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Price dominates decision-making across all segments when UK shoppers choose online retailers in 2026, with best overall price cited by of light online users, of medium users, of heavy users, and of non-users — making it the clear leading factor regardless of shopping intensity. Free or low-cost shipping follows as the second-ranked driver, but the gap between light users () and non-users () signals that habitual shoppers have grown accustomed to delivery perks as a baseline expectation.
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