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Expandly Blog

Superdry Cut Delivery Costs 19% With One Checkout Fix

The change was presentational. Parcel lockers moved from buried option to standalone choice, and a fifth of UK volume followed.

In This Article

01 What Superdry actually changed
02 The numbers behind the saving
03 Why refunds fell so far
04 Why Europe needs separate testing
05 Four checks on your checkout

Key Takeaways

► UK delivery costs fell 19% after a checkout change
► Around 20% of UK volume moved to parcel lockers
► Refund and claims rates fell from 2.1% to 0.5%
► UK-only evidence; EU networks differ by market

Superdry cut its overall UK delivery costs by 19 per cent without renegotiating a carrier contract. The change was to the checkout: parcel locker delivery was presented as a standalone option rather than buried among other choices. About 20 per cent of UK delivery volume moved to lockers as a result, on Superdry and InPost data to 30 April 2026.

19% Reduction in Superdry's overall UK delivery costs after presenting parcel lockers as a standalone checkout option. Source: Superdry and InPost via Parcel and Postal Technology International, 8 September 2026.

The secondary numbers are arguably better than the headline. Locker deliveries carried a 76 per cent lower refund and claims rate, 0.5 per cent against 2.1 per cent for home delivery, and generated 20 per cent fewer "where is my order" enquiries. Customer satisfaction was higher too, with a Trustpilot score of 4.8 against 4.0.

Look at why that happens. A locker delivery has no failed first attempt, no card through the door, no neighbour holding the parcel and no dispute about whether it arrived. Removing the ways a delivery can go wrong removes the refunds, the contacts and the bad reviews that follow. The cost saving comes from the cheaper delivery method. The margin saving comes from everything that stops going wrong afterwards.

One important limit. This data is UK-only and has not been shown to extend to EU markets. That matters because out-of-home delivery networks vary enormously across Europe, and consumer habits vary with them. Poland and the Netherlands have dense, well-used locker and pick-up networks. Other markets do not, and a checkout change that works in one will not automatically work in the next.

Still, the underlying move costs nothing to test. Most brands present delivery options in whatever order their platform defaulted to, and have never checked what that default costs them.

  • Look at your own checkout and count how many clicks a pick-up or locker option takes to find.
  • Measure refund and claims rates by delivery method before assuming home delivery is the customer preference.
  • Check out-of-home network density in each European market separately rather than applying one approach everywhere.
  • Treat the figures as UK evidence, because no EU equivalent was reported.

Expandly sets up local delivery and returns options market by market, because what converts in Warsaw is not what converts in Milan.

Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.

Find out more
  • VAT registration handled across UK, Germany, Netherlands and all EU markets
  • EU fulfilment from our Netherlands warehouse — fast access to the whole continent
  • Amazon EU, bol.com, Zalando and DTC integrations — all channels, one platform
  • Real-time inventory and order management across all your active channels
  • Dedicated onboarding, compliance and success team alongside the platform
  • 17 years' experience, 2000+ brands expanded — Andy Hooper, Founder

The bigger picture

Checkout Choices Move Margin Every Market Behaves Differently

Superdry cutting UK delivery costs 19 per cent by repositioning one checkout option shows how much margin sits in delivery presentation rather than carrier rates. Applying the same idea across Europe means knowing each market's out-of-home network and consumer habits, and having the VAT registration, product compliance and local returns handling in place to offer local delivery at all. Expandly's onboarding is compliance-first, and for a brand optimising last-mile costs the first step is a market and fulfilment review that establishes what delivery and returns options are realistic in each country. Getting that right per market is where the cost saving and the customer experience improve together.

  • Locker deliveries showed a 76 per cent lower refund and claims rate than home delivery, 0.5 per cent against 2.1 per cent
  • Expandly handles EU returns in-warehouse, which protects marketplace seller metrics and removes a barrier to European conversion
  • A delivery option offered in a market with no local network density produces failed deliveries rather than savings

UK Return Rates

UK ecommerce return rates run at around 14 per cent. Against that baseline, a delivery method that cuts refund and claims rates by three quarters is worth more than the freight saving on its own.

14%

Typical UK ecommerce return rate. Ecommerce News UK, 2026.

Refund and Claims Rate

Locker deliveries recorded a 0.5 per cent refund and claims rate against 2.1 per cent for home delivery, alongside 20 per cent fewer order-status enquiries. Removing failure points removes the cost that follows them.

0.5% vs 2.1%

Refund and claims rates by delivery method, UK only, data to 30 April 2026. Superdry and InPost via Parcel and Postal Technology International.

EU Fulfilment, Centrally Located

Inventory held in Expandly's Netherlands warehouse ships from inside the EU, with no cross-border delays or import friction for your customers. Your stock is positioned where your buyers are.

2,000+

brands fulfilled with Expandly

If this sounds like your world,
let's talk.

Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled.

Self-Serve

  • £1,150/month
  • Platform-led with email support
  • Best for: $1M–$5M brands

Guided

  • £3,000/month
  • Dedicated Account Manager
  • Best for: $5M–$20M brands

VIP

  • £5,000/month
  • Dedicated VIP Consultant
  • Best for: $20M–$50M+ brands
See full pricing and what's included