A shift is underway in e-commerce delivery expectations with new research from Avery Dennison confirming that consumers no longer tolerate uncertainty. In fact, four in 10 (40%) consumers now demand non-food home deliveries to arrive within a specific time slot, typically a 2- to 3-hour window. This expectation climbs higher in key markets, reaching 44% in the UK and 43% in the United States. The findings signal a clear power shift toward consumers seeking unprecedented control and transparency in their online shopping experience, forcing retailers and parcel carriers to adapt or risk falling behind.
“The message from consumers is loud and clear: they expect precision and control over their deliveries,” says Julie Vargas, VP 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.”
Key takeaways:
· Although consumers today are more sensitive to cost than ever, six in 10 (61%) shoppers 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.“
· 60% of respondents say parcel tracking is “very important“ when ordering electronics, 43% for fashion, and 38% for health and beauty.
· 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%); and ensuring timely arrivals for special occasions like birthdays and anniversaries (44%).
· 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.
