supportive, intuitive and easy to navigate.
If you’d like help improving any part of your retail customer experience, get in touch to discuss your options.
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