Veho research examines how delivery experience shapes where consumers shop and whether they return
New research from Veho, based on a survey of 1,954 active online shoppers in the US, challenges two long standing industry assumptions: that delivery is primarily a cost to minimise and that speed alone defines a good experience.
75% of shoppers say a positive delivery experience makes them more likely to purchase from a retailer again. 40% have stopped buying from a retailer after a package never arrived, and 33% have done so after a late delivery. The effects extend well beyond the doorstep. 45% say a poor delivery experience has ruined a vacation, special event, or holiday. 22% note that a delayed delivery has caused them to lose sleep, while 20% say one has made them cry.
“For decades, retailers have invested in personalising discovery, product recommendations, and offers, then entrusted the final and most tangible part of the e-commerce experience to delivery networks built for a different era,” says Catherine Dummitt, VP of Marketing at Veho. “Consumers do not care which company carried the package to their doorstep; when it arrives late or not at all, they blame the brand. The reverse is also true. When an order arrives when and how a customer needs it, the brand earns the credit. That is how delivery becomes a competitive advantage: by building trust, creating moments of joy, and giving customers a reason to return.”
54% of shoppers have purchased from a retailer for the first time specifically because of the delivery options offered at checkout. 56% have abandoned a cart because the available delivery options did not meet their needs. 89% have purchased from Amazon or Walmart instead of a retailer they preferred because of the delivery experience; 51% say they do so frequently.
The research highlights that consumers do not separate the product from the experience of receiving it. 26% say delivery determines their satisfaction with a purchase more than the product itself, while another 47% believe the two matter equally. 30% have stopped purchasing from a retailer after receiving no proactive communication about a delivery delay.
Delivery speed remains essential, with 95% of shoppers saying it is important. But shoppers do not need the same speed for every order. Consistency matters to 92%, while 67% want the ability to choose among different delivery speeds. The right delivery experience depends on the moment, the customer, and the order. 60% have cancelled plans or changed their schedule simply to be home for a package. 44% would try a brand they have never purchased from if it offered greater control over when and how an order arrived.
2026 RTIH Innovation Awards
Online delivery will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC 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.
