Consumer Delivery Expectations: The Shift from Speed to Reliability

In today’s retail landscape, fast delivery is no longer a bonus; it has become a fundamental expectation for shoppers. What increasingly matters is the reliability of delivery schedules and the level of communication from retailers when things go awry. This shift in consumer expectations is highlighted in a recent survey conducted by Locus, which examined delivery preferences among 1,000 shoppers in the U.S. and U.K. in November 2025.

Raising the Bar: Delivery Standards

The survey results reveal that speed is now viewed as the baseline for delivery. Nearly two-thirds of U.S. shoppers believe that delivery within two to three days is standard for online orders. In the U.K., that number is even higher, with more than 80% expecting their orders to arrive within four days.

Speed vs. Reliability: A New Paradigm

However, the data shows that speed alone is insufficient to define a positive delivery experience. A staggering 93% of U.S. consumers acknowledge that a company’s delivery performance directly influences their overall perception of the brand. Despite this, trust in retailers’ delivery promises is on shaky ground—the survey indicates that less than 10% of shoppers believe retailers consistently meet fast or guaranteed delivery commitments, with only 9% of U.S. consumers and 7% of U.K. consumers stating that these promises are reliably fulfilled.

Annual Returns: A Frustrating Reality

Returns are another significant pain point for consumers, particularly after the holiday rush. Among U.S. respondents, 25% highlighted the cost of return shipping as the most frustrating aspect of the process. Similar frustrations were echoed in the U.K., where return shipping fees were also a top complaint, alongside delays in refunds and issues related to the return process.

The Importance of Communication

As unreliable deliveries continue to plague online shopping, proactive communication can alleviate some of the associated frustration. Over 90% of U.S. consumers reported that receiving updates about their orders during delays helps reduce the negative impact of late shipments. Nevertheless, reliability issues still prevail—94% of U.K. consumers find false “delivered” notifications to be particularly frustrating, while missed delivery windows rank as the top complaint among U.S. shoppers.

Uncompromised Expectations During Peak Seasons

Interestingly, the survey revealed that shoppers refuse to lower their expectations, even during peak shopping seasons. More than half of U.S. consumers stated they expect holiday deliveries to be as fast, or even faster, than at other times of the year.

A Call to Action for Brands

Nishith Rastogi remarked, “For years, the industry has focused on speed as the ultimate goal. Our data shows that while speed remains crucial, the true challenge lies in maintaining reliability at scale. When deliveries fail, it doesn’t just lead to customer dissatisfaction; it results in additional reattempts, extra miles, and avoidable waste across logistics networks. Brands that establish realistic expectations and keep customers informed will garner more trust than those that merely promise faster delivery.”