You won’t be shocked to hear that UK retailers still face growing pressures to meet their customer’s expectations, especially when it comes to CX. Yet for all the advancements in automation, AI, and fulfillment logistics, a number of well-known British brands are struggling to keep up with the pace.
From cyberattacks to operational inefficiencies and outdated CX strategies, this article explores 5 critical challenges that UK e-commerce faces today, including real-world examples that highlight the consequences of falling behind.
1. Cybersecurity Failures Undermining Trust! The M&S Cyberattack
One of the most recent major cyber attacks in the UK happened in April 2025, with an attack on UK retailer Marks & Spencer. Orchestrated by the hacker group Scattered Spider, the breach crippled M&S’s ability to process online orders, froze contactless payment systems across stores, and disrupted inventory logistics.
This wasn’t just a tech failure, it was a CX crisis. Customers were met with vague and often absent communication, and many turned to social media to voice concerns over disrupted purchases and missing orders. The financial toll was steep, with weekly sales losses estimated at £40 million. But the reputational damage could have longer-term consequences, particularly as digital trust becomes a cornerstone of retail loyalty.
🗣️Newstel Says: Cybersecurity is now central to customer experience. Businesses must prioritise their cyber resilience strategies or risk large-scale operational paralysis and customers talking with their feet and shopping elsewhere.
2. Legacy Systems Slowing Down Fulfillment. Emma Sleep’s Logistics Nightmare
In early 2025, Emma Sleep, a popular mattress brand, faced significant backlash after migrating to a new warehouse and customer service platform. The result? Weeks-long delivery delays, botched orders worth hundreds of pounds, and a flurry of complaints on platforms like Trustpilot.
This misstep was particularly damaging for a company positioned around customer convenience. As competitors offer next-day delivery and instant tracking, Emma’s failure to smoothly transition operational infrastructure proved to be a costly oversight.
🗣️Newstel Says: Operational agility is essential in the modern e-commerce environment. Poor planning during technology upgrades can rapidly erode customer confidence.
3. Poor Communication With Customers – House of Fraser’s Post-Rebrand Chaos
Following a rebrand in late 2024, House of Fraser, along with other Frasers Group brands like Sports Direct and Game, suffered weeks of delays in fulfilling online orders. Customers flocked to social media, complaining about vague delivery timelines, no tracking updates, and a general lack of communication coming out of House of Fraser.
Despite House of Fraser later pointing to “unprecedented demand” as the reason for delivery issues, the brand’s failure to proactively communicate or offer transparent updates created a damaging experience. Social channels and forums were flooded with frustrated shoppers warning others about their treatment and general lack of response.
🗣️Newstel Says: In moments of crisis, proactive and transparent communication is critical. Silence or deflection could damage brand image and reputation.
4. Failure To Adopt New CX Tech
Many of your competitors are starting to or already have embraced AI-powered support. However, some UK retailers continue to rely on outdated, siloed tech when it comes to CX.
Many fashion and home goods brands are falling behind more tech-savvy rivals. By not offering things like 24/7 support, app tracking, or fast customer service, small issues are turning into lost customers.
🗣️Newstel Says: Customer expectations have evolved significantly. Brands that fail to embrace new ways of working (particularly with AI) risk getting left behind – which means fewer sales and less cash in the bank.
5. Failure to Scale During Peak Periods – Evri’s Delivery and Service Issues
During seasonal peak and promotional months, many UK retailers are heavily reliant on logistics partners like Evri. However, Evri has repeatedly come under fire for its handling of peak demand.
Evri has often been criticised for delayed parcel deliveries, damaged goods, and a general lack of accountability. A viral incident a while-back caught on CCTV showed an Evri driver hurling a package over a fence—just one of many stories shared by frustrated customers. Complaints about absent customer support and difficult refund processes are frequent, particularly during busy retail seasons.
Retailers who rely on Evri’s services often bear the brunt of customer dissatisfaction, especially when the courier’s performance falls short without a contingency plan in place.
🗣️Newstel Says: Customer Support scalability and logistics readiness are essential during peak periods. Retailers must demand more from partners, or risk brand damage by association.
A Call to Reinvent, Not Just Respond
CX in e-commerce is no longer an after thought, it’s the front line of brand loyalty. As the above examples show, even established UK retailers are vulnerable if they fail to align customer support with the evolving technological landscape.
To stay competitive, brands must:
- Embed cybersecurity into their CX strategy.
- Modernise operational infrastructure.
- Communicate transparently during crises.
- Leverage AI and automation.
- Plan for scalability beyond standard operations.
🔔 Call to Action
If you’re a retailer or a CX leader, now is the time to assess your CX offering. Are you ready for the next disruption? Is your tech stack built to scale with demand? Are your customers speaking positively about their experience?
📩 Reach out and let’s talk about how your organisation can adapt to these emerging challenges.
