The UK retail sector started 2025 already under pressure. Rising costs, prolonged customer consideration phases, fractured purchase journeys and global economic uncertainty have forced them to rethink everything from fulfilment strategies to customer acquisition. In the face of these complex challenges, however, a new era of resilience is emerging, powered by AI, diversified channels, smarter logistics and a sharper focus on operational efficiency, explains Rory O’Connor, CEO and founder of Scurri
Scurri’s latest report, The Future of Post-Purchase and Delivery, offers a detailed snapshot of how retailers, from mid-market to enterprise, are navigating the storm. The data reveals both the headwinds they face and the strategies being deployed to meet them head-on.
Margin pressure, tech debt and consumer uncertainty
Retailers are experiencing no shortage of pain points. Cybersecurity and fraud risks are top concerns for both enterprise (46%) and mid-market (41%) retailers. Rising labour costs, fuelled by increases in National Insurance and minimum wage, are biting into margins. Trade tariffs and inflation are driving up the cost of goods, especially for mid-market retailers (35%), which are less able to absorb volatility.
Operationally, many retailers continue to struggle with managing inventory across multiple channels (32% mid-market, 30% enterprise), a problem compounded by expensive returns and exchanges. Meanwhile, customer acquisition costs are soaring, loyalty is declining and legacy tech stacks are slowing innovation.
Retailers are clearly having to do more with less. But those investing in delivery infrastructure, international fulfilment capabilities and post-purchase customer engagement are starting to see these challenges not just as risks but as levers for competitive advantage.
Efficiency, AI and customer experience
Despite the tough environment, across the board, brands are dealing with the challenges of transformation and AI and technology adoption are a key priority. Enterprise retailers are betting on AI to boost both efficiency and customer experience (46% for each), while mid-market businesses are using it to expand sales channels and better utilise data (42%). Automation is helping to streamline operations and personalise experiences at scale.
Efficiency and cost control are also high on the agenda, with 38% of mid-market and 41% of enterprise retailers focusing on reducing overheads while protecting margins.
Notably, sustainability is becoming non-negotiable, particularly for mid-market players (48%). Regulatory pressure, along with consumer expectations, is pushing retailers to rethink packaging, delivery methods and supplier relationships.
Retailers are also accelerating channel diversification, with plans to expand social commerce (41% mid-market, 30% enterprise) and direct-to-consumer offerings. The aim is to meet customers wherever they are, whether on Instagram, TikTok Shop, marketplaces or their own websites.
Delivery and post-purchase
What was once a backend function has now moved to the frontline. Delivery and post-purchase are no longer just operational touchpoints; they’re core to brand experience and customer loyalty.
Retailers are realising that poor delivery experiences can erase the impact of great marketing, while frictionless, branded and transparent post-purchase journeys boost retention and lifetime value. Yet 28% still report difficulties engaging customers post-purchase, suggesting a gap between strategy and execution.
Customer expectations have evolved. Speed, cost and clear tracking information are table stakes, but many retailers are failing to meet these expectations early in the buying journey. For instance, only 14% of mid-market retailers provide delivery information on the product page, despite 31% of customers wanting it at that stage. Enterprises fare slightly better but still fall short. The opportunity is to bring delivery information forward in the journey, not leave it buried at the checkout. The answer is to show speed, cost and sustainability options where they matter, at the point of decision.
Build trust, boost loyalty
Post-purchase communication is also ripe for reinvention. An overwhelming 84% of mid-market and 85% of enterprise retailers agree that this phase is increasingly important. Yet only a minority see its ROI fully.
Customers want proactive, branded updates and full delivery visibility, not generic, third-party messages. In fact, 77% say they’re more confident when updates come from the retailer directly. Smart retailers are integrating AI-driven chatbots (with human fallback), personalised delivery updates and loyalty-boosting offers like discounts for late deliveries.
Security also plays a role. Scam delivery messages are on the rise and unbranded notifications are increasingly seen as suspicious. Branded, trusted comms aren’t just good CX, they cut the risks.
So what does resilience look like in 2025? Looking at smart logistics investment, 37% of retailers prioritised logistics in the past year, with a growing focus on scaling international delivery (26%). And with flexible fulfilment – mid-market retailers are using store networks as local hubs, improving speed and reducing last-mile costs.
Sustainable delivery, while not yet a top customer priority, sees forward-thinking brands embedding eco-options to future-proof operations. And personalised loyalty is being demonstrated through delivery updates and post-purchase emails, both of which are becoming channels for tailored offers and brand storytelling. Above all, resilience means anticipating what customers want, before they ask. It means aligning delivery, fulfilment and service with emerging behaviours, not legacy processes.
Act to plan, plan to act
2025 will reward the retailers who act decisively. It’s not enough to simply patch over existing problems, brands must take a strategic, joined-up approach to delivery, post-purchase and customer experience. That means adopting AI, expanding globally and personalising every touchpoint. But it also means getting the basics right – show delivery info early, communicate clearly and fulfil on promise.
Retail resilience isn’t just about surviving complexity, it’s about converting it into competitive edge. The winners will be those who can plan ahead, act fast and meet the customer with clarity, speed and trust at every stage.
