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Shoppers would go local for same-day delivery

Amazon has lifted consumer expectations for online ordering, survey finds

Russell Redman

November 11, 2019

3 Min Read
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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.”

Related:What’s the state of online grocery?

Onfleet same-day delivery survey charts - Copy.PNG

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.

Related:Fulfillment, assortment key to growth of online grocery food sales

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.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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