Securing online orders: delivery security a key consideration in online conversions


Confidence in delivery security and offering secure delivery options are key drivers of online conversions, a new report by Sorted, the delivery experience company, reveals.

Original research of 2,000 UK shoppers, overlaid with a survey of 50 retail leaders, in Sorted’s latest Delivery Battleground Report shows that while 39% said secure delivery was a key factor when placing an online order, 60% of retailers still allow carriers to leave goods in insecure locations.

Almost half (48%) of shoppers said the ability to designate a ‘safe place’ for their online order would improve their delivery experience.  Yet, over half (58%) of retailers’ track deliveries at multiple touchpoints to ensure security in the fulfilment process.  And, only a third (30%) of retailers asked for an alternative delivery location in the event of an unsuccessful initial delivery.

Andrew Hill, sales director at Sorted, commented: “Last mile innovation has been evolving at pace in a bid to keep up with shoppers’ demands around quick and convenient delivery. But, in the race for fast, flexible fulfilment, retailers mustn’t forget the fundamental factors around security can make or break a buying decision. With Amazon key making headlines, consumers want new ways to accept or authenticate orders. Indeed, our latest research shows – one in ten (10%) of shoppers want biometrics instead of having to sign for parcels – as well as assurances their order will be left in a secured location.”