A new report from intelligent delivery platform provider Metapack and the Retail Economics consultancy has revealed that 80% of UK retailers are forecasting growth in online sales in 2026 thanks to the continued adoption of AI technology.
According to the Ecommerce Delivery Benchmark Report 2026, AI is helping to enhance shopping experiences, improve delivery performance and strengthen customer loyalty, with almost half of UK adults under 45 already using AI tools for e-commerce tasks such as product research, price comparison and exploring delivery options. In response, retailers are increasing investment to keep pace, with 90% globally planning to boost spending on AI to optimize e-commerce operations over the next 12-24 months.
Rising use of AI platforms
The report, which surveyed over 8,000 consumers and 400 retailers across eight international markets, revealed that globally, 78% of consumers used AI tools such as ChatGPT in the past 12 months, rising to 93% among those under 35.
“AI is changing the way people find, choose and buy products, as well as how they are delivered,” said Al Ko, the CEO of Auctane, Metapack’s parent company. “Retailers who adopt AI now will get ahead. Those who hesitate will fall behind as AI reshapes every part of retail, from discovery to delivery.”
According to the study, UK consumers are the most confident in Europe when it comes to AI-assisted e-commerce, with almost two-thirds (64%) expressing trust in AI tools. The study also reported that retailers are increasingly using AI to optimize product discovery and fulfillment, and improve warehouse efficiency and delivery speed, to directly impact customer satisfaction and online sales growth.
However, the report also shows that AI adoption remains uneven, with 36% of European retailers citing keeping pace with AI and emerging technologies as a major challenge for their businesses in 2026, compared with 33% in North America.
“AI is reshaping retail strategy, not just the customer experience,” said Richard Lim, the CEO of Retail Economics. “Retailers clearly see the potential across conversion, delivery and customer experience, and consumers are increasingly comfortable with AI playing a role in how they shop. In 2026, the focus shifts from experimentation to execution, where success will be shaped by how effectively retailers can embed AI into their data, systems and everyday operations.”
Assisting with delivery
According to Metapack, delivery performance has shifted from a differentiator to a baseline expectation in the new AI-driven shopping era. Most UK shoppers now expect two-day delivery as standard, without paying extra, and retailers are increasingly turning to AI to improve delivery execution. The report shows that 38% of European firms identify speed, tracking and proactive communication as the areas where AI can deliver the greatest impact. This is particularly critical for high-value AI delegators (affluent, time-poor shoppers who are happy to let AI take the lead), who make up 17% of shoppers and prioritize fast next-day or paid same-day delivery, highlighting how intelligent fulfillment can directly drive revenue and loyalty.
To discover more insights from the report, download it here