UK ecommerce retailers will widen their adoption of artificial intelligence (AI) to include solutions that improve and streamline post-purchase experience in 2025.
This is according to research of more than 50 UK retailers conducted in partnership by Scurri, the next-generation delivery management and post-purchase experience software provider, and IMRG, the UK’s Ecommerce Association.
As UK retailers’ adoption of AI becomes increasingly ubiquitous, use cases of automation within retail operations continue to expand at pace to reflect both consumer demands for AI in shopping journeys as well as the need to drive operational efficiencies within businesses. In 2024, the top AI technologies utilised by UK online retailers included: Gen AI for translations and copy writing – 57%; AI trained and powered customer service chat bots – 43%; gen AI for marketing content – 33%; AI informed product search – 31%; and AI for cleaning and enriching product data – 25%.
In 2025, a third (33%) of UK retailers polled said they would expand AI use roadmaps to enhance customers’ post-purchase experience in response to the rising issue of ‘where is my order’ (WISMO) enquiries. WISMOs are now the number one question online retailers are asked by customers post-purchase, creating a CX-draining bugbear for shoppers as well as time-intensive operational burden on retailers’ customer service and contact-centre teams.
| Current AI adoption by UK online retailers in 2024 | Planned AI adoption by UK online retailers in 2025 |
| 1. Gen AI for translations and copy writing – 57% | 1. AI to support marketing– 75% |
| 2. AI trained and powered customer service chat bots – 43% | 2. AI delivered customer service – 68% |
| 3. Gen AI for marketing content – 33% | 3. AI powered product information management – 42% |
| 4. AI informed product search – 31% | 4. AI enhanced post-purchase experience – 33% |
| 5. AI for cleaning and enriching product data – 25% | 5. AI powered replenishment – 9% |
This change reflects an increasing consumer demand for ‘always on’ post-purchase communications. Scurri research reveals 73% of UK consumers want an instantaneous response to their WISMO queries rather than having to wait for a call back or email, while a further 80% want customer services teams to have access to courier and delivery data so they can provide accurate order status updates. Six in ten (58%) of shoppers would be happy to interact with an AI-powered digital assistant if it meant getting a quicker response to WISMO enquiries.
The top five factors driving UK retailers’ adoption of AI were business efficiency (62%), competitive advantage (43%), the need for quality customer service and marketing efficiency (both 38%) and order accuracy (29%).
Rory O’Connor, founder & CEO of Scurri commented: “As UK ecommerce brands and retailers compete for share of wallet, customer experience – both pre-and post-purchase – is increasingly the defining factor in driving repeat purchase and customer loyalty. But this is often costly and resource intensive.”
“By integrating AI-powered post-purchase solutions into customer service platforms, alongside the utilisation of carrier data, online retailers and brands can answer the great majority of WISMO queries effectively, reducing the involvement of customer service teams while providing the timely and accurate responses needed to keep customers informed and happy.”
For further insights into how AI will continue to shape both post-purchase and delivery experiences in ecommerce, download Scurri’s latest report: AI in retail delivery and post purchase.
Methodology: IMRG conducted six surveys of its UK retailer membership during IMRG members only online webinars in August 2024. A total of 211 responses were recorded across all 6 surveys. Additionally, Scurri carried out online research of 1000 UK adults online in October 2024.
About Scurri:
Scurri provides a Delivery Management platform that connects and optimises the online ordering, shipping and delivery process for online retailers. Scurri is an Irish company, which has raised €15.3 million to date, following a €9 million investment to accelerate growth in the European markets in 2021. Fuelled by the growth in online shopping in the UK and Ireland, the company has opened offices in London, and the Scurri technology now manages in excess of 100 million parcel deliveries annually for eCommerce merchants including The Perfume Shop, Gousto, Butternut Box and Bulk Powders to name a few and are integrated with delivery partners such as UPS, Royal Mail, An Post, HIVED, DHL, TNT, DPD, Yodel, Evri and many more.
