WATERLOO, Canada – Descartes, a global leader in logistics software solutions, has released its third annual e-commerce home delivery study, offering valuable insights into consumer experiences in the rapidly evolving online shopping landscape. The comprehensive report, based on surveys of 8,000 consumers across North America and Europe, highlights both opportunities and challenges in meeting modern shopper expectations.
Online Shopping Gains Momentum as Consumers Embrace Convenience
The study reveals a significant 39% year-over-year increase in online shopping frequency, with 57% of respondents citing convenience as the primary advantage. Notably, 57% of consumers reported trying at least one new product category online, demonstrating e-commerce's expanding role in retail discovery.
The Price-Speed Dilemma in Delivery Preferences
Consumers face a clear trade-off between cost and speed: 44% prioritize lower shipping fees while 28% value faster delivery. This preference split underscores the need for retailers to offer flexible delivery options catering to diverse customer needs.
Growing Focus on Supply Chain Efficiency
An encouraging 66% of respondents expressed preference for delivery methods that reduce costs for retailers or logistics providers, signaling growing consumer awareness of supply chain efficiency and sustainability.
Persistent Last-Mile Delivery Challenges
Despite industry progress, 67% of consumers reported delivery issues, with 21% experiencing poor delivery experiences, 20% citing unreliable service, and 17% expressing dissatisfaction with the overall process. These problems frequently include delays, damaged goods, and poor tracking information.
Consumer Dissatisfaction Carries Serious Consequences
The study found that 63% of dissatisfied customers take action, including losing trust in retailers (41%), reducing purchase frequency (38%), or abandoning retailers entirely (32%). These behaviors can significantly impact retailer revenue and brand reputation.
Industry Perspective from Descartes Executive
Chris Jones, Executive Vice President of Industry Solutions at Descartes, noted: "While the industry has made progress in home delivery, consumer dissatisfaction remains high. These are solvable problems – retailers and logistics providers can implement proven strategies and technology solutions to deliver better, more personalized home delivery services."
Jones emphasized that nearly 60% of respondents tried new product categories online, indicating continued e-commerce growth. He suggested retailers reevaluate delivery strategies to bridge the gap between convenience and satisfaction.
Stable Online Purchase Patterns
The study shows consistent online shopping rates from 2022-2024 (46%, 44%, 45% respectively) and stable home delivery preferences (48%, 49%, 50%), demonstrating consumers' enduring yet conflicted relationship with e-commerce delivery.
Key Delivery Priorities: Safety, Cost and Tracking
When ranking delivery factors, consumers prioritized product safety (84%), cost (83%), order tracking (76%), ordering convenience (78%), and easy returns (69%). Delivery preference breakdown showed 44% favoring low cost, 20% preferring precise time windows, and 15% choosing speed.
Beyond Speed: The Case for Personalization
"Cost matters, but speed is overemphasized," Jones explained. "People don't always need immediate delivery. Understanding different customer needs through 'delivery personas' can create happier customers while potentially reducing costs."
The report concludes with recommendations for retailers to improve delivery experiences through safety measures, competitive pricing, real-time tracking, simplified ordering, flexible returns, and technology investments.