Here at Scurri we’ve noticed that UK fashion eCommerce is in a state of flux. Latest news shows that companies that once dominated online retail, like ASOS and Boohoo, are struggling to adjust to shifting customer habits after the pandemic.
At the same time, fast-moving newcomers such as Shein are expanding quickly, capturing more of the market with faster shipping and trend-driven stock. For logistics leaders, these changes make it essential to rethink delivery strategies, post-purchase communications and inventory handling if they want to stay competitive.
Changing Priorities for UK Fashion Retailers
Cross-border eCommerce is growing fast, with players like Amazon, Temu, and Zalando leading the way in Europe. UK retailers now face the challenge of managing international shipments, customs processes, and rising customer expectations for faster delivery.
Meanwhile, domestic brands like ASOS and Boohoo are confronting overstock and a need to adapt their product offerings to more stable, longer-lasting fashion, rather than fast-turnover trends. These shifts require logistics teams to become more responsive, precise, and adaptable in how they move goods.
Competitors Moving Quickly
Shein’s rapid growth in the UK shows the advantage of a supply chain that can respond almost in real time to trends. Their efficient operations, combined with competitive delivery options, allow them to move products from factory to customer faster than traditional retailers.
For UK brands, this highlights the need to improve warehouse efficiency, shorten delivery times, and increase visibility across the entire order process.
You can download our previous report about how to protect your brand against international competition here.
Delivery Innovations for Customers
Consumers now expect flexibility in how they receive their orders. ASOS has partnered with InPost (who happen to be a provider that Scurri integrate with) to offer next-day delivery to locker locations across Europe, giving shoppers convenient access outside of standard delivery hours.
Similar locker and pickup solutions are being rolled out by other providers, allowing retailers to reach customers with minimal friction. Logistics leaders must ensure these systems are integrated smoothly with their order and inventory management to maximise efficiency.
Delivery innovations are critical – but of equal importance is keeping the lines of communications open during delivery. UK Menswear brand Dobell have been doing just that by sending branded tracking emails throughout the delivery phase.
These include links to a retailer branded tracking timeline and also include an estimated delivery date. Dobell achieved a 25% reduction in support staff as there were fewer support queries to answer thanks to the switch toward keeping the customers informed proactively.
Dobell achieved all of this with Scurri Track Plus – our post-purchase communications solution. You can find out more about Dobell’s cost savings and efficiency improvements in the Dobell case study.
Technology That Makes a Difference
Investing in systems that provide real-time tracking, predictive analytics, and automated workflows can make a tangible difference in operations.
Luxury Eyewear retailer DITA Eyewear reported that “everything is much quicker” since they invested in delivery management platform Scurri Connect to integrate with all aspects of delivery from label generation through to carrier selection and shipping. As there are now far less shipping errors and the configurable rules are “straightforward and easy”. Explore the full DITA Eyewear case study here.
Tools like warehouse management systems, transportation management platforms, and integrated tracking solutions allow retailers to see problems before they happen, adjust routes, and provide transparency to customers.
Data-driven decision-making also enables better stock forecasting and more precise inventory control.
For example, Scurri’s reporting dashboards give fashion retailers the insights you need to transform your eCommerce delivery operations
Conclusion
For UK fashion retailers, efficient logistics are no longer just about cost control – they are essential to meeting customer expectations and keeping pace with fast-moving competitors.
By focusing on delivery speed, flexible options, returns management, and technology-driven visibility, brands can ensure they are prepared for 2025 and beyond.