Shoppers want AI to tailor delivery fees at checkout
Thu, 30th Apr 2026 (Yesterday)
Ingrid's latest consumer research found that shoppers want AI to make delivery charges and fulfilment options more responsive at checkout. The survey covered more than 1,000 shoppers.
Three quarters of respondents expect AI to adjust delivery fees in real time based on factors such as demand and carrier capacity. Another 28% want charges personalised according to order value and how often they shop.
The findings point to rising expectations for AI in online retail beyond product recommendations. Shoppers increasingly want the same technology to shape practical delivery terms, including cost and the range of options presented before purchase.
On fulfilment, 69% of those surveyed want AI to present delivery options such as out-of-home collection, express delivery or named-day services based on their preferences or cost. A further 63% expect AI-led personalisation of fulfilment options based on previous purchasing patterns or preferences.
That shift comes as retailers face continued pressure to balance delivery costs with conversion rates at checkout. Delivery charges remain a sensitive part of eCommerce transactions, and the data suggests many shoppers now expect those charges to vary in ways that reflect both network conditions and their value to a retailer.
Checkout expectations
Ingrid's figures also indicate that delivery is becoming more central to AI-assisted shopping journeys. Some 61% of shoppers see dynamic delivery options within AI-led shopping flows as an important factor in whether they complete a purchase.
Fulfilment information also appears to be becoming more prominent earlier in the buying process. The research found that 62% of respondents now treat delivery information, including speed and location, as a main search criterion when interacting with AI platforms, alongside product descriptions.
That matters for retailers investing in AI tools across eCommerce, customer service and merchandising. While much of the focus has been on discovery and recommendation, the survey suggests consumers also want AI to influence the final stages of a transaction, where delivery pricing and service choice can determine whether a basket converts.
Retailers have long used segmentation, loyalty data and operational constraints to shape fulfilment offers, but consumers appear more open to visible changes at checkout if they are relevant to the order or current delivery conditions. The findings also suggest shoppers may accept greater variation in fees if the process feels more tailored or practical.
Industry response
Piotr Zaleski, founder and CPTO of Ingrid, commented on the trend in fulfilment.
"Dynamic delivery offerings underpin the next fulfilment frontier. AI is moving from recommendation to action, and that shift will reshape commerce and delivery faster than most retailers realise," he said.
Ingrid sells delivery software to retailers and brands and says it has processed more than 200 million orders across more than 170 markets. Its platform is used by more than 250 retailers and brands, including Paul Smith, ME+EM, Ellis Brigham, GANT, OSPREY LONDON and NA-KD.
The broader implication of the survey is that shoppers now expect AI to be involved not only in what they buy, but also in how purchases are delivered and priced. For retailers, that raises questions about how far checkout systems, delivery partners and pricing models can support more adaptive fulfilment decisions in real time.
Among the clearest findings was demand for variable delivery pricing linked to operational conditions, with 75% of respondents saying they want fees to adapt in real time to demand and carrier capacity.