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Research finds 96% of UK consumers are open to brand loyalty, but retailers are underinvesting in delivery, product quality, and returns experiences that encourage it
UK retailers may be investing in initiatives that do not align with consumers’ expectations for brand loyalty, according to new research from ecommerce agency Quickfire Digital. The findings reveal a gap between retailers’ planned priorities and the experiences shoppers say matter most when deciding whether to remain loyal to a brand.
Based on independent surveys of UK consumers and ecommerce retailers, the research found that 96% of consumers are open to being loyal to a brand. However, the factors retailers plan to prioritise do not always reflect the experiences consumers value most.
Delivery, Product Quality, and Returns Lead Consumer Priorities
Fast and reliable delivery was the leading loyalty driver, cited by 47% of consumers, yet only 19% of retailers planned to prioritise it during the year.
Returns presented another significant gap. Nearly one-third of consumers (29%) said free returns would encourage brand loyalty, while just 9% of retailers planned to prioritise returns engagement over the following 12 months.
Product quality was also a key consideration, with 31% of consumers identifying good-quality products as a factor in building loyalty. By comparison, only 16% said loyalty or rewards programmes helped encourage their loyalty to a brand.
Retailers Focus on Pricing and Community Building
Retailers identified competitive pricing as a priority, with 39% planning to focus on it. Community building ranked next at 14%, followed by personalisation at 8%.
However, community building showed the sharpest disconnect between retailer and consumer priorities. While 14% of retailers considered it a priority, only 1% of consumers identified it as important to brand loyalty.
The findings suggest that retailers could benefit from reassessing how they allocate investment across the customer journey, particularly where practical service improvements may have a more direct influence on the shopping experience.
Customer Experience Remains an Opportunity
Quickfire Digital’s research also identified website user experience (UX) and email as the channels currently delivering the strongest engagement for retailers. These established touchpoints could provide opportunities to improve customer experiences and strengthen longer-term relationships.
Martin Harper, co-founder of Quickfire Digital, said consumers remain open to brand loyalty, but retailers need to understand what earns it. He argued that rewards programmes alone may not sustain customer relationships if delivery is unreliable or returns are difficult.
Harper added that fast delivery, quality products, and straightforward returns remain fundamental to creating the conditions for loyalty, despite being longstanding elements of retail service.
Findings From the State of Ecommerce 2026 Report
The findings form part of Quickfire Digital’s State of Ecommerce 2026 report, which examines priorities, challenges, and expectations shaping the UK ecommerce sector.
The independent surveys were conducted by Research Without Barriers (RWB) between 5 and 12 August 2026. The consumer survey covered 2,017 UK adults, while the retailer survey included 206 ecommerce retailers with 10 or more employees.
Quickfire Digital, established in 2017, specialises in ecommerce growth and Shopify Plus, helping brands and retailers improve average order value, retention, customer lifetime value, and conversion rates. The company said it was named a Platinum partner in the Shopify Partner Program earlier in 2026.
