Why Fashion Retailers Must Win at Delivery

We are entering a phase of online retailing where the default expectation from shoppers is all about the two F’s - fast & free. With a new generation of shoppers trained by Uber Eats and Amazon, great products at the right price are table stakes–the real game changer is what happens after checkout. As convenience and speed now dictate brand loyalty, the post-purchase experience has become the ultimate deciding factor in whether a customer will return, or abandon a brand altogether.

The humble delivery is no longer a back-office cost centre drain, but a powerful driver of customer loyalty and revenue. According to research from Shippit and Jarden, 78% of consumers consider the post-purchase experience very or extremely important, with 64% stating they would not shop again from a retailer after a poor delivery experience. In an era where global giants like Amazon, Temu and Shein are setting the pace for speed and ease, the fight for market share requires us to more closely examine how well our fulfilment and delivery processes are serving customers.

So, how can retailers stay ahead? By investing in logistics transformation and obsessing over real-time performance metrics; instrumenting and gaining data visibility enables retailers to better review delivery offerings to ensure they meet customer expectations for speed, price, convenience, and reliability. A seamless post-purchase experience goes beyond just completing the transaction; it builds trust, strengthens customer relationships, and drives both acquisition and long-term loyalty. By offering varied delivery options at checkout—across different speeds and price points—retailers can reduce friction in the buying process, making it easier for customers to choose the option that best suits their needs.

Delivery, the dealbreaker

Influenced by global fast-fashion powerhouses, younger shoppers expect fast, flexible and reliable delivery - and they don’t expect to pay for it either. Anything less is a dealbreaker.

In fact, our research found that 1 in 2 of consumers aged 18-34 say platforms like Amazon, Temu & Shein have fundamentally shaped their expectations. Delivery is one of the top three factors influencing purchasing decisions, alongside price and product range. A poor delivery experience doesn’t just cause frustration, it has real business consequences, with more than half of those aged 18-34 saying they were unlikely to return to a brand after a negative experience.

Retailers can no longer afford to treat delivery as a back-end function. It's front and centre in the battle for customer loyalty. Shippit’s latest Commerce Delivery Report revealed a surge in demand for on-demand and same-day delivery, prompting retailers to explore alternative fulfilment methods, such as store-based fulfilment, to meet these expectations. Some retailers are even achieving delivery times as fast as 13 minutes from order placement with on demand delivery, demonstrating their commitment to meeting customer demand for speed and convenience.

To stay competitive, retailers should offer multiple delivery options with varied delivery costs, speeds and methods - for example click and collect - as well as providing real-time tracking, and accurate ETAs, not as perks, but as standard practice.

Logistics, the hidden growth engine

Retailers that invest in smarter logistics strategies such as store-based fulfilment or hybridised fulfilment methods, can reduce delivery times by up to 30% while lowering operational costs.

Take Decjuba, for example. The fashion retailer initially fulfilled online orders from a central warehouse in Victoria, but faced challenges meeting demand from customers outside key regions. By shifting to a store-based fulfilment model, Decjuba unlocked inventory across multiple locations, cutting delivery times and improving operational efficiency. This move not only improved delivery speed but also enabled the brand to clear seasonal stock more effectively, boosting both financial performance and customer satisfaction.

In an increasingly crowded ecommerce space, fulfilment isn’t just about getting a package to a doorstep, it’s about delivering on your promises, securing loyalty, and driving sustained growth. Those who prioritise logistics innovation now will be the ones shaping the future of fashion retail.

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