More parcel delivery customers could soon be receiving the delivery of parcels which have been ordered directly in-store.

According to research coming form Ipsos MORI, conducted on behalf of Sterling Commerce, customers want to have the option available of finalizing their order while shopping in a physical store.

This appears to remain the case even if the shop does not have in stock, the desired goods item.

When it comes to shopping online, Ipsos MORI say that letting the customer know what stock is available, is imperative.

54 per cent of shoppers questioned said it was vital for their shopping experience that sales assistant had the ability to find an alternative item for the customer, every time.