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Anyone who has spent a fair amount of time scrolling TikTok or Instagram has seen variations on the well-worn joke of someone adding hundreds or thousands of dollars’ worth of merchandise to their shopping cart only to slam their laptop shut when a small shipping charge pops up. A Turkish proverb says “Behind every joke is a spark of truth,” and that social media skit is indicative of what today’s consumers are looking for in shipping options. Below, we dive into current consumer preferences.
Speed Isn’t Everything: Why Free Shipping Trumps Fast Delivery
A recent survey by global management consulting firm McKinsey & Co., which polled more than 1,000 U.S. consumers, illustrated how priorities have shifted. One of the most interesting trends is that shipping speed — which was accelerated by Seattle-based e-commerce company Amazon in the early 2000s — has dropped in importance. When McKinsey last did a similar survey in 2022, speed was at the top of the priority list but it fell to fifth place in 2024.
McKinsey found that “90% of customers are willing to wait two or three days for deliveries — especially if it lets them avoid shipping costs” while roughly half of consumers refuse to pay for shipping regardless of delivery speed. The same percentage of consumers are also likely to abandon their shopping carts if prompted for high shipping costs for standard items. Willingness to pay for shipping varies by age. McKinsey found that “more than 80% of consumers 55 and over say they will not pay for two-day shipping.” The 2025 eCommerce shipping experience study by post-purchase experience software company ParcelLab, which is based in Munich, Germany, found that “only 14% of retailers offer unconditional free standard shipping.” If you don’t currently offer free shipping options, it might be time to consider it to capture more consumers.
Maximize Trust: Make Shipping Transparency Your Second Priority
After price, shipping transparency is the second priority for consumers. According to the McKinsey study, nearly one-third of retailers fail to notify customers when a package is delivered and two-thirds of retailers rely on email updates. Delivering the product shoppers ordered is the bare minimum; be sure to provide accurate tracking information and delivery updates every step of the way. Most consumers are willing to trade speed for cost savings, but this exchange comes with the expectation that their orders will be delivered when projected.
Respondents stated that “they would rather wait up to a week for an on-time delivery than have a delivery arrive later than expected.”A recent article on ShipBob’s blog, an e- commerce logistics and outsourcing platform, states that whenever possible, retailers should offer same-day, one-day and two-day shipping options with realistic delivery dates to foster trust.
Retailers like Bentonville, Arkansas-based Walmart allow consumers to choose the date and time of their delivery. This perk could be especially attractive to customers who want to ensure they’re home to collect a package or those who need to place an order but are out of town.
“Under promise and over deliver will never change,” says Steve Chandler, owner and sales manager at Houston Natural Mattress, a bedding store in Houston, Texas, that specializes in natural and organic bedding. It has been making deliveries to customers for more than 25 years. This is a good rule of thumb to temper expectations, which could save you and your customers from frustration in case things go awry.
Ease Returns and Boost Sales with Better Visuals and Policies
McKinsey also reported that ease and flexibility of returns moved from fifth place to third place in importance since 2022. This is echoed in the ShipBob article, which found that 66% of customers view a retailer’s returns policy before placing an order. Make sure your terms are straightforward and easy to locate. And if the customer will be responsible for any return fees, make that clear up front.
While returns are inevitable in any industry, Imagine.io, a 3D and AI product visualization and configuration platform, has found one way to reduce them.
“We see a 30% reduction in returns when interactive formats like ‘View in your room’ are added to product detail pages,” says Taylor Jones, head of marketing for Austin-based Imagine.io. This may not be feasible for every retailer, but if you have any website upgrades in the works, it is an appealing feature to consider.
Turn Delivery and Packaging into Powerful Brand-Building Moments
“As retail expectations continue to rise, the merchants who will succeed in achieving a top customer experience will be those who turn communication, delivery and returns into brand-building moments, not just operational steps,” says Kelly Vincent, chief product officer of Auctane, ShipStation’s parent company, in a recent article for Supply & Demand Chain Executive.
Marina Mayer, the writer of the ShipBob article, says companies can use delivery to build brand loyalty with shoppers. To do this, promote any shipping advantages you’re able to offer customers in terms of speed and flexibility via website banner ads, social media posts or with in-store signage. Also, don’t overlook packaging, another valuable advertising opportunity. While generic packaging is most cost-effective, customers are more likely to snap and share photos of appealing packaging. If you have the chance to get creative, use bright pops of color and make sure your logo is prominent.
Differentiate Your Store with Premium White-Glove Delivery Service
Another way to use shipping as a brand-building moment is through white-glove delivery. The phrase “white-glove services” originated in the mid-20th century when butlers wore white gloves to handle fine items like silverware or ceramics. Today, the service is used to describe a certain, luxury type of delivery. Typically, when mattress retailers offer white-glove delivery service, it describes that items will be handled with caution, assembled and all packaging will be removed.
The service is increasing in popularity among consumers. In 2022, the U.S. white-glove services market was valued at $7.84 billion and in 2030, it is expected to grow to approximately $20.25 billion, according to a study by Fortune Business Insights. For businesses wanting to differentiate themselves in today’s competitive marketplace, white-glove delivery can help. Golden Dreams Mattress, a luxury, appointment-only retailer based in Carlsbad, California, offers its customers complimentary white-glove delivery. Owner Nate Cangemi advertises it on the store’s website, making it a powerful
promotional tool to attract consumers. Read more about Golden Dreams in the latest Retail Road Trip.
Again, managing customers’ expectations is key. It’s critical to vet any delivery partners, or if running logistics in-house, make sure employees are carefully trained. Shoppers who are promised white-glove delivery have high expectations and expect seamless service.
Appeal to Younger Shoppers: The Growing Demand for Sustainable Shipping Options
Consumers are also showing interest in sustainable options. According to the McKinsey survey, more than one-third of consumers are willing to pay an additional $1 or $2 for more sustainable shipping. It is important to note, however, that this was ranked last in importance in both the firm’s 2022 and 2024 surveys.
A separate survey by McKinsey released in June 2025 explored who is willing to pay more for sustainable packaging options. That report noted that “as a general rule, younger consumers (Gen Zers and millennials) and higher-income consumers” are most likely to do so. For context, this breaks down to 25% of high-income millennials and 9% of low-income millennials, but that number drops when considering older consumers. Just 1% of high-income members of Gen X are willing to pay more for this feature.
Overcoming Supply Chain Hurdles to Meet High Customer Expectations
While retailers do their best to meet or exceed consumers’ expectations, it’s important to note that over the past several years, challenges have arisen in the supply chain. The report from McKinsey noted that labor, fuel, utilities, warehousing and storage costs have all risen in the United States since 2019. On-time shipping reliability has also taken a hit since the Covid-19 pandemic, dropping to 72% from prior highs ranging from 85% to 90%. Still, companies are doing their best to navigate these fluctuations. McKinsey says that some companies have been opening additional distribution centers or investing in technology that improves delivery route planning to better track packages from door to door. Ultimately, today’s consumers are prioritizing complimentary shipping and transparency. By providing these options whenever possible, retailers can build trust and, more importantly, loyal customers.
