By Ellie-Rose Davies, Content Manager at IMRG
In this blog, we explore how retailers can meet consumers’ current expectations around delivery and returns.
Continue reading to gain insight on:
- Post-purchase as a driver of loyalty
- How customer expectations are evolving
- Reducing friction in the post-purchase journey
- How data and operations underpin delivery success
Post-purchase as a driver of loyalty
The customer journey does not end at checkout. Increasingly, delivery and returns are shaping how customers perceive a brand and whether they choose to shop again.
Lewis Husbands, Client Success Specialist at ShoppingIQ explains, ‘Across our eCommerce clients we see customer-centric delivery and returns policies help to develop trust and loyalty and drive success, building positive experience and social proof.’
‘Today’s consumers choose where to shop, the delivery and returns experience must validate the customer’s decision to shop with a brand.’
93% of consumers have abandoned a purchase in the past due to delivery concerns according to IMRG’s Consumer Home Delivery 2026 research.
This reinforces the value of validating customers’ decisions by proving to be trustworthy.
Lewis continues, ‘Some brands tackle return rates as high as 40% from shoppers seeking to essentially try before they buy when it comes to clothing (and footwear) so we have to understand how our customers think.’
‘We know today’s consumer wants peace of mind. Whether it’s a premium delivery service or flexibility in return, a strong proposition isn’t one-size-fits-all, it must mirror the purchase’s emotional weight.’
‘The challenge for retailers is backwards engineering the numbers to account for delivery and returns,’ says Lewis.
‘By doing this and reducing friction for their consumers we’ve seen brands transform one-time buyers into a high-LTV brand advocates.’
Nikhita Hyett, General Manager EMEA at Signifyd similarly reflects on how ‘post-purchase is now a loyalty battleground.’
‘Over three quarters of shoppers expect fast delivery and frictionless returns as standard, yet it might not be smart to absorb every return without question.’
‘At the same time, blanket fees often backfire, as seen when a big retailer recently faced backlash for charging serial returners.’
Retailers can ‘use data to distinguish trusted shoppers from higher-risk behaviours, enabling retailers to fast-track returns for loyal customers while quietly managing abuse,’ reveals Nikhita.
‘When executed well, returns can shift from a cost centre into a retention tool that builds shopper trust and long-term loyalty.’
Evolving expectations: beyond speed alone
Customer expectations around delivery and returns seems to have fundamentally shifted. What was once considered a competitive advantage is now the baseline.
Kevin Griffin, VP Growth at PXP shares, ‘Amazon has reset customer expectations permanently.’
‘Fast, free delivery and frictionless returns are no longer differentiators.’
‘Today’s customers expect real-time tracking, precise delivery windows, and same-day or next-day fulfilment as standard*. On returns, speed and simplicity are non-negotiable: drop off anywhere, refund fast, no friction.’
*IMRG’s Consumer Home Delivery 2026 research shows that over 60% of consumers expect standard delivery to take 2-3 days, and 24% expect next day, including weekends!
Kevin continues, ‘But the real opportunity for retailers isn’t matching Amazon on speed, it’s competing on certainty and experience.’
‘Customers might be more forgiving for slower delivery if communication is reliable.’
‘They may stay loyal to brands whose returns feel intentional, not bolted on. The retailers winning post-purchase aren’t necessarily the fastest. They are the most trustworthy.’
Hem Nathwani, Sales Director at Price Trakker adds ‘Retailers often underestimate how much delivery and returns shape overall brand perception.’
‘Customers now expect fast, flexible, and transparent options as standard, with clear communication at every stage.’
‘The strongest propositions remove friction by offering real time tracking, easy returns, and multiple delivery choices.’
‘Data shows that retailers who optimise post purchase journeys see higher repeat purchase rates and lower return related costs. Leading retailers are using delivery as a competitive advantage rather than a cost centre.’
‘The key is aligning logistics strategy with customer expectations and continuously benchmarking against competitors to stay relevant,’ says Hem.
Communication and engagement throughout the delivery journey are also becoming increasingly important in shaping customer experience.
Gavin Murphy, Chief Marketing Officer at Scurri reflects on the value of ‘proactive delivery updates, flexible delivery options at checkout and simple, transparent returns processes.’
‘Retailers that treat post-purchase as a branded customer experience can see the strongest gains in loyalty and repeat purchasing.’
