Avery Dennison flags online delivery power shift towards customers seeking control and transparency

When it comes to online delivery, consumers no longer tolerate uncertainty, according to new research from Avery Dennison.

Four in ten consumers now demand non-food home deliveries to arrive within a specific time slot - typically a two to three-hour window. This expectation climbs higher in key markets, reaching 44% in the UK and 43% in the US.

The findings signal a clear power shift towards consumers seeking unprecedented control and transparency in their online shopping experience, forcing retailers and parcel carriers to adapt or risk falling behind.

The research, surveyed 5,000 consumers across the US, UK, France, and Germany. Although consumers today are more sensitive to cost than ever, six in ten are willing to pay a premium for more detailed insight into order tracking.

When asked what would justify payment for a premium delivery service (and invited to select ‘all that apply’), 47% stated faster delivery, making this the top overall choice, followed by 31% who said ‘accurate estimated delivery times.’

The survey also reveals that tracking expectations vary depending on the type of purchase. For example, 60% of respondents say parcel tracking is ‘very important’ when ordering electronics, 43% for fashion, and 38% for health and beauty.

Personal convenience is at stake. When asked to select up to three main benefits, the top reasons respondents gave for wanting enhanced tracking are:

• Flexibility to leave the house without missing deliveries (54%)

• Peace of mind knowing where the parcel is (54%)

• Ensuring timely arrivals for special occasions like birthdays and anniversaries (44%)

To meet these exacting consumer demands, retailers and their logistics partners must act now or be left behind.  Technology can assist in the drive to provide enhanced real-time visibility in the parcel delivery process.For international e-commerce, real-time tracking has become even more critical as recent tariff changes disrupt cross-border shipping, causing extended delays and price increases.

Yet at the same time, cost remains a factor. According to McKinsey, 90% of consumers are willing to wait an extra two to three days if it means avoiding high shipping fees, highlighting a growing preference for flexible delivery options that balance speed with affordability.

“The message from consumers is loud and clear: they expect precision and control over their deliveries,” says Julie Vargas, Vice President and General Manager of Identification Solutions at Avery Dennison.

“Customers may tolerate delays - but only if they're kept in the loop. Real-time visibility shouldn’t be considered a luxury anymore; it's the price of staying competitive. Retailers and carriers who embrace transparency will not only ease frustrations around shipping delays and rising costs, they'll earn lasting customer trust in a tough logistics climate.”

Vargas adds: “There is a natural eagerness from retailers and carriers to cut down on expensive WISMO (where is my order) inquiries and manage costs more effectively. They recognise the benefits of providing self-service parcel tracking apps and tools powered by GPS and RFID technology, which ultimately help keep shipping rates affordable. Offering real-time updates on a package's whereabouts is now a key foundation of this trust.”

The research also reveals that consumers find current tracking systems unreliable and insufficient. The most cited frustrations are inaccurate notifications, inability to change delivery time or location, and premature ‘delivered’ status updates.

Vargas concludes: “As the research highlights, to remain competitive in today’s e-commerce landscape, retailers and carriers must prioritise transparency and innovation in their delivery process. With almost two-thirds of shoppers willing to pay more for tracking and notifications, leveraging advanced technologies and offering real-time visibility is crucial. The pressure is very much on to address consumer needs, and turn frustrations into trust.”

2025 RTIH INNOVATION AWARDS

Online delivery will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.