A growing mismatch between UK retailer strategy and shopper needs is driving online cart abandonment, according to new research* commissioned by ecommerce agency Quickfire Digital. The research suggests that, although loyalty and AI are still top of retailer focus in 2026, there is a drain in completion of transactions, resulting from the most basic stage of the customer journey failing to provide what customers are looking for.
Drawing on independent surveys of both consumers and ecommerce retailers, more than half of shoppers (54%) were found to abandon online purchases due to high delivery fees, while a further 37% admitted walking away because of complicated checkout processes.
In contrast, only 17% said they abandon purchases because a competitor offers a better loyalty or rewards programme – that’s despite nearly half of retailers (46%) prioritising investment in customer loyalty and retention.
Meanwhile, 42% of retailers surveyed say they aren’t prioritising enhancing customer experience (CX) this year, with the focus instead on other strategic initiatives.
In fact, current retailer priorities include expanding the use of AI/automation (46%) and adopting further AI use to drive revenue (52%); investments that shoppers say add little value to their immediate buying experience.
The research also highlights important insight for retailers in relation to consumer appetite for AI.. Shoppers are highly selective in their expectations about AI interaction and are most receptive to features that remove friction from the buying process, with 33% valuing automated returns and refund systems, 31% appreciating AI-powered chat or customer support, and 30% using visual search tools.
At the same time, retailer push towards sales-led AI personalisation appears to be losing impact. Fewer than a quarter of consumers say they like tailored product recommendations or “you might also like” suggestions (24%), and only 20% like personalised offer notifications.
Martin Harper, Co-founder of Quickfire commented: “Our statistics show that there’s an obvious – and avoidable – disconnect happening in the industry right now. Retailers are investing heavily in loyalty schemes and AI initiatives, but these efforts are often missing the mark. For shoppers to become loyal, they have to have had a good experience with a retailer to incentivise them to develop loyalty with a brand. The research indicates that shoppers don’t care about another points programme or recommendation carousel if the checkout is clunky or delivery costs are too high. The data is clear – practical improvements win over flashy strategies every time. Although enhancing CX is on the mind of many (58%), that still leaves a huge chunk (42%) who are simply not giving it the time and investment it needs.
“2026 is the year these retailers need to put experience first. That means making it effortless for customers to buy, return, and get help, and only using AI and digital tools to genuinely remove friction rather than distract from it. Get the basics right, and everything else will follow.”
