For the user, the online shopping experience does not end with placing an order. An important part of the experience only begins with the delivery – its cost, speed, collection point – and also with how easily any issues can be resolved if something goes wrong. The AKOS survey for 2026 shows that delivery plays a significant role in shaping the decision to shop online and in user satisfaction.
Online shopping is, of course, already an established part of shopping habits. Respondents made an average of 4.9 online purchases in the last three months, spending an average of 255 euros in total. Shopping habits are also changing: 63 per cent of users now shop via their mobile phones, which is 11 percentage points more than in 2023.
When it comes to delivery, price is a particularly sensitive issue. 34 per cent of users are often put off making a purchase by delivery costs, 35 per cent are occasionally put off, and a further 8 per cent are always put off. It is therefore no surprise that there is a high expectation of free delivery, with as many as 96 per cent of users expecting it when the order value exceeds a certain amount. On average, this threshold is around 47 euros, with 50 euros being the most commonly mentioned figure by users.
The method of collection is also slowly changing. Home delivery, at 74 per cent, still dominates, but parcel lockers are gaining in importance. Their share has increased from 11 per cent to 16 per cent since 2023, whilst among users aged 18 to 44, around one in four choose a parcel locker as their most common collection point.
At the same time, the overall delivery experience remains positive. The satisfaction index reached 86.8 in 2026, whilst 72 per cent of users have not experienced any of the negative delivery experiences surveyed in the last three months. Over the past year, 7 per cent of users have lodged a complaint about the delivery service.
The full survey reveals in more detail how and where users shop, how much they spend, how they pay, and what they expect from delivery, parcel lockers, returns and complaints. A comparison with previous years also shows how their habits and expectations are gradually changing.
