Fast delivery is no longer a bonus for shoppers. It is simply expected. What matters more now is whether packages show up when they are supposed to and whether customers hear from retailers when something goes wrong.
What’s Related
That is a key takeaway from a new consumer survey from Locus, which looked at delivery expectations among 1,000 shoppers in the U.S. and U.K. The survey was conducted in November 2025.
The data shows that fast shipping has become the baseline. Nearly two-thirds of U.S. shoppers said delivery within two to three days should be standard for online orders. In the U.K., more than 80% of consumers expect their orders to arrive within four days.
Speed vs. reliability
But speed by itself no longer defines a good delivery experience. The survey found that delivery performance plays a major role in how shoppers view brands. In the U.S., 93% of consumers said a company’s delivery performance directly affects their overall perception of the brand.
At the same time, trust in delivery promises is shaky. Fewer than one in ten shoppers said retailers always meet fast or guaranteed delivery commitments. Only 9% of U.S. consumers and 7% of U.K. consumers said those promises are consistently met.
Returns remain another major pain point, especially after the holidays. Among U.S. respondents, 25% said paying for return shipping is the most frustrating part of the process. Other common complaints included finding time to drop off items and waiting for refunds. U.K. shoppers reported similar frustrations, with return shipping fees topping the list, followed by refund delays and process-related issues.
When deliveries fall behind schedule, communication can ease some of the frustration. More than 90% of U.S. consumers said proactive updates help soften the impact of late shipments. Even so, reliability problems remain common. In the U.K., 94% of consumers said false “delivered” notifications were the most frustrating delivery issue. In the U.S., missed delivery windows ranked as the biggest last-mile complaint.
The survey also found that shoppers are not willing to lower their expectations during peak seasons. More than half of U.S. consumers said they expect holiday deliveries to be just as fast, or even faster, than deliveries at other times of the year.
“For years, the industry has focused on speed as the ultimate goal,” said Nishith Rastogi. “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.”
