A new study by JDA and Centiro has revealed that 8 out of every 10 European online shoppers will buy higher value items online when free delivery is an option. The survey included over 8,000 respondents from the UK, Germany, France and Sweden, and also found that 25% would do the same for a same-day delivery option. However, even though the study shows clear evidence of high interest in cheap delivery, half of those questioned said they had experienced an issue with an online order within the past year. Jason Shorrock from JDA said that whilst more retailers are offering faster delivery, “delivering a high level of service in an efficient and profitable manner remains a challenge for many retailers”. He added that whilst “last-mile issues continue to negatively impact the customer experience”, consumers were “willing to exceed order thresholds if it qualifies them for free delivery”.