Shoppers would go local for same-day delivery

Though Amazon has raised customer service expectations in online retail, shoppers would order from local stores if they could provide same-day delivery, a survey from last-mile delivery specialist Onfleet finds.

Of more than 1,000 U.S. adults polled, 76% said they would be more likely to order household items locally — instead of from Amazon — if they could get same-day delivery. What’s more, 54% reported they would pay local stores for same-day delivery.

Seventy-eight percent of respondents acknowledged that their experiences ordering through Amazon have lifted their expectations for all kinds of deliveries. The e-tail giant provides free two-day shipping to all Prime members on orders of $35 or more. Free same-day delivery and free one-day shipping is available on qualifying orders in certain areas. Also, members can get free two-hour grocery delivery in certain cities through Prime Now on orders of at least $35.

“We expected to hear that Amazon’s convenience has raised consumers’ delivery expectations across the board, but we were surprised that the majority of consumers would prefer to shop locally,” according to Khaled Naim, co-founder and CEO of San Francisco-based Onfleet, which offers cloud-based software to manage delivery fleets worldwide, including grocery and other retail. “This data shows that brick-and-mortar retailers that add same-day delivery in their markets, and offer a good delivery experience to their customers, are likely to draw shoppers away from Amazon and other online options.”

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Onfleet 2019 Consumer Survey-The Amazon Effect

Excluding groceries and food from restaurants, one in four consumers indicated that same-day delivery is very important for household products, Onfleet’s survey found. Another 41% said same-day service is “a little” important. Overall, 39% of respondents expect household items ordered online to be delivered the same day.

When ordering online, customers expect to be updated on the progress of their delivery, the study revealed. Ninety-three percent said it’s important they receive an estimated time of arrival (ETA), and 49% consider an ETA “extremely important.” However, 64% reported they receive an interim communication on their delivery, such as a text saying that “your driver is on the way,” only sometimes.

For grocery and restaurant orders, an ETA is particularly important to customers. Of those polled, 78% said they would be more likely to order online from a local grocery store or restaurant that provides accurate ETAs and delivery updates. Forty-three percent said they always receive a delivery ETA, while 48% sometimes receive one. Meanwhile, 72% indicated the ETA is sometimes accurate, and just 18% said it’s very accurate.

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Overall, 42% of consumers surveyed by Onfleet said they shop approximately half in stores and half online. Thirty-nine percent report shopping mainly online, and 16% said they shop primarily in-store. Just 2% said they shop only online, while less than 1% shop only in stores.

More than nine of 10 U.S. adults report shopping at Amazon.com. Sixty-two percent said they do so often, and 32% shop there occasionally. Only 6% indicated they shop Amazon “rarely,” and less than 1% said they’ve never shopped there.