‘Data consistently shows that customers track orders multiple times and engage with delivery communications, creating valuable opportunities for retailers to reinforce their brand.’
Gavin argues that ‘Alongside speed and transparency, retailers must also consider how well their delivery proposition meets customer expectations around choice and support when things go wrong.’
This emphasis on communication and experience also extends to how retailers manage exceptions and provide support when delivery or returns do not go as planned.
Experts at fulfilmentcrowd say, ‘Delivery, tracking and returns are some of the most visible parts of the brand experience, and when something goes wrong, how a retailer responds has a huge impact.’
‘Retailers that actively support customers when issues arise, rather than passing responsibility down the supply chain, tend to build stronger trust and loyalty.’
Some of ‘the most successful brands treat post-purchase as a critical part of maintaining healthy customer relationships, with effective measures in place for when things don’t go to plan.’
fulfilmentcrowd explore how ‘Choice is also becoming increasingly important: GFS and Retail Economics research suggests shoppers expect around five delivery options at checkout, while most retailers offer only three.’
Reducing friction in the post-purchase journey
From the point of purchase through to delivery and returns, reducing friction at every stage can significantly improve both customer confidence and long-term loyalty.
While delivery and returns happen after checkout, the expectations that shape them are often set earlier in the journey.
Laura Hamilton, Senior Vice President, Revenue Marketing at Algolia says, ‘Great delivery and returns start upstream: if customers can quickly find exactly what they need, returns drop naturally.’
‘That means precise search, relevant results, rich product data, and clear availability and sizing.’
Laura shares that ‘When returns are necessary, make them effortless using transparent policies, providing fast refunds, sharing multiple drop-off options, and communicating proactively.’
‘Treat returns as a moment of trust, not a cost centre. The retailers winning loyalty are the ones who remove friction at every step—from discovery to doorstep to (if needed) return.’
Alongside this, accurate product data plays a critical role in ensuring delivery and returns expectations are met.
Romain Fouache, CEO at Akeneo, explains, ‘A strong delivery and returns proposition can be built on accurate, consistent product data.’
‘When dimensions, availability and fulfilment rules are correct at source, retailers can offer precise delivery promises, fewer substitutions and lower return rates.’
Romain notes how ‘It is best practice to connect product information with logistics in real time, enabling dynamic delivery options, clear returns policies and proactive communication.’
Many ‘Leading retailers use enriched product data to set expectations upfront and personalise post-purchase journeys.’
‘The result is fewer avoidable returns, higher first-time-right delivery and stronger loyalty driven by confidence, not just convenience, shares Romain.
Building trust through delivery, returns and operations
Our community has revealed that consistent operational execution can help meet consumers’ growing expectations.
Accuracy, data quality and fulfilment processes all play a key role in ensuring delivery promises are met and returns are handled efficiently.
Barley Laing, the UK Managing Director at Melissa reveals how fast and accurate deliveries are important, stating:
‘Recent research shows 85 per cent of online shoppers said that a poor delivery experience would prevent them from ordering from that retailer again.’
‘Ensuring address accuracy is vital for quick, smooth deliveries, thereby supporting a positive customer experience, while helping to avoid costly returns and redeliveries,’ shares Barley.
‘Also, consider turning an accurate customer address into a geocode – latitude and longitude (rooftop level) coordinates – to further speed up and improve the fulfilment process.’
‘This approach is so important because location and address aren’t always the same thing. For instance, some properties may share an address, such as a plot of land or the street edge of a driveway.’
Furthermore, ‘geocoding is valuable for those operating globally due to different conventions for address formats around the world,’ exclaims Barley.
To conclude
After the click, delivery and returns play an increasingly important role in shaping the overall customer experience.
As expectations continue to evolve, retailers that focus on reducing friction, improving operational accuracy and delivering consistent post-purchase experiences are more likely to build trust and support repeat purchasing.
The insights shared highlight that success may not be driven by speed alone, but by providing certainty, transparency and consistency throughout the post-purchase journey.
Want to read more? Here are some recent IMRG blogs that may take your interest:
Building customer confidence throughout the purchasing funnel – IMRG
Fashion and Beauty eCommerce trends for 2026 – IMRG
Expectations for online trading in 2026 – IMRG
Published 26/03/26
