Narvar: many online shoppers feel anxious after clicking buy amid rising theft and delivery flops
Two-thirds of US consumers feel a surge of anxiety after clicking buy, according to Narvar’s 2025 State of Post-Purchase Report.
Rising theft, delivery failures, and inconsistent communication have turned the post-purchase experience into one of the biggest sources of friction and risk for retailers working to protect both margins and loyalty.
3,461 US online shoppers were surveyed by Narvar. 41% have had a package stolen, and 40% abandoned a purchase in the past year because they feared it would be.
74% experienced a late delivery in the past year, and 86% encountered at least one issue. After even a single bad experience, 60% of 18–29-year-olds say they won’t shop again with that retailer, compared with only 17% of shoppers 60 and over.
“In a volatile economy marked by rising costs and cautious consumers, shopper trust has become a retailer’s most valuable asset,” says Anisa Kumar, CEO at Narvar.
“Every missed update or vague delivery estimate erodes that trust and the impact shows up on the P&L as support costs, cancellations, and lost loyalty. Retailers giving consumers clarity, consistency, and control after they buy will be the ones that preserve profitability in an uncertain market.”
Narvar’s report reveals how that lack of trust translates into financial and operational strain for retailers, shaping policies, pricing, and ultimately the consumer relationship. From fraud to fees to shifting expectations, the data paints a picture of an industry under pressure to protect both trust and profitability.
● Fraud continues to plague retailers. The number of shoppers who admitted to return fraud fell 35% year over year (from 57% to 37%), yet retailers still absorbed $103 billion in fraudulent returns in 2024 as abuse becomes harder to detect.
● Delivery reliability is slipping. 74% experienced late deliveries; 86% encountered at least one issue.
● Late deliveries cost loyalty. 60% of young shoppers (ages 18–29) will not buy again after a late delivery, compared with only 17% of Baby Boomers.
● No peace of mind, no purchase. Shoppers are paying to feel more confident about their purchases: 37% paid for shipping insurance last year.
● Communication calms anxiety. 38% said frequent tracking updates reduce anxiety; nearly half prefer SMS/push/WhatsApp for urgent updates.
● Delivery dates drive decisions. 73% say estimated delivery dates (EDDs) influence purchase decisions; if no date is shown, 40% won’t buy.
● Returns make or break the relationship. 90% check the policy before buying; 76% won’t buy again after a poor experience.
When issues occur, shoppers want acknowledgement (46%), clear explanations (46%), and real-time updates (45%) before they have to ask. Each generation prioritises different strategies to reduce their anxiety: accurate EDDs (30–44), frequent tracking updates (45–60), and immediate access to support (youngest and oldest cohorts).
2025 RTIH INNOVATION AWARDS
Online delivery was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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