The insight: 3 in 4 US online shoppers consider fast delivery to be important, per a YouGov survey.
Just 8% believe it to be unimportant—an indication of how Amazon’s relentless drive to improve delivery speeds has upended consumer expectations.
Money matters, too: While speed is of the essence, so too is cost. A vast majority of online shoppers—89%—say that free shipping plays an important role in their purchasing decisions.
- Consumers are so enamored with free shipping that they’re willing to spend more to qualify for the perk—although retailers should beware of the potential for returns abuse.
- It’s a dealbreaker for some: 43% say they’re unlikely to shop with merchants that don’t offer free shipping.
Our take: Thanks to Amazon Prime and similar offerings, consumers have come to expect free and fast shipping. But if forced to pick between the two, shoppers will accept slower delivery speeds if it means no extra cost. That’s good news for brands that can’t afford to compete with the likes of Amazon and Walmart on speed.
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