The Delivery Gap: What We Can Learn From US Shoppers

For many eCommerce businesses, delivery has traditionally been treated as something that happens after the sale. But new research from DHL eCommerce highlights a significant shift in consumer expectations: logistics is increasingly influencing whether the sale happens at all.

DHL’s 2026 research into US eCommerce trends found that 76% of shoppers would avoid a retailer if they did not trust its delivery or returns provider. The finding reinforces an important change in the customer journey. Delivery is no longer simply back-end infrastructure; the logistics experience has become part of how customers assess a retailer before deciding to purchase.

Convenience is equally important. According to the report, 66% of US shoppers have abandoned a purchase because the available delivery options were unsuitable. For eCommerce businesses, this demonstrates how easily a successful acquisition and conversion journey can be undone at the final stages of checkout.

The implications go beyond simply offering fast shipping. Customers increasingly expect choice, transparency and convenience. DHL reports that 57% of US shoppers want expedited delivery and returns, suggesting that flexibility around both receiving and returning purchases is becoming an important part of the overall value proposition.

For retailers, this means delivery information should be visible well before checkout. Clear shipping costs, realistic delivery timeframes, available delivery methods and transparent returns policies can help customers understand exactly what to expect before committing to a purchase. Hiding these details until the final checkout stage risks introducing uncertainty precisely when a customer is ready to convert.

Trust is particularly important because customers often associate the delivery experience with the retailer, regardless of which logistics provider actually handles the parcel. A late delivery, poor tracking experience or difficult return can affect the customer’s perception of the brand itself. Choosing reliable fulfilment and delivery partners therefore becomes part of protecting the overall customer experience.

The report also demonstrates just how digitally active the US eCommerce market has become. DHL found that 34% of US shoppers purchase online at least three times per week, while 69% are now described as app-first buyers. Yet only 42% of eCommerce businesses offer an app, highlighting a gap between consumer behaviour and retailer capabilities.

Subscription commerce presents another potential opportunity. DHL reports that 37% of shoppers hold product subscriptions with retailers, compared with only 21% of businesses currently offering them. For businesses with products suited to replenishment or repeat purchasing, subscriptions can provide greater convenience for customers while supporting more predictable recurring revenue.

However, subscription experiences also increase the importance of reliable fulfilment. If customers are committing to regular purchases, consistency in stock availability, dispatch and delivery becomes fundamental to maintaining that relationship. DHL specifically identifies consistency and reliability in fulfilment as important to capturing this growing market.

International expansion presents a similar challenge. DHL reports that 60% of US eCommerce businesses already sell internationally, with the majority of those that do not planning to do so. Delivery costs, customs and returns complexity are identified as some of the most common barriers preventing expansion.

While these figures relate specifically to the US market, the underlying message is relevant for eCommerce businesses more broadly. Customer experience does not end when someone clicks “Buy Now”. Delivery choice, speed, trust, tracking, returns and fulfilment are all part of the experience customers evaluate when deciding where to shop and whether to return.

The opportunity is to treat logistics as part of the customer experience rather than simply an operational requirement. Businesses that make delivery convenient, transparent and reliable can remove another source of friction from the buying journey while strengthening the trust that supports conversion and repeat purchases.