UK online retailers exceeded customer expectations with fast and free delivery options over the Christmas shopping period, according to a new Accenture Strategy study.

For the research, 50 UK retailers, including bricks and mortar, e-commerce and department stores, were measured on their ability to fulfil customer orders over the Christmas period.

Amazon was ranked top for delivering a seamless customer experience and exceeding shipping promises over Christmas, followed by Argos, Beauty Bay and Boohoo. Missguided, New Look and White Stuff also gained top 10 spots.

Some 86 per cent of surveyed retailers offered a free delivery option over the Christmas period, with half offering the option for Click and Collect customers, rather than home deliveries. Two thirds of retailers offered a free standard delivery options to homes, but the majority (73 per cent) of these retailers only did so if customers met a minimum spend threshold.

The average cost of same-day delivery over the Christmas period was £8.13 – 40 per cent higher than next-day delivery (£5.80). Just 12 per cent of retailers offered this option, a four per cent increase on 2016.

Siobhán Géhin, managing director at Kurt Salmon, part of Accenture Strategy, said: “Many UK e-tailers outperformed their bricks-and-mortar counterparts this Christmas when it came to speedy shipping, with deliveries taking on average 2.6 days compared to 3.4 days respectively.

“They gave themselves added flexibility during the busy period with shipping date ranges, but the majority delivered for customers much earlier than promised,” she continued. “E-tailers also offered lower delivery charges for home deliveries on average, reflecting how many retailers are struggling to effectively manage logistics and fulfilment costs for last mile delivery.”

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