UK retailers betting big on AI inspired growth

METAPACK RELEASED the Ecommerce Delivery Benchmark Report 2026 in partnership with Retail Economics and the report reveals that UK retailers are forecasting online sales growth to accelerate in 2026 as AI adoption expands to enhance shopping experiences and improve delivery performance, strengthening customer loyalty. This optimism is driven by rapid changes in consumer behaviour, with almost half of UK adults under 45 already using AI tools for ecommerce 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 optimise ecommerce operations over the next 12 to 24 months.

The research is based on a survey of over 8,000 consumers and 400 retailers.

“AI is changing the way people find, choose and buy products, as well as how they are delivered,” says Al Ko, 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.”

“AI is reshaping retail strategy, not just the customer experience,” adds Richard Lim, 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.”

AI shopper personas

The report identifies four distinct AI-driven shopper personas, reflecting how consumers are adopting AI in different ways across the shopping journey:

AI Delegators (17% of shoppers): Affluent time-poor shoppers, often Millennials, who are happy letting AI take the lead, using it to discover, compare and even buy products on their behalf to save time and effort.

AI Collaborators (30%): Young, digitally-savvy shoppers who use AI frequently as a trusted co-shopper, leaning on it to explore options and compare choices while retaining final control themselves.

AI Selectors (30%): Typically older consumers who engage with AI occasionally for information or reassurance, seeing it as a helpful assistant rather than a decision-maker.

AI Sceptics (23%): Cost-focused shoppers who make limited use of AI, prioritise low delivery prices over speed or innovation, and stick with familiar shopping habits.