Fast, reliable delivery has become the top factor in where consumers choose to shop, according to a new survey. Shoppers now care more about speed, product availability, and easy returns than they do about brand values or personalization. The survey, conducted by Radial, polled 1,000 consumers and found that 72% prioritize the speed of delivery.

“DTC and modern brands have done the hard work of building emotional connections, but today’s consumers are demanding operational consistency to match,” said Radial CEO Tom Schmitt.

The shift is clear—people still care about quality and brand identity, but if orders are delayed or returns are a hassle, many will stop shopping with that brand. Nearly 40% of consumers said they have walked away from a DTC brand they liked due to problems such as shipping delays, stockouts, surprise fees, or return friction.

Younger shoppers are even less forgiving. Gen Z and Millennials were most frustrated with delivery delays and poor communication. And 62% of all consumers said they lose trust in a brand when product quality drops or the post-purchase experience falls short.

Even as DTC brands expand into marketplaces or open stores, many still handle fulfillment in-house. According to a separate Radial survey of retail leaders, 70% still run their warehouses and shipping. But that may be holding them back.

“Our research shows that even the most beloved brands risk losing customers if they can’t meet expectations around speed, availability, and ease,” added Schmitt.