Shoppers now prize reliable, transparent deliveries

Consumers in the UK and US are placing less emphasis on speed alone and are focusing more on reliability and clear communication from retailers over deliveries and returns, according to new research from logistics technology company Locus.

The survey of 3,000 shoppers found that fast delivery has become a basic expectation rather than a differentiator. Most respondents reported frustration when retailers miss promised delivery windows or send inaccurate status updates.

The findings come as retailers navigate the post-holiday returns period. Volumes typically rise sharply during this time and test delivery and returns infrastructure across markets.

In the UK, more than 80% of consumers said they expect online orders to arrive within four days. In the US, 65% of respondents said two to three days should be the standard delivery time.

Locus said the responses indicate a shift in how shoppers judge delivery performance. Customers expect orders to arrive quickly. Their perception of brands is now more heavily influenced by whether retailers meet their promises and how they communicate when orders are delayed or disrupted.

Trust under pressure

The research pointed to a significant trust gap over fast-shipping offers. Fewer than one in ten consumers in both countries said retailers always meet their fast or guaranteed delivery commitments. Only 9% of US respondents and 7% of UK respondents expressed full confidence that such promises are consistently met.

Delivery performance has a direct effect on brand perception. In the US, 93% of consumers said a company's delivery performance directly impacts their overall view of a brand.

Communication plays a significant role in how shoppers experience delays. More than nine in ten US consumers said proactive updates help offset the negative experience of late deliveries.

Specific reliability failures generate intense frustration. In the UK, nearly all respondents, at 94%, ranked false "delivered" notifications as the most frustrating delivery experience. In the US, missed delivery windows emerged as the top last-mile complaint, cited by 21% of respondents.

Retailers also face limited leeway from shoppers during peak trading periods. Just over half of US consumers, at 51%, said they expect holiday shipping to be as fast or faster than normal, indicating limited tolerance for seasonal delays.

Returns pain points

The survey highlighted tightening expectations around returns, which many retailers are reassessing as online volumes grow and free returns policies come under review.

Among US respondents, 25% said paying for return shipping is the most frustrating part of the process. Other reported pain points included finding time to drop off items and waiting for refunds.

UK shoppers reported similar issues. Return shipping fees ranked as the leading source of frustration, followed by refund delays and process-related challenges.

Locus said these responses show that the post-purchase phase is now a significant factor in customer satisfaction. Policies on returns and the speed of refund processing are becoming a competitive battleground as retailers look for ways to reduce costs without damaging loyalty.

Beyond 'fast and free'

The company said the data points to a maturing eCommerce market in which "fast and free" shipping alone no longer stands out. Customers now evaluate retailers on a mix of speed, accuracy, and transparency.

Brands face rising costs when deliveries fail. Missed or inaccurate deliveries can trigger reattempts, extra mileage and wasted resources across delivery networks.

"For years, the industry has focused on speed as the ultimate goal," said Nishith Rastogi, founder and CEO, Locus. "While our data shows speed remains important to consumers, the real challenge is reliability at scale. When deliveries fail, the cost isn't just customer frustration; it's reattempts, extra miles and avoidable waste across the network. Brands that set realistic expectations and keep customers informed will earn more trust than those that simply promise faster delivery, while running more efficient delivery operations overall."

The research also underlines the strain on logistics providers as delivery networks grow more complex and disruptions become more frequent. Operators must monitor conditions in real time and adjust routing and scheduling as circumstances change.

Locus positions its transportation management system as a tool for all-mile and all-channel delivery, with an emphasis on real-time decision-making in complex distribution environments.

The company is part of Ingka Group and reports more than 350 customer deployments across North America, Europe and Asia Pacific. It said its platform has optimised more than 1.5 billion deliveries, generated logistics cost savings of more than USD $320 million and avoided more than 17 million kilograms of emissions for customers.

Locus said it plans further work on its platform and on research into the future of supply-chain decisioning as retailers face mounting expectations on delivery reliability and transparency.