To avoid paying a £3.99 delivery fee, UK online shoppers will spend up to £19 more to get free delivery at an e-commerce outlet according to research from Myfavouritevouchercodes.co.uk

The survey involved 2,100 UK adults, and suggested that across the UK, instead of paying a combined £76 million on delivery fees, UK online shoppers would spend £361 million on extra goods.

The Myfavouritevouchercodes.co.uk research showed that 71% of UK online shoppers will do all they can to avoid paying online delivery charges. Of this, 51% would pay more to get free delivery, while 39% would abandon the shopping cart if they could avoid delivery fees elsewhere. Fifteen percent will buy an annual next-day delivery pass, and another 15% would share the cost with a relative or friend to avoid the delivery fee.

Forty-seven percent have spent more than the delivery fee to achieve free delivery on something they didn’t want or need but liked the look of. A further 34% said they just ordered something else they wanted but hadn’t intended to buy just yet.

Julian House, managing director of Myfavouritevouchercodes.co.uk, said: “Some online shoppers can be incredibly stubborn when it comes to paying a delivery charge, as our survey results show. Ironically, in many cases, paying the delivery charge would be a cheaper alternative to the measures that some shoppers go to.”