Key stat: Half of US adults (50%) respond to a bad delivery by buying the same brand somewhere else, according to a July report from Radial.

Beyond the chart:

• The bar for a delivery that does not go wrong keeps rising. The longest shoppers will wait for free shipping has fallen to an average of 2.6 days, down from roughly 3.5 days over the previous five years, according to AlixPartners.
• What you do after the failure decides whether you keep the order. Absent any compensation, 55% of consumers say a single late delivery would make them less likely to shop with that retailer again or stop altogether, per AlixPartners.

Use this chart: Drop this in your next fulfillment review to show where a bad delivery actually costs you. Show it to marketplace and 3PL partners negotiating service levels. Use the 50/20 split to argue channel share, not brand equity, is what's on the line when a package fails.

Related EMARKETER reports:

• Infopack: Delivery and Returns 2026 (EMARKETER subscription required)
• US Ecommerce Returns 2026 (EMARKETER subscription required)

Methodology: Data is from the July 2026 Radial report titled "Brand Expansion Builds Trust, Until Operations Break It" conducted by Dynata. 1,000 US adults ages 18+ were surveyed online during March 2026.