NextGen15: When a Delivery Arrives Late, Who Do Consumers Blame?

Expectations for timely e-commerce delivery have never been higher—Acquity Group’s 2015 Next Generation of Commerce Study finds faster delivery would make two-thirds of consumers more likely to order from a company. The report also reveals that consumers are split when it comes to who they believe is responsible for getting their products to them on time. When products arrive late, 52 percent of consumers blame the company it was purchased from, while 48 percent blame the shipping company who handled the delivery.

How can businesses balance consumer expectations, especially for critical scenarios such as major holidays or high-value items? It’s clear that while consumers are conflicted, their perception can have a powerful impact. Of the 69 percent of respondents who say they have ordered a product online that didn’t arrive on time, 63 percent said the botched delivery impacted their future shopping with the company in some way. Whether that means they will shop at another company for that specific product (cited by 14 percent of respondents), or discontinue ordering from the company altogether (cited by 23 percent), the experience can severely impact customer loyalty.

The study findings lend insight into how businesses can begin to compete in the crowded e-commerce market. Online retailers and subscription services have created demand for products that show up exactly when a customer needs them; there is opportunity for brick-and-mortar businesses to follow suit. Promising speedy delivery or free shipping is a great way to entice consumers to shop, but following through is crucial to keep them coming back.

About the 2015 Next Generation of Commerce Study:
The 2015 Next Generation of Commerce study conducted by Acquity Group, part of Accenture Interactive, breaks down consumer expectations for brands in 2015 and beyond, from engagement to purchasing to delivery.

The study surveyed over 2,000 U.S. consumers about their habits and preferences surrounding digital engagement, shopping and services. Consumer preferences and behaviors were analyzed based on demographic qualifiers including generation, region and technology adoption.

For more information on the Acquity Group 2015 Next Generation of Commerce Study and for the full report visit

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