JOSEPH GABRIEL LAGONSIN

News Editor

Zippd has published consumer research on delivery speed in retail purchasing decisions, finding that faster fulfilment is influencing where shoppers choose to buy.

The survey of 2,050 UK adults found that 19% of consumers would switch to another retailer if it could deliver significantly faster. Among those aged 25 to 44, 42% said they were more likely to buy from a retailer offering same-day delivery.

The data suggests delivery speed is moving beyond a back-end logistics issue and becoming a more visible part of the sales proposition. According to Zippd, fulfilment is starting to affect retailer choice, purchase intent and conversion, rather than only the post-purchase experience.

Fast delivery may also influence impulse buying. More than one in four consumers, or 27%, said faster delivery made them more likely to make last-minute purchases.

Price pressure

The research also examined what shoppers would pay for quicker service. Around four in 10 consumers said they would pay more than £2 for faster delivery, whether buying from a traditional retailer or a marketplace.

That willingness dropped once the price rose above £5. The figures suggest retailers may face a narrow pricing window if they want to offer faster fulfilment without deterring demand.

Zippd said this suggests rapid delivery may be more viable as a widely available convenience than as a premium add-on. That could matter for retailers balancing customer expectations with the cost of offering quicker delivery options.

The shift appears to be particularly visible in online marketplaces, where speed and convenience are promoted alongside product range and price. In that model, fulfilment becomes part of customer acquisition as well as a factor in conversion.

Changing journey

The research forms part of Zippd’s Instant Commerce Index, which examines how the gap between product discovery, purchase and delivery is narrowing. Zippd argues that fulfilment now has greater influence across more stages of the shopping journey.

Gemma Taylor, Co-founder of Zippd, described the company’s view of the change in consumer behaviour: “The most significant finding isn’t that customers want faster delivery – retailers have known that for years. What’s changing is the role fulfilment plays within the customer journey. We’re beginning to see this shift as more brands and marketplaces are making fulfilment speed a visible part of the customer proposition, enabling brands to differentiate beyond product and price alone.”

The figures add to wider pressure on retailers to compete on convenience as well as assortment and pricing. As delivery windows shorten, speed appears to be becoming part of how consumers discover, assess and buy products across a broader range of categories.

Zippd provides fulfilment technology for eCommerce brands and marketplaces managing delivery across seller networks. Its systems connect with eCommerce and delivery platforms to help businesses manage fulfilment through a single network.

The research was conducted online among UK adults.

JOSEPH GABRIEL LAGONSIN

News Editor

Omada by TP-Link has launched its Fusion Gateway range, with the first products aimed at installers and managed service providers serving small and medium-sized businesses.

The launch centres on Fusion 2.5G, the first product in the new family, alongside Fusion G+ and Fusion 2.5G PoE.

The new gateways are designed to reduce deployment complexity and lower ownership costs for channel partners managing multi-site networks. A built-in controller provides cloud-based management through the Omada Cloud portal and Omada app, without the need for a separate device licence.

The approach targets a common pressure point for installers and MSPs, which must balance tighter customer budgets with the growing complexity of distributed networks. The range supports remote monitoring, configuration and troubleshooting across multiple locations from a central management interface.

Product features

Fusion 2.5G includes five 2.5G ports and supports up to 4-WAN load balancing with auto failover. It also offers advanced IDS/IPS, multiple VPN protocols, optimised ACL, QoS and full-mesh SD-WAN for distributed network environments.

Omada has also added Bluetooth setup through the app, allowing installers to automatically discover and batch-adopt other Omada networking devices to speed up installation.

Installation options include desktop, wall-mounted and rack-mounted deployments, giving partners more flexibility when fitting equipment into different customer sites, from small offices to structured network cabinets.

A 2.51-inch touchscreen is one of the more visible hardware additions. It provides real-time visibility into device status, traffic and diagnostics without requiring a laptop on site, which could help engineers identify faults more quickly and reduce repeat visits.

Remote access

Another feature in the range is Omada LightLink VPN, which enables one-click remote access through an invite link. Remote users and branch locations can connect through an app or web interface.

The focus on remote access and central oversight reflects broader changes in the small and mid-sized business networking market. Businesses with multiple branches, hybrid workers and lean internal IT teams are relying more heavily on service providers to monitor and maintain connectivity across separate sites.

That has increased demand for tools that reduce manual setup and simplify support after installation. Omada is positioning Fusion Gateway as a range built around that need, particularly where ongoing licence fees can affect margins over time.

Ben Allcock, Vice President of B2B at TP-Link UK&I, commented on the pressures facing the market.

“Customers are dealing with increasingly complex networking environments, and they’re turning to channel partners for help in keeping everything running smoothly,” said Ben Allcock, Vice President of B2B at TP-Link UK&I.

“Our new Omada Fusion Gateway range enables partners to meet these demands by streamlining installation and setup, while delivering powerful remote cloud management capabilities that reduce IT workload. The result is higher customer satisfaction and stronger profitability for partners,” said Allcock.

Wider portfolio

The new gateway range sits within Omada’s broader business networking portfolio, which includes gateways, access points and switches. The ecosystem is also expanding into cameras and network video recorders, with the aim of bringing networking and surveillance products into a more unified management framework.

Omada said Fusion Gateway sits at the centre of its ecosystem by enabling unified management of connected devices across multiple locations. In practice, that gives the product family a key role for customers and service providers that want to standardise infrastructure on a single vendor platform.

The company also referred to a forthcoming Fusion Pro series, but did not provide detailed specifications in the launch announcement. The Pro line will support integrated management of networking and surveillance devices, including Omada and VIGI products, for more advanced multi-site environments.

For now, the immediate commercial focus is on the first Fusion 2.5G models and their appeal to installers and MSPs looking to reduce setup time, centralise support and avoid additional licensing charges. The range launches as service providers face growing demand to manage larger numbers of distributed small business sites with limited technical resources on the customer side.

Ryan Harrison, founder of Harrisons Fish & Chips in Elms Parade, Botley, has been named a finalist in the 2026 Alicia Bank Great British Entrepreneur Awards.

Known as the ‘Grammys of entrepreneurship’, the awards were set up in 2012 to celebrate the most exceptional and inspiring business stories across the UK, recognising entrepreneurs from every nation and region for their innovation, impact and resilience.

READ MORE: Pricing row as Deliveroo and Oxford fish and chip shop part

Specifically Mr Harrison has been named in the Consumer Entrepreneur of the Year category.

He said: “5 years ago I didn’t think I would be where I am today.

Ryan Harrison has been nominated for the entrepreneurship award (Image: Ryan Harrison)

“Through fish and chips it has changed my life and given me so many exciting opportunities!”

2026 has already been a successful year for the fish and chip shop boss, as his business won the Menu Innovation category at the National Fish & Chip Awards and was listed in the Top 10 in the Takeaway of the Year category,

READ MORE: Oxford fish and chip shop scoops top prize at UK awards

Frankie James, founder of the Great British Entrepreneur Awards, said: “This year’s cohort represents billions in turnover and tens of thousands of jobs, but what I’m proudest of is the determination behind those numbers.

“These are founders who have stuck with it through every kind of year, and championing them is exactly why we do this.”

Conrad Ford, of chief sponsor Allica Bank, added: “What stands out this year is the optimism and ambition that continue to define the UK’s established business community.”