New Survey Finds 64% of Online Shoppers View Shipping Protection as Critical to Purchase Confidence

As consumer expectations rise, transparency, trust, and flexible coverage at checkout emerge as must-haves

A new survey conducted by UPS Capital reveals a clear shift in consumer behavior: 64% of online shoppers now say shipping protection is “extremely” or “very” important to them when making a purchase, signaling a growing demand for confidence and control at checkout.

As e-commerce becomes more embedded in everyday life, shoppers are moving beyond expectations of speed and convenience. Instead, they’re prioritizing peace of mind, particularly for high-value, fragile, or theft-prone items. And they expect retailers to provide it.

“Today’s online shoppers are no longer willing to roll the dice when it comes to delivery,” said Ashley Hillman, VP of Product at UPS Capital. “They expect retailers to offer clear and flexible solutions, especially when it comes to protecting high-value or sensitive purchases. Shipping protection is no longer optional; it’s a signal of trust, reliability, and service quality.”

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Shipping Protection: Now a Standard Part of the E-Commerce Experience

Nearly 9 in 10 consumers place at least some importance on shipping protection, with a growing majority expecting retailers to offer it. In fact, 43% say they prefer shopping with brands that offer optional protection, while another 49% say it’s a welcome feature when available.

This shift reflects the new reality of online shopping: damage, theft, and delays are increasingly common, and customers are proactively looking for ways to safeguard their purchases.

Key Drivers Behind Shipping Protection Adoption:

  • 81% cite order value as the top reason for adding protection

  • 79% are most likely to protect electronics or smartphones

  • 73% would insure jewelry or luxury goods

  • 56% insure collectibles; 46% opt in for home furnishings

Trust and Transparency: Make-or-Break Moments at Checkout

Despite rising interest, consumers remain wary of unclear or automatic charges. According to the survey:

  • 72% appreciate when shipping protection is clearly optional and explained

  • Only 22% like it included by default

  • 16% are concerned about hidden fees

  • 12% view auto-included protection as a “sneaky upsell”

“The message from consumers is loud and clear: show them what they’re paying for, let them opt in, and make it simple,” Hillman added. “When protection is backed by a trusted name and clearly communicated, it doesn’t just improve experience, it builds long-term trust.”

Coverage That Matches What, and How, Shoppers Buy

The survey shows protection isn’t just about dollar value, it’s about category-specific risk. Electronics, jewelry, and luxury items top the list, but consumer concern also extends to items seen as fragile, irreplaceable, or frequently stolen. Even orders under $200 can trigger protection decisions.

Top categories where consumers are most likely to opt in:

  • Electronics & smartphones: 79%

  • Jewelry & luxury goods: 73%

  • Collectibles: 56%

  • Home furnishings: 46%

Consumers Want Control, Not Just Coverage

A nearly even split in preferences reveals a key consumer insight: control matters.

  • 48% prefer to manually opt-in to protection

  • Just 22% like having it added by default

This shows a clear preference for transparency and empowerment at the point of sale. Protection should feel like a helpful feature, not a forced one.

The Takeaway for Retailers: Embed Trust Into the Final Mile

Retailers that integrate flexible, clearly explained shipping protection into the checkout experience stand to boost conversions, build trust, and reduce costly post-purchase support issues. By offering coverage from a recognized provider like InsureShield®, merchants can create a differentiated final-mile experience, one that aligns with consumer expectations for control, clarity, and coverage.

About InsureShield

InsureShield Shipping Insurance protects shipments and businesses with customizable protection, fast claims, and easy processing. With 97% of claims paid in days and a 5-minute average filing time, 

For media inquiries, please contact upscapital@pancomm.com.