Most online shoppers say they value reliable and flexible delivery options more than free shipping, according to a new report from Bringg.
According to the company’s 2025 Delivery Experience Study, 75% of consumers do more than half their online shopping on Amazon. But while Amazon set the standard for fast, free delivery, Bringg’s data shows that speed and cost alone are no longer enough to stand out. Instead, shoppers now prioritize whether deliveries arrive on time and fit their schedules.
The findings show that 72% of consumers rate on-time delivery as essential, outweighing the costs of delivery. More than a third said they would stop buying from a retail store permanently after a late delivery. Another 61% of shoppers abandon carts when delivery options aren’t flexible, while 60% said on-time guarantees are key to completing a purchase.
Bringg found that reliability issues can also hurt brand reputation. Up to 62% of consumers blame retailers for late deliveries, even when carriers are responsible. The survey also revealed that 55% of shoppers stop buying from a brand after a single bad delivery experience.
Positive experiences, however, can pay off. 65% of regular shoppers said a good delivery convinced them to buy again, even at a higher price. Among “power shoppers” who make 11 or more online purchases a month, that number jumps to 81%. For affluent power shoppers making over $150,000 annually, it rises to 83%.
Bringg calls reliability and flexibility the new “delivery experience pillars.” The company says speed and free shipping are now table stakes as retailers can’t win on cost and speed; they can only lose if they fail to meet expectations.
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