We’ve all been there. Waiting for that eagerly anticipated package that was promised yesterday and has yet to show up at the door. And when it does, sometimes it’s damaged or not the right item at all.
Although they may not be to blame, delivery failures like these can create a lot of headaches for ecommerce companies relying on great reviews from happy and repeat customers to keep the cash flowing.
But according to a recent Descartes’ report, delivery problems are an issue for a large majority of one online-buying demographic — who are also responsible for driving continued ecommerce growth.
Report: Smarter home delivery wins
In a May 14 press release, Descartes Systems Group released findings from How Smarter Home Delivery Wins Younger Consumers as Online Buying Slows.
The firm’s fourth annual consumer sentiment study of ecommerce home delivery revealed that within a “slower growing” ecommerce market, consumers aged 18-35 — aka “under 35s” — are the “biggest contributor to online growth, increasing both the volume and frequency of their purchases over the last 12 months compared to the prior year.”
For the report, Descartes and SAPIO Research surveyed 8,000 consumers in Europe and North America on their ecommerce buying behavior during the first three months of 2025.
“The goal was to gain a comprehensive view of the state of ecommerce and home delivery performance by understanding, for example, the reasons for increases or decreases in ecommerce purchases, the different types of goods purchased, the frequency of purchases, delivery preferences, delivery experiences and the impact of delivery failures on retailers and their delivery agents,” according to the announcement. “The study also examines how consumer behaviors and perceptions vary across demographics.”
Key findings related to purchasing behavior include:
- “While 18% of overall consumers surveyed cut back on purchases during this period, 43% of under 35s increased their spending year-on-year compared to just 32% of over 65s.”
- “44% of under 35s made online purchases at least every two weeks—a significant jump over last year’s 33%.”
However, while they may be ordering more frequently, these younger consumers also reported more problems with delivery:
- “… their levels of dissatisfaction with home delivery remain high with a significant 79% reportedly experiencing delivery problems compared to 66% of overall consumers surveyed.”
- “… for each delivery problem detailed in the survey, under 35s reported a higher percentage of negative experiences than overall respondents. Conversely, over 65s reported a lower percentage of negative experiences than all respondents.”
“Not only is the younger demographic the cohort driving growth in online purchasing, it also appears to be the group with the highest expectations for positive delivery experiences,” Descartes said.
“The bottom-line impact of negative delivery experiences remains a pressing concern for retailers and their delivery partners, especially with the pace of ecommerce growth steadying post-pandemic,” said Mavi Silveira, SVP Global Marketing at Descartes in the release. “While small improvements in home delivery performance have been made over the past few years, they’re not currently reflecting the quality experience consumers are demanding, especially the valuable under 35 cohort, as poor delivery experiences risks the potential lifetime customer value of this demographic.”
For the full report, read How Smarter Home Delivery Wins Younger Consumers as Online Buying Slows.
Report: Impact of the delivery experience on sales
A previous report supports the link between the delivery experience and sales. In its survey of over 1,000 individuals in April 2021 to better understand “how consumer sentiment towards online retailers associated with poor delivery is likely to impact sales,” Circuit found a strong relationship between the two — and that lack of communication might mean companies aren’t even aware there’s an issue.
Findings included:
- Poor delivery has a negative impact on sales. “Almost three quarters (72.5%) of poor deliveries will result in a customer likely to stop recommending the retailer.”
- The problem is bigger than it seems. “Nearly a quarter (22.5%) of recipients are unlikely or very unlikely to complain if they experience a delivery issue.”
- Last-mile delivery issues involve various concerns. “… 26% of people experienced a parcel arriving late or early, while 13.6% had a parcel left in an unsecured location and 13.4% received a damaged parcel.”
Issues such as these reveal “unique challenges and show that it is important for retailers and couriers to work together to improve the customer experience,” Circuit said, adding that those involved “mustn’t let an increase in demand go to waste; customer satisfaction is integral to the success of any business, and it must be treated as such.”
Strategies to improve the delivery experience
Studies like these reveal the vital link between the delivery experience and ecommerce success — which is why companies face an imperative to do all they can to ensure customer expectations are met.
A recent post from Supply Chain Game Changer offers eight strategies to optimize the order-to-delivery continuum:
- Streamline the order process with a system that includes “clear guidelines for how orders should be taken, processed, and delivered,” automation for order tracking, a reliable delivery service, and effective customer support.
- Invest in inventory management software to help monitor and adjust stock levels to ensure you have what customers need, when they need it.
- Outsource fulfillment services as needed if your organization lacks the resources to handle these critical processes effectively on your own.
- Utilize automation to boost efficiency, accuracy, and reduce labor- and time-intensive manual processes.
- Offer multiple shipping options to better meet individual customer needs and boost satisfaction.
- Use data to optimize processes through the application of analytics so you can spot weak areas, identify opportunities, track customer feedback, and adjust as needed.
- Train your staff to give them a better understanding of the process — as well as the ability to identify and handle real and potential issues.
- Stay up-to-date with industry trends to ensure you’re optimizing your processes according to emerging trends and best practices.
Underscoring the critical role of effective order fulfillment, the post author says strategies such as these can “help you maximize customer satisfaction and gain a competitive edge in the market.”
