Whistl Finds Only 3% of Consumers are Loyal to Online Retailers

A report from Whistl on the health of the eCommerce sector has found that only 3% of consumers are loyal to online retailers and that 83% of decisions are based on price. 

Whistl Uncovers Online Shopper Habits 

The research was conducted in Q1 2023 and comprised a 1,000-person UK representative panel. The resulting Consumer Research report guides eCommerce retailers on targeting consumers and increasing sales despite economic challenges and low levels of customer loyalty.

For example, while online spending will drop by 3% in 2023, households with an income over £70k are expected to increase online shopping by 8%. Consumers also prioritise delivery cost (54%) over speed (24%) — the price can rise to £5.95 before negatively impacting sale conversion.

Opportunities for business growth include retail subscriptions, with 43% of those surveyed open to the idea. Discounts naturally remain important to enticing new customers when shopping online, desired by 47% of respondents, followed by free delivery (39%).

When looking at media habits, Facebook was the most frequently used social channel, with 61% reportedly using the site every day. By gender, YouTube is favoured by men, while Facebook is more popular among women.

Discover How to Increase Loyalty and Thrive Online

The Consumer Research report also contains online consumer profiles based on demographics, expenditure and attitudes towards spending and online shopping. It also provides insights into consumer behaviour around returns, delivery, subscriptions and social media.

Nick Wells, Executive Chairman at Whistl, commented: “No doubt that the trading environment in the UK is challenging, but it’s important that we help our e-commerce fulfilment customers navigate these times and help them to thrive.

“Our report includes great insight into the current state of the market, but most importantly, profiles of what the consumer is thinking, which e-commerce retailers can use to enhance their online retail operations and grow their businesses.”

Download the Consumer Research report to discover how to increase customer loyalty and continue to thrive online.