UK Shoppers Want More Delivery Notifications From Brands

Among UK online adults surveyed in Forrester’s February 2025 Consumer Pulse Survey, 82% agree that the notifications they receive from brands, including delivery updates and order status, are helpful, and 65% wish that they had more information about their order before it arrives. Savvy brands in the UK will provide more proactive communication with customers to manage delivery expectations, build customer loyalty and trust, and reduce the incidence of “Where is my order?” (WISMO) inquiries that customer service organizations otherwise must handle. This is a snapshot of Forrester’s consumer data on UK online adults’ attitudes toward their shopping experiences.